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This is the Genesis I've been waiting for

In November Hyundai finally confirmed everyone's years long suspicion and announced the creation of its own global luxury brand, naming it the obvious choice, Genesis. The press release revealed a few important details, the biggest probably being that six models will be under the new brand by 2020. We can already account for at least two of these models as newly branded Equus and Genesis sedan models (possibly the coupe as a third) but we are left wondering for the rest. There is a strong argument for the Azera, as it was recently cut from Hyundai's line-up and the obvious choice of bringing in some ever important crossover models, especially while remembering the Veracruz experiment. The newly minted luxury name adds another player to an ever crowded high-end market, but a growing one, where there is room for deviation from the pack. Can Hyundai fill that niche and crack a historically expensive market to enter? I think so. Part of the Genesis plan is in crafting a proper luxury buying environment, what it calls its "hassle-free customer experience." It is unclear if this will mean fixed market pricing and no-negotiating terms but we can certainly draw that conclusion. As much as consumers claim they don't want to hassle, past attempts at fixed pricing have had mixed results. Though, with the emergence of Tesla as a real luxury contender using that kind of pricing model, maybe it's something thats time has finally come. When Hyundai introduced the Equus to the American market they placed an emphasis on the customer experience, requesting that each Equus qualified Hyundai dealership assign an "Equus Champion" to specifically handle all Equus inquires and follow a meticulously designed sales process. This salesperson had to take extra online training and pass multiple choice tests to maintain their position to sell Equus. Hyundai knows that customers buying a $60,000 vehicle expect a different experience than those buying a $30,000 one. The former group is more in tune to the concierge experience, a complete envelopment of the buyers attention and needs. Hyundai achieved this with personal on call attention from the Equus Champion, who went so far as picking up the customers vehicle well after purchase, dropping off a Genesis sedan loaner, and taking care of the entire vehicle service process (included free of charge of course) without barely any customer involvement.

Hyundai Veloster Turbos strut their SEMA stuff

Hyundai brought a pair of very yellow Velosters to this year's SEMA Show. The first is the car you see above - the Veloster Hylighter. Built in a partnership with aftermarket accessory supplier EGR Group, it's based on a Veloster Turbo, but has been extensively modified for its trip to Vegas.
The paint, a custom color called Yellowcake, a type of uranium powder used to prepare fuel for nuclear reactors, certainly catches the eye. And if for some reason it doesn't, black graphics and a LED light bar on the roof most certainly will. An EGR widebody kit has been fitted for an even bigger visual impact, while the DPE three-piece wheels add some flair. The cabin sports a pair of Takata racing seats and harnesses, as well as a roll cage from Creations n' Chrome.
The engine is an uprated version of the turbocharged, 1.6-liter engine found in the standard Veloster Turbo, but it's been fitted with an AEM intake and a MagnaFlow exhaust, for a bit of extra oomph. A coil-over suspension from ARK, an AEM strut-tower bar and Toyo Proxes R888 tires afford a bit more handling potential for the VT, while a Brembo brake package can bring things to a rapid halt.

2015 Hyundai Genesis revealed in renderings

We're currently in Seoul, South Korea, checking in on the 2015 Hyundai Genesis at the automaker's headquarters. We can't yet offer any driving impressions, but at least we can share a few renderings of what the new sedan will look like.
As you can see, practically everything above the beltline has been carried over almost untouched from the HCD-14 Genesis Concept we saw earlier this year. The front-end styling, on the other hand, is a complete departure from current Hyundai design language. Note the large, upright grille and the more dynamic headlights and fascia.
There's still no word as to when Hyundai will officially debut the 2015 Genesis, but it won't be a long wait.