The exterior of the Genesis is certainly handsome from afar, chrome bits and pieces glinting in the Korean summer sun against the deep red pepper-paste colored spaceship-like exterior of one of the two sedans we test-drove. The interior's quite plush, filled with NASA-level doodads like a hard disk-drive-based navigation system complete with voice recognition, gadgets like Bluetooth connectivity and doohickeys like a USB/iPod connector and the well-bred Lexicon Logic 7 audio system.

It's not just the exterior and interior that're packed to the chromed-out gills. At a rocket-like 375 horses, the optional 4.6-liter Tau V8 packs the rails under the hood with the right figures for our taste, while the 290 HP standard 3.8-liter V6 ain't too shabby-sounding either. That's enough power to take the V6-powered Genesis up to a top speed of 130 MPH and the V8-powered sedan up to an Autobahn-like 155 MPH — and a 5.7 second 0-to-60 time. Gear shifts come by way of a more-than-capable ZF 6-speed automatic transmission mated to either engine selection. And did we mention the size? The Genesis is big — a wheelbase measuring 115.6 inches, a length measuring 195.9 inches and a width of 74.4 inches. Despite being bigger, longer and more uncut than many in this class, the Genesis still manages an astonishing 17.95 foot turning radius. And even with the beefy proportions, Hyundai expects the Genesis to eek out a commendable-for-the-class 18/27 MPG fuel economy rating with the 3.8-liter V6 and 17/25 MPG fuel economy rating with the 4.6-liter V8.

So on paper, the Genesis is certainly an attractive looking package, packed with all the goods you'd expect from other entry-level mid-size cars with alpha-numeric names like 550i, E550, CTS, GS 460 and TSX. But a true entry-level luxury sports sedan isn't built merely by ticking boxes on a list of options, there's more that's different between the Genesis and the rest of the segment than just naming convention.

For starters, buyers in the KDM (Korean Domestic Market, for the uninitiated) look for a more comfy ride than their U.S. market brethren. Hyundai's HATCI (Hyundai KIA America Technical Center, Inc) team deserves some credit for trying to rework the suspension on the Genesis with a set of stiffer springs, damping and shocks to match that differing set of preferences.

But the tuning shouldn't confuse buyers into believing the Genesis is a sports sedan. The buyer-in-the-know will realize that particular truth the first time you take a hard turn. Despite an admirable performance on Hyundai's Namyang R&D Center's ride-and-handling course, the now-stiffened Genesis still felt like it was floating through a bucket of marshmallow fluff. Combine the ride feel with an inability to steer with your right foot, a traction control system that (like many in the segment) can't ever be turned all the way off, limited steering feedback and thick levels of engine-sound-dampening and you have a feel that's more Posh than Sporty on the Spice scale.

But many buyers in the segment are finicky enough to be focusing as much on the looks as they are on the ride. At first glance, the interior certainly looks plush enough to deliver, and in some areas exhibited quality levels higher than others in the segment — fit and finish on the center console and over the transmission tunnel were top-notch. But I also found material choices inappropriate for the the segment. Despite the limited mileage, the perforated leather seats already showed significant wear and tear and the rear-seat plastics were below those of the segment's standard-bearers. Step outside the sedan and the exterior of the Genesis that looked so good from afar, on closer inspection showed larger-than-expected panel gaps and doors that shut with a strong shudder from the body.

Pop the trunk and again it looks right from first glance. There's a set of very nicely plastic-coated trunk hinges, the pull-handle's in the right place and they've even installed the battery there to increase rear-weight bias. But a closer inspection shows off a finish level approaching that found in a malaise-era Oldsmobile, with the backs of the rear-seat shelf speakers sitting exposed and naked and a carpet loosely covering the foam-coated floor. Although it may seem like we're nit-picking here, it's what buyers in the segment are prone to do.

And here's what kimchi has to do with it. You see, I'd become interested in the spicy stuff after reading a recent story in the International Herald Tribune about the Korean government spending millions of dollars on a multi-year program to take the pungent slimy stuff and create a more space-friendly version for the first Korean astronaut to take aboard the International Space Station. That's right, space age kimchi.

What I should have learned from that story — other than not to touch kimchi with a ten-foot-long set of chopsticks — is that I shouldn't have doubted the ability of Korean engineers to defy conventions and create something for the space age. The Genesis is so light-years beyond anything Hyundai's ever brought to market, it's hard not to be astonished. Seriously, who knew Hyundai could build a sexy-looking, rear-wheel-drive four-door with an attractively luxurious interior on their first try? The Genesis won't be right for the average entry-level luxury buyer. But those brand-snobs won't be buying this car anyway. No, the real market for this sedan will be one step below — that $30,000-level of the market littered with domestics like the 300C, the G8 GT and the Taurus — those buyers looking for the accoutrements and power one expects from a big rear-wheel drive sedan (or AWD, in the case of the Taurus), but who could care less about the pretenses. And they'd be getting a steal by choosing Korean — and less heartburn and need for Kaopectate.

