Hyundai: The new RWD coupe will have V6, not V8

At least an Asian manufacturer is producing an 'affordable' rear-wheel drive coupe.

Anyone else think Hyundai would have been better off making a new brand to compete with the likes of Acura, Inifinty, possibly volvo? Something along the lines of medium luxury vehicles.

No. Hyundai is on a roll and needs to cast into concrete the promise of its brand which I see as providing the features and benefits of cars like Lexus without the rip-off prices. Only fools would pay extra for a brand name unless they are inherently without prestige and need to buy it. When you have two or three car brands that are essentially the same vehicle with different prices and brand names (all manufactured by the same company), people see right through that and laugh at those who paid the highest price.
I expect old-school auto execs to disagree with me and to continue the practice of using marketing chicanery to hype up the incremantal price of a so-called luxury branded product far beyond its true incremental value.

I believe Toyota and Honda were once like Hyundai in their heydey, the underogs trying to find success in a strong market. It was difficult to sell Japanese branded vehicle up until the 1970's energy crisis where small, fuel-efficient vehicles were their specialty. Manufacturers don't start as profitable companies when they open up shop and this extends further to Nissan's Infiniti, Honda's Acura, and Toyota's Lexus sub-brands because they were not overnight successes as well.