2011 Hyundai Genesis 4.6 Sedan 4-door 4.6l on 2040-cars

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Hyundai brings 1,000-hp Genesis Coupe to SEMA, and plenty more [w/video]

Hyundai has a thirst for horsepower. How else could we explain the scene you see above, in which there exists a 708-horsepower front-wheel-drive Sonata tuned by Bisimoto (black and white, above left) powered by Hyundai's 2.4-liter Theta II engine? Or the little red number you see hiding in the background, which, at an even 1,000 horsepower, is "the most-powerful 2.0-liter Genesis Coupe ever built," says Hyundai?
In addition to those two powerhouses, the white Sonata (above right) was styled by John Pangilinan to "[connect] Los Angeles street art culture with automotive enthusiasts," whatever that means, and it joins an ARK Performance-tuned Genesis Sedan meant to go head-to-head with Mercedes AMG and BMW M and another Genesis Sedan tuned by Toca Marketing Group with a twin-turbo'd 5.0-liter Tau V8.
All in, that's five heavily modified vehicles being shown at the 2014 SEMA Show by Hyundai (not to mention any more customs not actually sponsored by the automaker itself), and each of them is pretty successful as far as we're concerned. Check them all out for yourself in the image gallery above, and read all the details in the press release below, where you'll also find a video of the builders discussing each of their creations.

GM out, Hyundai in as NFL audibles auto sponsorship

Hyundai has officially replaced General Motors as the primary automotive sponsor of the National Football League, a position the American giant has occupied since 2001. Although the financial details of the deal weren't published, Automotive News reports that GM spent at least $25 million per year as part of its sponsorship deal, although after all was said and done, it worked out to more than $150 million per year. The move is a coup for Hyundai, which now gains the rights to NFL trademarks for use in its advertising. As part of the four-year agreement, the company also has advertising access to big off-season events, like the NFL draft and scouting combine, and will provide support vehicles during events like the Super Bowl. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story," Dave Zuchowski, Hyundai Motor America's president and CEO, said in the attached statement. "We can't wait to show the NFL's 188 million fans the great design, advanced technologies, dynamic performance and numerous safety features within the Hyundai lineup." "We are pleased to welcome Hyundai to our family of sponsors," Renie Anderson, the NFL's senior VP of sponsorship, said. "We appreciate Hyundai's enthusiasm as we work together to reach our fans with innovative programs during our season and with our major calendar events throughout the year." Scroll down for the official press release from Hyundai and the NFL, and keep an eye open for the automaker during the NFL Kickoff festivities this September. Related Video: HYUNDAI GOING PRO: ANNOUNCES OFFICIAL NATIONAL FOOTBALL LEAGUE SPONSORSHIP Four-Year Deal Allows Hyundai to Tap into the Passionate Fan Base of the Most Popular Sport in the U.S. FOUNTAIN VALLEY, Calif., and NEW YORK, June 29, 2015 – Hyundai Motor loves sports and has a long history of celebrating fan passion across the globe. In its latest sports marketing venture, Hyundai is now an official automotive sponsor of the National Football League. The NFL has the largest and most avid fan base among U.S. sports, and Hyundai will soon connect this passion with the enthusiasm Hyundai owners have for their vehicles. "We are huge football fans at Hyundai and feel there is no better venue to reach consumers, increase consideration and tell the Hyundai brand story," said Dave Zuchowski, president and CEO, Hyundai Motor America.

Hyundai pickup truck sounding more likely

Hyundai looks poised to get into the pickup market, according to the latest report from Automotive News. The Korean automaker revealed the Santa Cruz concept at the Detroit Auto Show this past January, previewing a vehicle that combines the best attributes of a pickup truck with those of a small crossover – sort of like a Honda Ridgeline, but smaller. It's an idea whose time has come, says Hyundai's US chief Dave Zuchowski. "We're assuming that it's going to get done," he told AN. "It's just not officially done yet." He expects it to be approved sometime within the next decade, and when it does enter production, Zuchowski said it could emerge as the first diesel-powered Hyundai offered in America. The biggest challenge, however, may not lie in convincing the head office in Seoul to give it the green light. The company's plant in Montgomery, AL, is strained enough producing the Sonata, Elantra and Santa Fe. In order to produce the pickup as well, Hyundai would need to either expand the current plant or build a new one.