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Last year, many people got their first glimpse of Hyundai’s new Genesis luxury sedan as the Giants beat the stuffing out of the Patriots during Superbowl XLII. Pleased with the results of that effort, Hyundai is coming back to the big game, this time with the Genesis Coupe. Outgoing creative agency Goodby, Silverstein & Partners is handling two 30-second commercials featuring Hyundai’s sporty new rear-drive two door. While the agency change has raised some eyebrows, Hyundai insists that it will continue to work with Goodby for quite some time, even as it transitions creative duties to World Marketing Group, already handling media buys for the automaker. We’ll have to tune in for all four quarters to see if the jilted ad folks mailed it in, but judging from the quality of Goodby’s work on the Genesis Sedan - and the target-meeting 8,000 units sold - the pigskin-centric effort will likely meet with success.

Hyundai’s trifecta of SEMA-bound Genesis Coupes is complete, and the latest tuned, rear-wheel-drive two-door comes courtesy of Street Concepts. Unlike the turbo’d models from RMR and HKS, the Street Concepts Coupe is packing the 3.8-liter V6 fitted with a custom cold-air intake and a Magnaflow exhaust. According to Street Concepts’ owner, Shawn Williams, their aim is to “maximize the driving capabilities of the Genesis Coupe while striving for a level of practicality…”

To that end, the only performance mods – outside of aiding the V6’s breathing – include a modified suspension, Brembo brakes and 19-inch Volk wheels shod in performance rubber. The exterior benefits from a black camo and “stealth fighter-inspired paint design,” along with tinted head and taillights, APR rear wing and custom grille. Inside, carbon fiber trim joins a pair of Cobra seats with black suede accents and an Infinity audio system.

With the Coupes covered, we’re waiting to see who Hyundai tapped to tune its three Genesis sedans. We’re sure they won’t be nearly as entertaining on the track, but a few VIP-styled sedans could do a lot to stoke the image of the Genesis.

Hyundai made a huge splash at the New York Auto Show this year with its Genesis Coupe, and it’s looking for a repeat performance next month at the SEMA Show in Las Vegas. The Koreans are working with several aftermarket tuners to create special coupes for the tuner show and they just passed along a photo of one of them. This example was created by HKS USA and includes the usual array of body work mods along with plenty of mechanical upgrades. Hyundai hasn’t provided details on the engine re-work yet other than noting it’s got an HKS GT Turbo package, so presumably this car will use the 2.0L turbo four-cylinder as its starting point. Since the guts of the engine are being beefed up, we can safely assume this thing will be running considerably higher boost than a stock Genesis. Hopefully the HKS Hipermax III fully-adjustable suspension will help make all this power usable on the street as well as the track. The Genesis Coupe may just yet prove to be a very formidable competitor to all those new Mustangs, Camaros and Challengers appearing over the next few months, and we can’t wait for our chance to drive one.

Two things revealed at this year’s New York Auto Show had our salivary glands working overtime. The first was the Hyundai Genesis Coupe, which proved that at least one automaker (and now, two and possibly three) is getting hip to the idea that a rear-wheel-drive, two-door coupe with a turbocharged four-cylinder is needed in the marketplace. The second was over at the Kia booth, where Hyundai’s sub-brand revealed its Koup concept, powered by a turbocharged 2.0-liter gasoline direct-injected (GDI) four-cylinder. According to Kia, this new mill makes 290 hp and 289 lb.-ft. of torque and could power several different models in both automaker’s lineups.

Fast-forward to yesterday when we received a couple of tips about a green Genesis Coupe shown at the Busan Auto Show in South Korea. The coupe supposedly shared display space with the same THETA turbocharged GDI 2.0-liter on a separate stand, causing some members of GenFans to assume that the 290 ps (285 hp) engine was fitted to the green coupe. However, the “380GT” badge on the back reveals that the coupe is actually powered by the run-of-the-mill 3.8-liter V6.

We called up Hyundai to ask about the engine and the Coupe on display. Their response: “We’re not commenting on it at this time.” While we understand that certain cards have to be kept close to one’s chest, it would have been easier just to tell us that the coupe on display and the engine at its booth have nothing in common. Since they’re remaining disconcertingly tight-lipped, can we assume that the turbocharged 2.0-liter GDI will find its way into the Genesis Coupe in the future? We hope so. And with Hyundai’s recent announcement that direct-injected engines are going to find their way into several of its models, it adds that much more fuel to the fire.

[Sources: Hyundai, GenFans]

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