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The Border Watch : October 29th 2013
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2 ADVERTISING FEATURE Hyundai previews all-new Genesis sedan HYUNDAI Motor Company, South Korea’s largest automaker, last week held an ‘all-new Genesis sedan Media Preview’ for the Korean media at Hyundai Motor Group’s R&D Centre and officially unveiled the first image renderings of the car. The purpose of the pre-launch media event was to promote its domestic launch scheduled later this year. Staging its world-premiere in Korea, the all-new Genesis sedan will debut in major markets next year. “Launched in 2008, Hyundai’s first premium rear-wheel drive sedan Genesis surprised the industry with its outstanding product competitiveness,” said Moon Sik Kwon, head of Hyundai Motor Group’s R&D Centre, in his welcome remarks. “The evolved all-new Genesis is the product of Hyundai’s best resources and capabilities and we strongly believe it will be a game-changer in the market.” With a total investment of AUD$500 million, the project began with the aim of developing a world-class premium rear-wheel drive sedan, and it took four years to develop the current model. Its main strengths are: premium and distinctive design, best-in-class chassis system, premium European brands’ level of driving and ride &handling performance, cuttingedge safety and convenience features. DESIGN Since its introduction in 2009, Hyundai’s unique design philosophy ‘Fluidic Sculpture’ has evolved to the next level and the all-new Genesis sedan is the first model to adopt Fluidic Sculpture 2.0. While maintaining its original essence, Fluidic Sculpture 2.0 is defined by core elements: Simple and harmonious design with refined fluidic design elements, modern Hyundai look with a singular hexagonal grille, easyto-understand and pleasant design and rich visuotactile colour, material and finishing of the car. Designed based on this new philosophy, the all-new Genesis boasts a premium sports sedan look with refined, ‘in-motion’ design aesthetics. A single-frame premium hexagonal grille makes a bold front statement, while fluidic and voluminous surfacing complete the side lines. Meanwhile, the high-tech, sculptural surface emphasizes the rear design. Its interior design aligns with the premium exterior, adopting consistent design details that fully reflect careful consideration of ergonomics and intuitive operation. Tailored design specifications for all materials and master craftsmanship-level finish strengthen its premium image. SAFETY The all-new Genesis sedan significantly improved its safety in crash tests due to improved body structure and rigidity. Its torsional and bending stiffness have been increased by applying more ultra-high-strength steel, hot-stamping and double-section structure on the front, partitioned engine room design as well as improved rear and centre floor structures. Passenger safety has been improved by the application of advanced seatbelt functions such as Emergency Fastening Device system (EFD), which tightly fastens passengers in crashes, and PreSafe seatbelt, which warns of danger in advance by tightening the seatbelt. PERFORMANCE With improved suspension and application of various advanced technologies, the all-new Genesis sedan offers top-class driving and ride & handling performances. Greatly improved lateral stiffness of the front and rear suspensions and excellent weight balance contribute to the making of a stable chassis. Meanwhile, application of electronic control suspension such as Advanced Traction Cornering Control (ATCC) enables greater stability in corners. Furthermore, Rack-mounted Motor Driven Electric Power Steering (R-MDPS) was first applied to the model with a variable gear ratio, which provides high-speed stability and direct response at low and medium speeds. Hyundai’s ‘HTRAC’ all-wheel drive system will also be available for the first time on the all-new Genesis. The advanced HTRAC system electronically controls torque split between the front and rear axles depending on road and driving conditions, offering greater stability on slippery roads and in corners. It also allows drivers to select driving modes for a sophisticated and tailored driving experience. 624574 16 - The Border Watch, Tuesday, October 29, 2013
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