As you'll remember, the new Genesis is an attempt to absolutely decimate the luxury scene here by offering a large, technologically advanced, V8-powered rear-wheel-drive luxury sedan at a not too unreasonable price. Specifically, a 375 horsepower, 333 lb-ft of torque Tau V8 that puts power through the rear wheels and launches the sedan to 60 mph in under six seconds for a price possibly under $42,000. [Motive Mag Forums]

Though we've brought you photos of the Godzilla crashing earlier today, we don't see this as an alarming increase in Asian car accidents but rather a welcome increase in people sharing pics of wrecked exotics. And by "exotic" we mean, you know, stuff we don't see here yet. [Zeanon via CarScoop]

The Technology Package includes:
- Lexicon Discrete Audio System
- Six-disc in-dash DVD changer navigation system
- Reversing camera
- Driving Information System
- Multimedia controller
- HID, Auto-levelling headlights
- Adaptive cornering headlights
- Parking sensors
- Cooled driver's seat

We just caught the latest prototype for the Hyundai Genesis Coupe, caught testing in Northern Sweden. Our latest look catches the fetching RWD coupe with some new, multi-spoke euro-inspired wheels. We also managed a couple new shots of the Coupe's interior, revealing and automatic transmission with the expected +/- slot for the shift stalk. No steering-wheel-mounted paddle shifters are visible—somewhat surprising given the Coupe's upscale gene pool stemming from the recently-released Genesis sedan. Heated seats, however, are on the options list.

We also managed a good look at the rear seat accommodations, and they
look fairly acceptable for real, full-grown human use. Leg room,
while not ample, looks reasonable enough. Hyundai's new coupe will be
a strict four-seater, with rear buckets separated by two cup holders
and a central bin. So far, the only confirmed engine is a 2.0-liter
turbocharged four-cylinder engine. A V-6 is also likely, but a V-8—
however tantalizing—is reportedly a long-shot.

The Korean automaker's two new 30-sec spots take dead aim at German (rival?) automakers BMW and Mercedes-Benz and a tiny little swipe at Lexus (also rival?). Smugly touting their new 375hp V8, Hyundai is obviously trying to appeal to a more demanding clientèle and taking a little bit of an understated approach to the whole glitz-and-glam we normally expect from big budget big game ads. We think there will be quite a few people second-guessing their luxo-badge-snobbery come Sunday. And hey, does it seem like Hyundai's finally picked a front grille for the Genesis?

The new 2009 Genesis is the most advanced Hyundai ever

From its design and spaciousness to its technology and appointments, it delivers a wealth of features and performance befitting flagship European and Asian brands, but delivers them at a much more accessible price point. Starting with its Lexicon state-of-the-art audio system featuring LOGIC 7® technology, Genesis offers an extraordinary combination of technology, premium appointments, and value. Standard is a soft-touch instrument panel with woodgrain accents, Bluetooth® hands-free mobile phone interface, and USB/iPod® auxiliary inputs. A state-of-the-art navigation system with an eight-inch display is available. The navigation unit is accessed by a user-friendly multi-media controller that also controls the radio. Backing out of tight spaces and avoiding mishaps is much easier with the available backup camera that uses the eight-inch display to show the driver a clear view immediately behind the car.

A leather-wrapped dash, door panels, and console lid surround the driver in a luxurious environment, while heated and cooled driver's seat provides optimal driving comfort. An automatic windshield defogger with humidity sensor and rain-sensing wipers allow crystal clear sight lines. No other car in the segment offers an ultraviolet reflective leather steering wheel, which keeps the surface cool to the touch, even in scorching sunlight. Genesis also offers the conveniences of power rear sunshade, automatic electronic parking brake, proximity key and push button starter.

LEXICON® AUDIO SYSTEMS TEAM WITH XM, HD RADIO™, and APPLE TO OFFER UNRIVALED AUDIO PERFORMANCE AND CHOICE

Rolls Royce Phantom and Hyundai Genesis are the only automobiles to offer a Lexicon-branded state-of-the-art audio system featuring LOGIC 7® technology. The Lexicon® surround sound audio system includes a 12-channel digital amplifier and 17 speakers producing more than 500 watts of sound in 7.1 discrete audio. Genesis is also the first popular brand to offer the clarity of digital HD Radio technology from the factory. Navigation-equipped Genesis models also include a 30-gigabyte hard drive and XM NavTraffic. Like every 2009 Hyundai, Genesis comes standard with XM Satellite Radio. Auxiliary USB and iPod® inputs allow drivers to fully control and charge iPods directly from the head unit.

