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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.

U.S.-spec 2018 Hyundai Kona bows in L.A.

Earlier this year, Hyundai revealed its first entry into the increasingly competitive compact crossover segment with the 2018 Kona. That car, though, wasn't configured for the North American market, and it was unclear what sort of specs it would have in the U.S. Now we have an answer to that question, as Hyundai unveils the U.S.-production version of the Kona at the 2017 Los Angeles Auto Show. Americans will have their choice of two gasoline powertrains for the Kona. One is a naturally aspirated 2.0-liter, four-cylinder engine running on the Atkinson cycle. It's good for a peak 147 horsepower at 6,200 rpm and 132 pound-feet of torque at 4,500 rpm. The 2.0-liter will be mated to a six-speed automatic transmission with manual mode and an overdrive lock-up torque converter for highway efficiency. The second powertrain option is a turbocharged 1.6-liter, four-cylinder engine paired to a seven-speed dual-clutch transmission. This setup provides 175 hp at 5,500 rpm, and 195 lb-ft available from 1,500 to 4,500 rpm. The turbocharger uses electronic wastegate control, and oil jets and a water jacket insert help cool pistons and the top of the cylinder block, respectively. These features help preserve the engine and provide more efficiency. The 1.6-liter turbo will be available in the Limited and Ultimate trim levels. View 13 Photos The Kona will be available in front-wheel- and all-wheel-drive models, each with its own suspension setup. Both will feature MacPherson struts up front. 2WD models will have a rigid torsion beam in the rear, while AWD models benefit from an independent multi-link suspension. The Kona also offers 16-, 17- and 18-inch wheel options, depending on trim level. Inside, the Kona provides a variety of technology features. It has a standard 7-inch touchscreen display, with an 8-inch nav touchscreen also available. It offers Android Auto and Apple CarPlay, satellite radio, Hyundai's Blue Link LTE connectivity technology and wireless smartphone charging. An available head-up display helps keep eyes on the road where they belong. Other safety features include forward collision avoidance with pedestrian detection, lane-keep assist, blind-spot warning, rear cross-traffic alert and high beam assist. Hyundai will offer the Kona with "extroverted" paint colors. An optional color-contrasting roof will help it stand out even more. The Hyundai Kona will arrive in U.S. dealerships in the first quarter of 2018.

Hyundai's battle plan: More crossovers, no more Azera

We're living in a crossover world, and Hyundai is open about the fact that it's been struggling to meet demand for its utility models. Without production constraints, says Hyundai Motor America CEO Dave Zuchowski, the Tucson compact crossover would be outselling Hyundai's perennial volume model, the Elantra. There's a wide-reaching plan in place now to make sure Hyundai dealers are stocked with the models people want to buy. Step one involves upping output of existing models. Hyundai has brought tooling into its Montgomery, AL, factory to build Santa Fe Sport models alongside the Elantra and Sonata. (The bulk of Santa Fe Sport production takes place at the maxed-out facility in West Point, GA.) This will increase the model's annual production capacity by about 50,000 units. The new Tucson, which just went on sale last year, is being afforded an extra 50,000 or so units of capacity this year, which should put it ahead of the Elantra in the company's internal sales race. View 27 Photos The second part of the plan will bring new models. A B-segment crossover is in the works. This is a catch-up move to go up against several new models that seemingly popped out of nowhere: the Jeep Renegade, Fiat 500X, Honda HR-V, Mazda CX-3, Chevy Trax, and Nissan Juke. Toyota is the only other volume player still noticeably absent from, or at least not on the way to, this party, and that will be fixed with the next Scion model. The Genesis luxury brand has also promised crossover models, and we anticipate the engineers are doing all they can to get those to market as quickly as possible. Because Genesis models will be on platforms distinct from those Hyundai uses, it could be a couple years before the fancy utes land. When the lineup is filled out, bet on luxurious subcompact, compact, midsize, and fullsize crossovers. There's a good chance Genesis crossovers will outnumber its car models. As for the Hyundai brand's car models, remember the Azera? Neither does anyone else. Getting rid of this slow-selling sedan will help free up capacity as well as showroom space. The fullsize sedan is likely to continue on in other markets – specifically the home market, where it's called the Grandeur – but Hyundai Motors America won't go through the trouble of getting it ready to sell (or not sell) in the States any more.