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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.

Next-gen Hyundai Equus spotted horsing around in desert

The last time we showed you the next-generation Hyundai Equus, the northern hemisphere was in the depths of winter and the big luxury sedan was testing above the Arctic Circle. Now, as we're approaching the end of summer, the South Korean company is rather fittingly conducting hot weather testing in the American southwest. As with our last look at the Equus, today's images show a heavily camouflaged car. Said camo, which includes both coverings and more form-fitting stickers, can't hide the overall size of this vehicle. It's a big'un, especially behind the B-pillar. From what we can see through the front camouflage, the Equus should draw some inspiration from the Vision G concept. In short, expect a sportier, more assertive look than what's currently offered on Hyundai's flagship. This particular car is allegedly fitted with a version of the company's Tau 5.0-liter V8, which serves in both the current Equus and the smaller Genesis sedan. It's paired with a ten-speed automatic – yes, ten forward gears... on a car – while our spies reiterated previous reports that a new turbocharged V6 would also be on offer. Importantly, this latest gallery of spy photos gives us our first look at the new Equus' cabin. Again, there's heavy camouflage here, but we can get a look at the handsome leatherwork on the two-tone steering wheel and the stylish silver hue of the HVAC buttons. It also looks like Hyundai will retain a knob-and-button-style controller for the infotainment system, which will be housed in an expansive display at the tip top of the dash. Look for the next-generation Equus to make its debut some time in 2016 as a 2017 model. Related Video:

Nine things we learned driving the 2017 Hyundai Elantra [w/video]

You know how there are pretty much no bad cars anymore? Manufacturers have switched their efforts from eradicating badness to improving on good things. If the last Elantra had any real issues, it rode kind of poorly and had a so-so interior. This 2017 model fixes that while quietly improving on just about everything else too. Not a lot of it is noticeable on its own, but it adds up to a better car. Read our full First Drive for the usual impressions, or if you prefer, take them in via this new format we're trying out. Cutting right to the chase, here are nine things we learned from our time in the 2017 Hyundai Elantra. It looks like three or four other cars, but that's a good thing. The old model of derivative styling took a few well-known designs as inputs and spat out a bland object reminiscent of nothing and everything at once. Because there are no new ideas, and since recycling is a thing, designers have thankfully moved on to picking and choosing the pieces that work best and knitting them together into a cohesive design. On this Elantra, that means some Dodge Dart (RIP) in the hood and front fenders, a bit of Jaguar in the headlights, and hints of Mazda in the way the front end comes together. The result is handsomely inoffensive – less character than the last Elantra, maybe, but it all works. And the interior is a big step up in terms of materials, layout, and design. Have a look at our 360-degree VR overview below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. It will talk to your phone. Every Elantra but the basiest base car comes with a touchscreen head unit. On models with the Popular Equipment Package, that's a seven-inch head unit with normal radio functions plus Apple CarPlay and Android Auto functionality. The Limited with Tech Package swaps that out for an eight-inch display with nav and the same smartphone projection powers. The ride is better than the last Elantra's. The front and rear suspensions have both been tweaked for the 2017 model, and the car is supposed to be much more rigid. It's most noticeable over big bumps; the car doesn't shudder like it used to and the suspension manages body movement well in almost all situations. There's still some body roll, but the front seats have surprisingly large bolsters that keep you in place. The steering is as numb as most other electric systems, although it does feel less artificial than on previous Hyundais.