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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.

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.

Tucson hydrogen fuel cell CUV will allow Hyundai to sell more dirty cars

With the first Hyundai Tucson Fuel Cell Vehicle deliveries happening soon (a bit later than expected), it's time for the Korean automaker to explain why it's offering the H2 CUV here in the states. After all, there are only 10 public hydrogen stations in the US today, according to the DOE, so it can't be to take over the market. According to a Hyundai exec, the reason we are getting the Tucson Fuel Cell is to make up to $130,000 through California's ZEV credit system. "We really don't make any money out of selling the fuel cell vehicles for now" – Byung Ki Ahn According to Wards Auto, the California Air Resources Board (CARB) will give the automaker up to 26 points worth of zero emission vehicle (ZEV) credits for each of the $499/month hydrogen Tucson leased through the 2017 model year. Those credits could be worth up to $130,000 to Hyundai. Byung Ki Ahn, Hyundai's director of the fuel cell group, told Wards Auto that, "We really don't make any money out of selling the fuel cell vehicles for now. ... So just by selling the fuel cell (vehicle) we could get a lot of credit points, which you could sell at a later time if you want, like Tesla does. It could be a good business model." Ahn clarified that Hyundai does not plan to cash in on those credits, but to use them to offset the rest of its vehicle lineup. Other automakers also participate in the ZEV credit system, of course, but if Anh's numbers are correct, then fuel cell vehicles earn more credits than battery electric vehicles do, so if you want to earn a lot of credits, hydrogen is a good way to go. You can find more details over at Wards Auto. *This post has been updated to mention other automakers using the ZEV scheme.