For those of you who don't know, the Specialty Equipment Market Association (SEMA) show in Las Vegas is one of the world's largest automotive exhibitions, and is a Mecca for the performance aftermarket industry.
It's also the perfect venue for automakers to show off what their cars are capable of after some third-party modification. Hyundai has decided to thrust its all-new Genesis Coupe into the hands of several tuning houses to show just what can be achieved with the RWD two-door.
HKS - a company whose catalogue is almost exclusively dedicated to Japanese cars - is one of the first aftermarket manufacturers to tinker with the Genesis. And 'tinker' they have, with the Korean coupe now sporting a quartet of HKS's own Hipermax III coilovers, beefed-up engine internals, a reprogrammed ECU, a HKS GT Turbo kit, a low-restriction intake and exhaust system and a set of ultra-desirable Volk RE30 rims all topped-off by a sleek Ken Style bodykit.
The Genesis Coupe is Hyundai's first real foray into the tuner market. Its last sports car - the Tiburon - was briefly experimented with by the aftermarket industry, however, thanks to its front-wheel-drive drivetrain and less-than-inspiring handling, it never won quite the same acclaim as the more established Japanese competition.
Hyundai has learnt from its mistakes though, and the Genesis Coupe appears to have all the right ingredients to break into the modified car market. Rick Lafferty, President of HKS USA explains:
"Genesis Coupe has the basic DNA that HKS looks for ? an excellent chassis, rear-wheel drive, aggressive styling and a new generation turbo-charged engine.
"These attributes provide the opportunity for HKS to maximize the Genesis Coupe driving performance capabilities for the serious driving enthusiast," he said.
The HKS Genesis Coupe will make its formal debut at the SEMA show in Las Vegas on November 4. If you're thinking of heading down and checking out what's on offer though, don't bother - the show is industry-only, and only automotive traders, distributors and the media are able to enter. Bummer.
HYUNDAI COLLABORATES WITH HKS USA TO UNVEIL GENESIS COUPE AT SEMA SHOW
FOUNTAIN VALLEY, Calif., Sept. 3, 2008 ? Hyundai Motor America today announced that HKS USA, Inc. will create a high-performance Genesis Coupe for the 2008 Specialty Equipment Market Association (SEMA) show. The all-new, rear-wheel drive Hyundai model will make its SEMA debut at the Las Vegas Convention Center Nov. 4 ? Nov. 7, 2008. HKS, the leading manufacturer of premium performance parts, is the second company to join Hyundai for this year's SEMA show.
"Genesis Coupe has the basic DNA that HKS looks for ? an excellent chassis, rear-wheel drive, aggressive styling and a new generation turbo-charged engine. These attributes provide the opportunity for HKS to maximize the Genesis Coupe driving performance capabilities for the serious driving enthusiast," said Rick Lafferty, president, HKS USA, Inc. "HKS is allocating R&D, engineering and prototyping resources to lay the groundwork for HKS-brand Genesis Coupe performance parts. We are looking forward to working with Hyundai to realize the full performance potential of the Genesis Coupe."
The HKS plan for the Genesis Coupe includes a HKS GT Turbo upgrade to maximize horsepower and torque, HKS engine internals, HKS limited-edition turbo exhaust system, HKS Super Mega Flow Intake System, HKS Engine Management and HKS Hipermax III fully-adjustable suspension.
"We've designed Genesis Coupe from the start to be tuner-friendly," said John Krafcik, vice president, Product Development and Strategic Planning, Hyundai Motor America. "Partnering with an industry leader like HKS is a terrific way for us to stretch the performance envelope of Genesis Coupe."
The HKS Genesis Coupe will also showcase functional ground effects designed by Ken Style, HKS Time-Attack cars' aerodynamic partner. The interior will emphasize driver comfort and control with HKS electronics including CAMP2 that monitors up to 24 data signals from the Genesis OBD2 and programmable calculations for fuel costs, average fuel consumption and fuel efficiency in real time.
HYUNDAI GENESIS COUPE HIGHLIGHTS
? Hyundai's first rear-wheel drive sports car
? 306 horsepower (est.) from enhanced 3.8-liter V6 from Genesis sedan
? Standard 212 horsepower (est.) turbocharged, intercooled inline four cylinder
? Genesis Coupe arrives in the spring of 2009 as a 2010 model
HKS USA, INC.
HKS USA, Inc. is a leading manufacturer and supplier of premium automotive aftermarket performance systems, parts and accessories. Delivering its products to both the import and domestic car markets, HKS has been recognized for its engineering and performance excellence in the automotive industry since 1973. Established in 1982, HKS USA, Inc. is a wholly-owned subsidiary of HKS Company, Ltd. Japan and distributes its products through its worldwide dealer network. For more information about HKS USA., visit their website at www.hksusa.com.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of South Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through 800 dealerships nationwide.