Hyundai Evaluating the Creation of a Separate Genesis Brand to Compete with Lexus, May Build a BMW 3-Series Rival

If you were wondering what's next on the Hyundai and Kia Group's agenda of world domination, the answer is the addition of a third brand to the firm's portfolio to compete head on with Japan's Lexus and Infiniti, and possibly even Germany's finest, including BMW and Audi.

The luxury arm would most likely be called Genesis and include the South Korean firm's current rear-wheel drive offerings such as the Genesis Sedan and Coupe, plus the soon-to-be-launched onto the American market, Lexus LS-rivaling Equus.

The automaker, which saw its U.S. market share increase by an overly impressive 50 per cent in the past two years, would further enhance the range of the Genesis brand with a compact sports saloon in the likes of BMW's best-selling model, the 3-Series, and a crossover utility vehicle to compete with the Lexus RX 350.

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ARK Performance and Hyundai Tune Up Genesis Coupe for 2010 SEMA Show

The Hyundai Genesis Coupe is no stranger to the SEMA Show; tuned versions of the South Korean carmaker's two-door sports were present at both the 2008 and 2009 Shows. Now, Hyundai has teamed up with ARK Performance Inc. to produce the ARK Track Time Attack Genesis Coupe 3.8L V6 show car that will make its debut at the Las Vegas 2010 SEMA Show in the beginning of November.

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Hyundai Releases Pricing for its 2011 Genesis Coupe Lineup, Including New 3.8 R-Spec

Hyundai has decided it's time to share its 2011 Genesis Coupe pricing with the masses. With a few mild upgrades for 2011, including more softness on the inside, the Genesis Coupe lineup gains some extra cred in the form of a new entry-level R-Spec 3.8.

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2011 Hyundai Genesis Coupe Receives Interior Refinements and New 3.8 V6 R-Spec Model

Hyundai's well-received Genesis Coupe is entering the 2011 model year in the U.S. with some minor interior refinements, and most importantly, a new hotter model called the "3.8 R-Spec".

Previously available only in conjunction with the 210HP 2.0-liter turbocharged four-cylinder engine, the R-Spec trim level can now be ordered with the 3.8-liter V6 engine that delivers 306-horsepower and 266 lb.-ft. of torque on regular unleaded, hooked up exclusively to a six-speed manual gearbox.

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VIDEO: Rhys Millen's 775HP Hyundai Genesis PM850 Pikes Peak Racer in Action

Back in April, we shared the first details on Rhys Millen's Hyundai Genesis PM850 racer that will compete in this year's Pike Peak Hill Climb on Sunday, June 27. Now it's time to give you a taste of the insane race car in action during testing.

The Genesis PM850 is motivated by a heavily modified Hyundai Lambda V6 engine bored out to 4.1 liters and fitted with an HKS turbocharger, intercooler, and a unique exhaust system for a total output of 775HP and 750 lb-ft of torque. All that power is sent to all four wheels through a Weismann semi-automatic AWD transmission. Hit the jump to watch the two videos.

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