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Hyundai will launch Genesis brand in December

Hyundai is about to go global with a new, high-end sub-brand called Genesis. Rumors of this spinoff have been swirling for years, but an announcement Tuesday confirms that the Genesis brand will launch in December of this year. "To elevate and differentiate the Genesis brand from Hyundai, a distinct design identity, emblem, naming structure, and customer service offering is being established," the automaker said in a statement. A Korean report states that Genesis will kick off with a new version of the Equus, set to launch next month, called G90. The rest of the lineup will follow suit with that naming structure (Infiniti isn't using it anymore, after all). The Genesis sedan as we know it will be called G80, and a new midsize model will be G70. A luxury SUV and sport coupe will round out the range, and all six models will launch by 2020. The rear-wheel-drive, midsize sedan is expected to debut in the second half of 2017. In order to properly create an identity of its own, Hyundai is creating the Prestige Design Division. Beginning in mid-2016, this group will be lead by Luc Donckerwolke, who was formerly responsible for design at several Volkswagen Group brands, including Audi, Bentley, Lamborghini, Seat, and Skoda. Hyundai Motor Group's chief design officer, Peter Schreyer, will oversee the work of Donckerwolke's new division. Genesis will initially launch in North America, China, Korea, and the Middle East. Hyundai says it will expand to Europe and other parts of Asia as Genesis grows. "The Genesis models will provide technological innovation, excellent driving performance and luxury to customers. Every Genesis model will be created with the needs of our customers in mind, so the resulting car will perfectly meet their needs without any unnecessary burden or excess," said Woong-Chul Yang, vice chairman of Hyundai Motor. Hyundai's full announcement can be found here, or in the press release below.

Watch these Super Bowl car commercials [UPDATE]

On Sunday, February 3, the New England Patriots take on the Los Angeles Rams in Super Bowl 53 at Mercedes-Benz Stadium in Atlanta, Georgia. Some will watch because of the storyline of the old-school dynasty facing off against the new-school wunderkinds, but a large chunk of people will solely be watching for the commercials. Lucky for those who slot into the latter category, many of the manufacturers release their super bowl ads ahead of time, or have simply opted to release the commercials only online. Scroll down to see what car companies have already shown their cards. Audi Audi goes the comedic route in its clip for the Big Game. It starts with a grandpa showing his grandson a gorgeous Audi e-tron GT tucked away in a garage before he's shaken awake. Turns out he was just choking on a cashew in his cubicle at his boring job. Dodge Dodge does what it knows: create enough smoke to punch more holes in the ozone layer. Set to "The Devil Went Down to Georgia (the Super Bowl is in Atlanta, get it!?), a Challenger SRT Hellcat widebody, Charger SRT Hellcat, and Durango SRT are seen ripping through a city, leaving a trail of rubber crumbs in their wakes. Genesis Genesis has not yet released a commercial prior to the Super Bowl, but it is the official luxury vehicle of the NFL. Because of this, Genesis is hosting a fan experience for 10 days before the game. It will showcase the brand's cars, offer games, and have photos opportunities and autograph days. Hyundai Jason Bateman alert! Hyundai is one of the few companies to hook a major celebrity for its advertisement, and the casting is perfect. Bateman plays a doorman who takes people to various terrible events in life, including root canals, the middle seat, and shopping for a car. The ad centers around Hyundai's Shopper Assurance, which is Hyundai's new method for car shopping. Jeep An old 1963 Jeep Gladiator finds its strength in the crusher and transforms into a a new 2020 Gladiator, with a firm declaration that the nameplate is officially back. Kia Through Kia's commercial, a young boy wonders out loud what it'd be like if the millions spent on Super Bowl commercials were used to help others.

Hyundai shows off six custom creations in Vegas

Hyundai rolled in to SEMA this year with an array of six customized vehicles. And while it previewed several members of that lineup in the run up to the tuner expo, it has now brought them all together under one roof – namely that of the Las Vegas Convention Center. The fleet consists of three custom creations based on the Tucson crossover, two on the Genesis Coupe, and one on the Veloster. The Tucson lineup includes one by Bisimoto, another by John Pangilinan, and a third by Rockstar Performance Garage. In typical style, Bisimoto cranked the crossover up past 700 horsepower, thanks to a high-boost turbocharger running on flex fuel. Pangilinan crafted his JP Edition Tuscon for off-road adventure with a pop-up tent on the roof, brush guards, and a lifted suspension. And Rockstar went with a Baja-style off-road competition approach with a massive 6-inch lift kit and 32-inch tires. The Genesis Coupes include one by ARK Performance and another by TJIN. The former is dubbed the Solus edition, adopting a dual focus on performance and luxury with a wide body kit, carbon-fiber trim and a supercharged V6 stroked out to 4.0 liters to produce over 500 horsepower. The TJIN edition also ups the output past 500 horses with a supercharger from Bisimoto, plus a free-flowing exhaust, intercooler, and blow-off valve. KW coilover suspension, custom body kit, and green paint job finish it off. Finally, there's the Veloster Turbo R-Spec done up by Blood Type Racing with a black paint job, red racing stripe, carbon-fiber wide-body kit, and a 1.6-liter turbo four boosted up to – you guessed it – over 500 hp. Check out five of them together (sans the Bisimoto) in the slideshow above, or each of the six in the individual galleries at bottom for a closer look - along with the details in the press release below. Related Video: HYUNDAI'S 2015 SEMA LINEUP FEATURES SIX VEHICLES BUILT BY THE INDUSTRY'S BEST TUNERS Concepts Based on 2016 Tucson, 2015 Genesis Coupe and 2015 Veloster Turbo R-Spec FOUNTAIN VALLEY, Calif., Nov. 3, 2015 – Once again, Hyundai has teamed up with some of the best vehicle tuners in the automotive community to deliver six concept vehicles for SEMA 2015. This year's builds feature three of Hyundai's all-new 2016 Tucson crossovers, two high-powered Genesis Coupes, and a Veloster Turbo R-Spec. Hyundai will be showcasing these creations at its SEMA display in Center Hall (booth #24387) at the Las Vegas Convention Center, Nov. 3-6, 2015.