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Hyundai readying 708-hp Sonata for SEMA

For the past two years at the SEMA show, the folks at Bisimoto Engineering have taken one of Hyundai's models and tuned it up to levels of power previously unimaginable. It started in 2012 with a 600-horsepower Elantra GT, and they outdid themselves last year with a 1,000-hp Genesis Coupe. This year Bisimoto's tuners are teasing their latest wild creation by starting with a normal 2015 Sonata and turning the wick up to 708 hp thanks to a long list of engine mods. The key in this massive injection of power is taking the regular 2.4-liter Theta-II four-cylinder engine and doing everything necessary so that it can actually withstand so much additional strain. That means introducing forged pistons and connecting rods and an improved valvetrain with new cams, plus a high-boost turbocharger to really up the ante. It's all then mated to a six-speed manual to get things rolling. "After hundreds of hours of testing, failure analysis and prototyping, 18 new products will be engineered and produced in house to produce 708 horsepower from the Sonata," said Bisi Ezerioha, owner of Bisimoto Engineering in Hyundai's release. While it might be pretty cool to find a 708-hp Sonata that looked completely stock at first glance, this is for the SEMA show after all, and it's all about showing off there. So in addition to the huge increase in horsepower, the Hyundai gets a complete aero upgrade, a coil-over suspension and a roll cage inside, in addition to other improvements. At the moment, only the rear of the car is being teased ahead of the November 4 reveal. Until we get to see more, scroll down to read Bisimoto's entire parts list to turn Sonata from a commuter into a racer. HYUNDAI PARTNERS WITH BISIMOTO FOR A THIRD YEAR TO CREATE 708 HORSEPOWER FLEX-FUEL 2015 SONATA 22/09/14 Bisimoto Engineering Focuses on Strengthening and Reliability to Create Most-Powerful Sonata Ever FOUNTAIN VALLEY, Calif., Sept. 22, 2014 – For the third year in a row, Hyundai is partnering with the powertrain gurus at Bisimoto Engineering, this time to create a 708 horsepower Sonata for the 2014 SEMA show in Las Vegas. Bisimoto's team specializes in extracting huge output from Hyundai's engines, like the 1000 horsepower Bisimoto Genesis Coupe that was built for last year's SEMA show. For this year's show, the team is using Hyundai's 2.4-liter "Theta-II" 4-cylinder engine as the starting point for their build.

Europe to get next Hyundai Genesis

Hyundai is preparing to make a rather bold move with its Genesis, as reports are now stating that the next-generation rear-drive sedan, which we showed you earlier this week, will be sold in Europe. The first-generation of the Genesis sedan never crossed the pond.
The 2015 Genesis will enter the traditional stomping grounds of BMW, Mercedes-Benz and Audi armed with the same 3.8-liter V6 and 5.0-liter V8 found in the current model. All-wheel drive, a first for the model, will also be available in Europe. "We have to overcome the challenge of competing with established European brands. We expect the Genesis to play a crucial role in improving our brand recognition," Hyundai said in a statement.
Hyundai has done a fair job of changing its image in the US from a budget-minded brand into a legitimate, mainstream competitor that covers a broad swath of the American market, offering cars from the $14,545 Accent to the $61,000 Equus. That movement started in earnest with the Genesis, and it looks like Hyundai is determined to repeat that models success in Europe.

Where is Hyundai's upscale Genesis brand going, and what is it, anyway?

"Genesis is the beginning, where everything sprung from. That's where the light is, and that's where we see ourselves." Manfred Fitzgerald. A genesis is an origin story, a new start. So when Hyundai had accomplished its original mission of achieving near parity with the top Japanese marques in the middle-class car market and decided to attempt to move upscale into the profitable luxury automotive sector a few years ago, it made some sense that this was the moniker it bestowed to its spinoff brand. "Genesis is the beginning, where everything sprung from," says Manfred Fitzgerald, the global brand chief. "That's where the light is, and that's where we see ourselves." But now that genesis has turned to germination. A pair of production sedans have been launched, the G80 and G90 luxo-barges. A smaller, 3 Series-fighting sedan, the G70, was previewed as a concept in last year's New York Auto Show. And now, last week in New York, the brand showed something in the all-important crossover category, the GV80. Powered by a hydrogen fuel cell, it's a look ahead at what Genesis' SUV line could be like, though the fuel-cell element faces hurdles. View 2 Photos "We have great resources with our brand partners in fuel-cell technology, so when it came to alternative propulsion, this was a natural," says Fitzgerald. "Not just for the US market, but looking at this globally, this is the best technology, but there are a lot of pain points to overcome, especially in terms of infrastructure." Genesis has promised us a handful more cars by 2020, including a coupe and another crossover. Expansion into additional vehicle realms ought to help flesh things out a bit. Though the brand can't really flesh things out any less. Only Maserati, Alfa Romeo, Smart, and Bentley sold fewer cars so far this year, and two of those brands are a century old and Italian, one is a century old and extremely exclusive, and the other is irrelevant in the United States. Given that company, where does that place Genesis? After a recent test drive in a G90, we have to say that we're not sure. The styling is acceptable, if a bit derivative and anodyne. The level of delight is quite lackluster. And the ride is cushy, quiet, and competent, but no better than a contemporary Buick. In a category in which excellence and exquisiteness are the point of entry, what does Genesis represent, what is its category-killing feature or component or capability? "We are known for being audacious.