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Hyundai i20 WRC gets shakedown in Finland

It's always a good day when we get to post a video about rally racing. It's even better when that video is of a new WRC competitor undergoing testing. This spy video shows Hyundai's i20 WRC, a car that debuted nearly one year ago at the 2012 Paris Motor Show. It's set to usher in Hyundai's return to top-flight motorsports, and will do battle with the cars from Citroen, Ford and Volkswagen that are currently contesting the 2013 season.
This video, which shows the i20 testing on the notoriously tough Finnish rally stages, gives the impression that progress on the new WRC contender is going well. It certainly looks fast, and as with the vast majority of rally cars, it sounds absolutely wonderful (listen to some of those gun-shot-like backfires). Take a look below for the whole, glorious three minutes and 20 seconds of unadulterated rally noise, flying dirt and jumping.

Strange, unfunny Hyundai N Performance commercials badly miss the mark

Take a minute and watch the video above. After, you might have questions. I will try to help you with these. But first, here are some questions for you: No matter whether you thought the ad was good or not, does it get you excited about the N Performance subbrand? Do you want to find out more about it? I suspect the answer is "no" for most of you reading. Unfortunately, reading what Hyundai and the ad agency said about these ads isn't going to help much. Intended to skewer traditional luxury advertising tropes, the agency says, these ads are a "tongue-(stuck firmly)-in-cheek poke at automotive and luxury brands taking themselves too seriously." R/GA is the ad agency behind these ads, and its chief creative officer, James Temple, told AdAge, "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of 'N' that they make cars that are fun to drive and which aren't like anything else out there." OK. So, poke fun at luxury and automotive advertising that takes itself too seriously. And to be fair, this sort of thing has been done before to great success and general acclaim. Remember Volkswagen's "Unpimp The Auto" campaign? It cleverly took aim at a then-trendy aspect of the tuner culture and literally crushed it with a new GTI. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The message was clear: Your over-tuned Ford Focus is both gaudy and inferior. Step up to a GTI, which by the logic of the ad, you don't need to throw tuner parts at to have fun. It built excitement for the hot hatch while earning some automotive credibility by throwing shade at MTV's over-the-top " Pimp My Ride," at that point rapidly losing its halo of tuner coolness. "Pimp My Ride" was a big, easy target to mock. And the relationship to automotive performance (or lack thereof (most were plays on the "Yo dawg I heard you like ..." theme, anyways) made the analogy work. Where the Hyundai ads step off is the target for ridicule. R/GA claims it's roasting automotive brands, and they can say that all they want — I don't see it. I see a childlike understanding of how to dismantle the tropes of a classic Calvin Klein ad — monotone, lots of black, shirtless models, personal beauty products — over which the lightest veneer of automotive reference is applied. So the perfume smells like burning tires. That's still a humorous ad about perfume.

We check out Hyundai's HRL exoskeleton, a robotic mobility suit for paraplegics

Hyundai makes some of the largest vehicles in the world – to wit, 185,000-ton ships with 56-foot high engines making power at 84 rpm – but its R&D division has found enough human-factor synergy with autonomous vehicle development that they're now working on robotic exoskeletons. We were recently introduced to two of these devices: the HRL designed to increase mobility and therefore quality of life for paraplegics; and the WEX, designed to assist in repetitive-motion lifting. Both of these machines are powered by replaceable lithium-ion battery packs with a 4-hour run time and 40-minute recharges. The HRL robotic legs are designed for people 64 to 71 inches tall and less than 250 pounds. The aluminum segments are adjustable in centimeter increments over a 10-cm range, and the 22.4-inch width means it would fit in many long-haul aircraft forward seats. With the 4.4-lb battery pack, the HRL weighs about 41 pounds. There are six 50:1 reduction-gear actuators, two pelvic actuators rated at 224 pound-feet of peak torque with 60-degree range of motion, and two hip and knee with 112 lb-ft peak, 180 degrees and twice the rotational speed of the pelvic motors. Twenty sensors control it all with default speed of just under a mile per hour and a top speed of 1.5 mph, and step length can be adjusted by smartphone via Bluetooth. One of the accompanying crutches has four thumb buttons much like a video-game controller, though they're experimenting with simpler inputs including a joystick. The crutch communicates with the leg unit over a few feet of distance via Zigbee wireless protocol, with security layers added for both obvious reasons and to ensure two users in the same vicinity won't transmit to the other's unit. An HRL can help you sit, stand, walk or climb and descend stairs; it will also stand on its own, simplifying the process of putting it on. Your correspondent is outside the design height limits so rather than do any impromptu CG research we deferred to colleague Chris Davies of Slashgear for impressions wearing it: "It grips tightly, the support would be comforting, and it delivers good posture. It does take some getting used to – when it first lifts up a leg to move it forward you do feel like you're going to fall over – but once you establish a gait and stop over-thinking it becomes much easier." Indeed, he never fell over and most who tried established a rhythm within a few minutes, if not a 1.5-mph sprint.