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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When Hyundai says Blue, what the Korean automaker actually means is green as the i20 Blue concept study that will debut in Paris incorporates a number of modifications to enhance the standard car’s environmental credentials. Based on the all-new i20 supermini, the ‘blue’ package involves revisions to the i20’s powertrain efficiency, aerodynamics and chassis that result to a significant reduction in CO2 emissions and fuel consumption. The i20 Blue runs on a 1.4-liter CRDi diesel engine producing 90PS and 220 Nm of torque, matted to a new six-speed manual gearbox – instead of the car’s usual five-speed unit – in which the ratios have been modified in 3rd, 4th and 5th gear. Hyundai’s engineers updated the engine’s electronic software and at the same time improved performance by minimizing driveline friction and utilizing high-performance, low-friction engine oil. Furthermore, the i20 Blue benefits from the addition of a Hyundai-specific ISG Start-Stop system.

In terms of aerodynamics, Hyundai reduced ground clearance by 15mm, added a full-length underfloor cover and performed subtle changes to the design of the grille and bodywork. The package is complemented by a set of Michelin Energy low rolling resistance tires

Together, these changes offer the i20 Blue a reduction of 15 percent in CO2 emissions over the standard car to just 99g/km and an improvement of 15 percent in fuel efficiency consuming 3,75 liters/100km or 63.7 MPG US. As for performance, the i20 blue accelerates from 0 to 100 km/h (62 mph) in around 13 seconds and achieves a top speed of 176km/h or 110 MPH.

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Joining the propositions from Rhys Millen and HKS, the Street Concepts Genesis Coupe is the third variation Hyundai’s new rear-wheel-drive Coupe scheduled to debut at the 2008 SEMA show in November. Unlike the other two tuning proposals that are equipped with turbochargers, the Street Concepts Coupe features a naturally aspirated 3.8-liter V6 engine enhanced with a sport exhaust and cold air intake system. Other mechanical improvements include a modified suspension and Brembo brakes. On the outside, Street Concepts will go for a black camouflage and what the company calls, “a stealth fighter-inspired paint design” complemented by a custom grille design, tinted taillights and an APR rear wing along with a set of 19-inch racing wheels. Interior modifications include carbon fiber dashboard accents, a custom Infinity audio system, Cobra seats and black suede accents.

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Hyundai announced that it expects to sell up to 50,000 of the Genesis in the U.S. once both the sedan and an upcoming coupe version are in showrooms. “I think it’s reasonably achievable,” Hyundai vice president for product development John Krafcik told reporters. Krafcik said Hyundai could sell up to 20,000 of the sedans and 30,000 of the coupes annually.

The Korean automaker is counting on the launch of the Genesis to boost Hyundai sales and improve the image of the brand. The Genesis sedan, which starts at $33,000, went on sale in late June in the United States. Production of the coupe model will begin in December in Korea.

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