ADVANCED LIGHTING TECHNOLOGY

The 2009 Genesis offers Xenon high-intensity discharge (HID) headlights. The advantages of HID headlamps include greater lighting power, daylight-type lighting and reduced power consumption. In addition, the cut lines of the new HID headlights are extremely precise, providing maximum nighttime visibility without distracting other drivers. The lamps also feature an auto-leveling function which keeps the headlights level regardless of how the vehicle is loaded with passengers or cargo. Genesis also offers an Automatic Front Lighting System that allows the headlamps to automatically swivel for better visibility when cornering.

NEW TECHNOLOGIES DELIVER IMPROVED SAFETY PERFORMANCE

Maintaining Hyundai's emphasis on delivering leading safety technology, Genesis boasts world-class active and passive safety features to help both prevent accidents, and maximize the well being of its occupants in the event of a collision. The Genesis continues the Hyundai tradition of standardizing key life-saving safety technology such as Electronic Stability Control (ESC), eight airbags and electronic active head restraints.

Genesis' total of eight airbags include advanced dual front airbags, front and rear seat-mounted side-impact airbags, and roof-mounted side curtain airbags for both front and rear outboard seat occupants.

An electronic active head restraint system will debut on the 2009 Hyundai Genesis. Hyundai is the first popular brand to offer electronic active front head restraints, an improvement over mechanically based active head restraint systems. Until now, electronic active head restraints could only be found on select Mercedes-Benz, BMW and Lexus models. Active front head restraints have been proven by the Insurance Institute for Highway Safety to help prevent whiplash.

Genesis has a total of 8 ultrasonic sensors located on the front and rear bumpers. The sensors along with the rear backup camera help detect how close objects are when parking. Distance is indicated on the in-dash screen and accompanied by an audible warning tone.

Forward-looking radar is used in Genesis' Smart Cruise Control system. Smart Cruise Control adjusts vehicle speed to maintain distance from the vehicle ahead in the same lane.

Genesis is brought to a halt by large four-wheel anti-lock disc brakes with Brake Assist and Electronic Brake Distribution (EBD). The 12.6-inch front rotors have single-piston floating calipers and the rear brakes feature 12.4-inch rotors with single-pistons on V6 models. Twin-pistons and larger rotors are featured on V8 models.

WARRANTY

The all-new 2009 Hyundai Genesis is protected by the Hyundai Advantage, America's Best Warranty™. Coverage includes five-year/60,000-mile bumper-to-bumper protection, 10-year/100,000-mile limited powertrain warranty, and seven-year/unlimited mileage anti-perforation coverage. In addition, Genesis buyers receive 24-hour roadside assistance coverage at no extra charge for five years (no mileage limit) and that service includes emergency towing, lockout service and limited coverage for trip-interruption expenses. There is no deductible on any of these coverages.

TECHNOLOGY

* Electronic active front head restraints
* Electronic Stability Control
* Eight airbags
* Heated / cooled seats
* High Intensity Discharge (HID) headlamps with adaptive leveling
* Adaptive Front Lighting System
* Push-button start
* Navigation with backup camera
* Electric parking brake
* Standard Bluetooth technology
* iPod/USB auxiliary inputs
* HD Radio™ receiver
* XM Satellite Radio® with NavTraffic
* Lexicon® Discrete Surround Audio Systems
* Automatic windshield defogger with humidity sensor
* Rain-sensing wipers
* Smart cruise control
* Five-link front and rear suspension
* Tau V8 engine
* 6-speed transmissions
[Source: Hyundai]

With production date just a year away, Hyundai is on track with final testing of the much anticipated rear-wheel drive Genesis. And like the concept shown in New York, this prototype is wearing the production-style grille. In the past, prototypes have been seen with a variety of horizontal and vertical grilles - but this is the one that will take it to production. The Genesis is expected to be equipped with an iDrive-type system and is using Lexus and Cadillac as benchmarks. The camouflage - off on the side of a couple of these views - gives an even better look as to what the production version will look like. We expect to see the Genesis driving around for the next year or so - just like this - wearing a few yards of black vinyl to hide the final details, until the production version arrives in dealership in the fall of 2008.