Having already announced that it is readying three modified Genesis Coupes for the 2008 Specialty Equipment Market Association (SEMA) show, Hyundai is now focusing its attention on the new Genesis Sedan. The first proposal based on the Korean firm’s rear-wheel-drive sedan is being developed in collaboration with RKSport and it will feature an enhanced version of the Genesis’ 4.6-liter V8 which produces 368 HP in stock form.

Hyundai has announced that it has developed a new high-performance V6 Lambda RS (Rear wheel drive Sports) engine which will see its first application in the Genesis Coupe to be launched in Korea this month followed in spring 2009 by the North American market. Based on the current Lambda V6 engine that was first introduced in 2004, the RS edition features a series of modifications which have increased power to a maximum of 310 HP at 6,300rpm and peak torque to 36.8kg/m at 4700rpm.

As well as unleashing its all-new Genesis Coupe in the Korean market, Hyundai also released officials details on its rear-wheel-drive coupe that is scheduled to arrive at U.S. dealerships in spring 2009. But let’s cut to the chase. The Genesis Coupe will be offered with a choice of two engines, an entry-level 2.0 Turbo and a 3.8 V6.

For its second SEMA Show Genesis Sedan project Hyundai has joined forces with RIDES magazine. The customized Korean luxury sedan is packed with the latest gadgets in digital accessories including two Mac Mini computers, a MacBook Air, iPod Touch, iPhone 3G, high-speed Wi-Fi internet connection and a movie theater-quality surround sound system. And if that ain’t enough to impress you, the Genesis’ trunk also houses another Mac mini computer along with a 20-inch Apple Cinema Display and a motorized tray containing the mouse and keyboard.

Hyundai has released details on its newest diesel powerplant, the “R-Engine” that was first previewed in prototype form on the 2008 Geneva Show HED-5 i-MODE concept. The all-aluminum R-Engine benefits from a third generation common rail system with piezo-electric injectors to deliver fuel at 1800-bar while it also features an electronic variable geometry turbocharger and an advanced engine control unit.

Hyundai seems to have taken this year’s SEMA gathering quite seriously as aside from the four Genesis Coupes the Korean automaker also revealed three Genesis sedan concepts in Vegas. First up is the RKSport Genesis that features a supercharged version of Hyundai’s 4.6-liter Tau V8 engine producing 460HP. It also boasts cylinder deactivation technology that allegedly helps it deliver an estimated 18mpg in city and 27mpg on the highway. According to RKSports, the 460HP Genesis reaches 60mph (96km/h) in 4.9 sec and clicks through the quarter mile in 13.58 sec at 108 mph.

BHMC, Hyundai’s joint venture with China’s Beijing Automotive Holdings has unveiled a facelifted version of the Sonata that will go on sale in the domestic market by the end of the year. The refreshed Sonata, codenamed NFC, will be produced at Hyundai’s new plant in Beijing. Compared to the outgoing Sonata that was virtually the same car as the one sold in other international markets including the U.S. and Europe, styling changes concern the restyled (ahem, Nissan-inspired) front- and (ahem, Toyota Camry-inspired) rear-end.

In spite of the fact that Hyundai has gone a long, long way from the unforgettable Pony of the 1970’s and 1980’s to producing cars like the modern day Genesis Sedan and Coupe, the company still lacks a strong brand image and is snubbed by many consumers. The Koreans however are trying their best to improve the brand’s appeal not only through adverts but also by collaborating with highly respected firms like the Italian fashion house Prada.

Hyundai had the unfortunate chance to see how its brand new rear-wheel-drive Genesis Coupe performs in a real-world crash when a 2.0 Turbo slammed into the concrete surrounding of a metal pole somewhere in Korea. Despite the severity of the crash and as you can see in the photos that have been circulating around the Korean blogosphere the past few days, it appears that in this particular car, both the driver and front passenger airbags failed to deploy.

Hyundai’s first European manufacturing plant at Nosovice in the east of the Czech Republic, has began volume production of the firm’s i30 subcompact hatchback. The i30 is the first vehicle to be built at the new €1.1bn (US$1.45bn) plant and will take over the supply of i30s to the European market. To date, the i30 was exported to Europe from Hyundai’s Korean factory in Seoul.