Hyundai To Spotlight Genesis Coupe As A Performance Car In Superbowl Ads. Are You Buying It?

Hyundai Motor America will air its first two television commercials for the new 2010 Genesis Coupe during Super Bowl XLIII on Sunday, February 1, 2009. The 30-second commercials will position the 300+ horsepower sports coupe as a performance machine designed to capture the hearts of automotive enthusiasts.

The two spots share the same theme, "The Epic Lap," but each offers a distinct perspective of Hyundai's newest offering to highlight both its fluid design and track-worthy performance. Precision driving performed by Rhys Millen, a Pike's Peak world record holder, Formula-D champion and professional driver, is choreographed to music performed by Yo-Yo Ma in the version airing in the first half of the game. A second musical talent will be introduced in the subsequent 30-second spot, which will feature re-edited precision driving footage matched to a completely distinct soundtrack.

"Genesis Coupe is Hyundai's most dynamic performance car ever and it is the second-consecutive all-new model introduction from Hyundai to debut during the Super Bowl," said Joel Ewanick, vice president of Marketing, Hyundai Motor America. "So many elements come together in these advertisements that showcase the Genesis Coupe's design and performance that we know it will cast a halo over the entire brand."

Just as the Genesis sedan set a new benchmark for the $35,000-$40,000 premium sedan segment, Genesis Coupe will provide sport coupe enthusiasts a fresh new set of performance alternatives. The Genesis Coupe offers a 30-mpg 2.0-liter model with a low-pressure intercooled four-cylinder turbocharged engine producing 210 horsepower, and a 3.8-liter V6 Track model with 306 horsepower and massive Brembo brakes.

"The Epic Lap" Captures Genesis Coupe's Performance

For the Super Bowl, Hyundai elected to create two commercials that put the Genesis Coupe in the only element where drivers can safely and legally explore the upper limits of the car's awesome abilities: a race track.

As racecar driver Millen navigates the 2.54-mile, 12-turn world class road course at Road Atlanta in Northeast Georgia, you hear a beautiful solo of Bach's "Cello Suite #3 in C, Gigue" performed by Grammy Award-winning cellist Yo-Yo Ma. The artist will also be editing the film footage with editor Hank Corwin to make sure his interpretation of the "The Epic Lap" is brought to life.

"We have captured the spirit of Genesis Coupe in 'The Epic Lap,'" said Ewanick. "Yo-Yo Ma's interpretation is gracefully paired with Hank Corwin's artistic editing and we have done a fantastic job of showing off the sculpted, modern design of the Genesis Coupe."

Rhys Millen flogged a Genesis Coupe for three days during the filming process and the car never missed a beat. The only item that needed to be replaced on the Genesis Coupe was a set of tires.

"The Epic Lap" was created by Goodby, Silverstein & Partners. Both versions of the advertisement will air again during the Academy Awards(R) on February 22 on ABC and on other special events programming. Hyundai will also host an online contest asking consumers to edit their own version of "The Epic Lap." Details will be announced after the Super Bowl.

Agent63 - 12/29/2008 1:55:32 PM

+9 Boost

Their doing the right steps whether most people think their just another Hyundai. Lexus were just rebadged Toyota's and with proper marketing campaigns and given time look at where their at in North America, forget other markets on this shore-side is where everyone's fighting the long term war :). Hyundai's not making a big fuss about the Genesis and making absurd claims it's going to be a luxury coupe-roadster like the SL is but their doing what they need to do and in a subtle way.

Good job Hyundai!

WorldofLuxury - 12/29/2008 11:09:04 PM

0 Boost

Subtlety? wow...sneaky lol

I never realized how wonderful Hyundai's plan really is.
I like it...Hyundai gradually becoming accepted by the general population w/o controversy, and before we know it, the entire US would accept it as a brand that is up to certain standards in the luxury markets but with a price AND a better look than Toyota <-- esp. Toyota.

PerformanceGuy - 12/29/2008 2:04:14 PM

+5 Boost

Good job for them. Think they will compete well against cars like the Eclipse, Altima Coupe, Mustang, & Camaro.

Here2Infiniti - 12/30/2008 6:54:37 PM

+2 Boost

Mixed bag, this. Maybe Hyundai can compete w/Eclipse - the least of the major Japanese brands - but a Mustang or the new Camaro would make short work of it, assuming the Hyundai even made it to the end of the lap. The Altima coupe is a different kind of animal, not really a performance car (unless and until they build an SE-R version, anyway), especially with front wheel drive. Sorry, but the concept of a "performance" Hyundai is laughable to me.

monkeyrun - 12/29/2008 2:44:38 PM

-3 Boost

"modern design of the Genesis Coupe"

it looks like the last gen Integra ...

monkeyrun - 12/30/2008 3:08:37 AM

+2 Boost

lol I am a racist because Hyundai ripped off the integra?

