Hyundai seems undaunted by the crisis hitting the global automotive industry. At least, in how they’re still pursuing a strategy of cracking the premium market and taking the brand upscale.

Here the Korean automaker has released design sketches of its next generation flagship luxury sedan. The model formerly known simply as the VI will now adopt the Equus name and will be making its debut in South Korea in February 2010. But this Equus will be using Hyundai’s new rear-wheel drive architecture from the Genesis platform instead of being a front-wheel drive like the Equus of old.

The new Equus will come with a series of high-tech cabin gadgets that a customer would come to demand from a car in this class. These include safety features such as Vehicle Stability Management System, Lane Departure Warning System and Pre-Safety Seatbelt System which can tighten belts in the split-seconds before a crash.

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In spite of the fact that Hyundai has gone a long, long way from the unforgettable Pony of the 1970’s and 1980’s to producing cars like the modern day Genesis Sedan and Coupe, the company still lacks a strong brand image and is snubbed by many consumers. The Koreans however are trying their best to improve the brand’s appeal not only through adverts but also by collaborating with highly respected firms like the Italian fashion house Prada. According to Hyundai, Prada’s design team will create three special edition Genesis sedans in Italy over a four month period, working closely with the company’s engineers and own designers, using the house’s signature materials.

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Hyundai seems to have taken this year’s SEMA gathering quite seriously as aside from the four Genesis Coupes the Korean automaker also revealed three Genesis sedan concepts in Vegas. First up is the RKSport Genesis that features a supercharged version of Hyundai’s 4.6-liter Tau V8 engine producing 460HP. It also boasts cylinder deactivation technology that allegedly helps it deliver an estimated 18mpg in city and 27mpg on the highway. According to RKSports, the 460HP Genesis reaches 60mph (96km/h) in 4.9 sec and clicks through the quarter mile in 13.58 sec at 108 mph.

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For its second  SEMA Show Genesis Sedan project Hyundai has joined forces with RIDES magazine. The customized Korean luxury sedan is packed with the latest gadgets in digital accessories including two Mac Mini computers, a MacBook Air, iPod Touch, iPhone 3G, high-speed Wi-Fi internet connection and a movie theater-quality surround sound system. And if that ain’t enough to impress you, the Genesis’ trunk also houses another Mac mini computer along with a 20-inch Apple Cinema Display and a motorized tray containing the mouse and keyboard. Continued

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