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Hyundai lets loose another Super Bowl ad

Another day, another Super Bowl ad from Hyundai. The automaker is planning to show off five spots during the big game, and seems hell-bent on trotting each one out ahead of time to garner the most amount of attention possible. We've already seen three of the ads, and the latest follows one young boy as he amasses a football team to take on a bully. His selections range from a set of body-building twins to a bear wrestler and a freakishly strong good Samaritan. The spot is intended to show off exactly what sort of uses you could come up with for the seven-passenger Santa Fe.
We understand Hyundai's push to roll out its ads ahead of time. Estimations from previous years indicate previewing Super Bowl ads can increase viewership by as much as 700 percent, but there's little call for this slow walk out. The company still has one more spot to show off, and we won't exactly be holding our breath. You can check out the latest ad below as well as the most recent press release.

Are we closer to a production version of the Genesis X Convertible?

Searching the U.S. Patent and Trademark Office (USPTO) database for the alphanumeric "GT90" returns 21 results. All but four results are dead. Three of those four trademark requests come from Hyundai, one of them filed this month. As CarBuzz noted, on April 4, Hyundai asked to reserve the character logo for "GT90 Genesis" for two categories: Automobiles and sports cars. As usual, a trademark application doesn't mean we'll see the trademark used anywhere. The Korean automaker's been toying with this idea for years, though. In 2017, it requested to reserve the name "Genesis GT90," in 2020 it applied to protect the same GT90 Genesis logo in several categories that did not include sports cars. The suspicion is that the GT name will could be for a grand tourer based on one of the Speedium concepts revealed in the last few years. The GT90 Genesis filing comes about two months after Hyundai supposedly told U.S. dealers the Genesis X Convertible concept will enter production. Descriptions from the chairman of Genesis' national dealer advisory council laid out a flagship product to launch the brand into another uncharted reach, attempting to take Genesis in the same direction the Celestiq is attempting to take Cadillac. Peter Lanzavecchia told Automotive News about the possible production car, "I don't know if it's going to be over $200,000 or $300,000, but I guarantee we're going see a lot of Bentley Continental convertible trade-ins on that when it comes to our showrooms." Other luxury news and rumor in the background at Genesis have the head of product planning telling Autocar, "We do talk about developing ‘effortlessÂ’ [electric] powertrains — enough power to be enjoyable in all circumstances, and which satisfies the luxury experience," and a report that there's work on a One of One personalization division. Both tidbits would fit with the arrival of a top-shelf electric GT. And if one, why not more? CarBuzz found more applications for GT60, GT70, and GT80 filed in Cuba. Genesis has said it won't abandon the sedan segment, and it wants more coupes and convertibles. Many automakers have said EVs open up the business cases for those two-doors and droptops that have become even more niche in the past decade. For Genesis, a three-pronged approach of G sedans, GV crossovers, and GT coupes and convertibles could be the result.   Related video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

Hyundai to build test facility at N"urburgring

It looks as if Hyundai is set to build a test facility at the famous Nürburgring. Carscoop reports the Korean automaker has commenced construction on a 10,000-square-foot test center with access to the lengthy German track. Hyundai says the $7.3 million facility will help the company focus on improving the ride and handling of its vehicles through extensive research and development.
Sounds like a plan to us. While we've seen Hyundai vehicles improve on many fronts over the past few years, the company continues to struggle with suspension refinement compared to its Japanese, German and domestic rivals.
Automakers routinely flock to the Nürburgring for testing and development thanks to the track's unusual attributes. With a variety of surfaces, banking, turns, elevation and even weather, the circuit offers engineers the ability to put a vehicle through its paces in a wider range of conditions than most facilities.