Agent63 - 12/29/2008 5:02:40 PM

+5 Boost

I drive a Lexus LS complimented with a S550 and I am 25 turning 26. Not so viagra-consuming and senile am I? I bought both cars for it's quality, comfort and character. The Merc is lavish, prestigious, screams for attention and rewards me with the most peaceful drive ever. The Lexus provides me with Japanese luxury at its best and the finest materials to be fitted in any Japanese car to date with sedated looks.

Infiniti has no serious contender with the Lexus GS so I don't know why you would put it down because it's much MUCH more attractive than the 5er and a lot more comfortable than the M45 (which I personally do like with Sport Package).

Lexurious - 12/29/2008 5:15:33 PM

+3 Boost

chuckg37,

lol the lexus ls is better than anything infiniti has to offer so wtf are u talkin about fool? i read ur crap every other day and ur bs continues to amaze me. ur a troll buddy. u havent even been inside an ls let alone ride in one so ur words are not backed with experience. no credibility.

Agent63 - 12/29/2008 5:04:04 PM

+8 Boost

Chuck,

So now you're hating on the O.C. Girls because you can't seem to hit it off with any? I don't like assuming but it seems like your whining is showing us a glimpse of your personal life. Keep it off this site.

chewy - 12/29/2008 4:44:55 PM

+1 Boost

Still waiting for a magazine test of the Genesis coupe.

GTR1 - 12/29/2008 5:17:10 PM

+8 Boost

Chuck you make us GTR fans look bad. Get a real skyline LOL

abcd - 12/30/2008 5:44:52 AM

+1 Boost

No, I'm not buying everythink their marketing guys will say like many other here.

sogac6 - 12/30/2008 8:48:01 AM

+1 Boost

Chuck - I've driven a few vehicles that had the VQ engines in them and yes, they are nice. None of them got the mileage claimed on the sticker - not even close regardless of how I drove them. The reality is that the American people have spoken and they prefer the Lexus nameplate over the Infiniti nameplate. You've made it clear what your preferences are and everyone here knows it. I'll take a Corvette over your G37 because it's what I prefer. Yes I paid more, but hey it's my money and I'll buy what I prefer, not what you religiously rant on about. A reality check, there is little to no quality control differences between a Malibu or a Mercedes or a Lexus. The differences are in the quality of materials used and under the skin features. The differences between Nissan/Infiniti and Toyota/Lexus are in the looks and driving experiences. Unfortunately for you, most people could care less, so they don't relate to your rants. So could you give us here a break and be a little more broad minded. Happy New Year.

abcd - 12/31/2008 6:33:02 AM

0 Boost

smokefreak2003:
That Mitsubishi's engines have been always better than whatever Hyundai could develop.
Mitsubishi have been always doing technologically advanced engines and introduced technologies like silent shaft, Gasoline Direct Injection, Cylinder Deactivation. Less technology advanced automakers like Hyundai have been licensing Mitsubishi's less advanced engines. But Mitsubishi's engines are still more advanced than Hyundai's.
Mitsubishi isn't sourcing Hyundai's motor in Eclipse. Mitsubishi/Chlysler/Hyundai jointly developed cylider block and other basic structural parts. But the intake and exhaust manifolds, the cylinder head’s intake and exhaust ports, and other elements related to engine tuning were independently developed by Mitsubishi and that's why Lancer Evolution 2.0 is developing 295hp and Hyundai 2.0 only around 210hp.

LauderdaleDriver - 1/2/2009 2:40:22 PM

+1 Boost

Hyundai exists because the Korean government:

1. Rescued it, and Kia with money and a forced merger after the Asian debt crisis.

2. Has closed the Korean Market to imported cars.

3. Profits from state subsidies from Alabama and Georgia.

What a capitalist dream and brilliant business plan! Most would call it state-sponsored social engineering, but what the heck!

Epik - 1/7/2009 10:44:58 PM

+1 Boost

sexy car. it's going to be fast too.

KingGinx - 1/8/2009 4:04:23 AM

+1 Boost

Very interesting coversations guys, I see this site has some clued up readers. Personally I think very few manufacturers these days make poor cars so the packaging and looks combined with materials to an extent is whats important and by the first looks this Hyundai appears to be something I'd own for a while!