Hyundai and RIDES Magazine have created a high-tech show car out of the new Genesis sedan for SEMA, loading it up with multiple computers and full WiFi Internet access.
What’s the best way to increase the street cred of a capable and groundbreaking but relatively bland new product? Build it into a show car, of course. That’s the approach Hyundai is taking to make sure that its new Genesis luxury sedan is taken seriously by the people who buy such cars. To help position the Genesis as a viable rival to the established competition from Lexus, Acura and Audi, the manufacturer has teamed up with RIDES Magazine to create a high-tech Genesis show car for SEMA.
The RIDES Genesis doesn’t sport much in the way of performance upgrades, but it’s packed to the gills with the latest in mobile technology. RIDES has outfitted the big Hyundai as a mobile executive suite, with high-speed WiFi and theater-quality sound. Each rear-seat passenger has a computer with an 8.4-inch VGA headrest monitor, and there’s a third Mac Mini mounted on the rear deck with a wireless keyboard and mouse in the center console. An iPhone 3G and iPod Touch are also along for the ride. The RIDES Genesis also has another computer in the trunk, and a 20-inch Apple Cinema display on a sliding tray.
Exterior modifications to the RIDES Genesis are minor, limited to 22-inch MHS three-piece wheels, a body kit with lowered exhaust, and a custom dual-tip exhaust.
Will the RIDES Genesis turn the eyes of BMW 7-Series and Mercedes S-Class buyers to Hyundai? Probably not. But this show car does help to establish the Genesis as a serious luxury vehicle, as well as exploring a different, non-performance oriented side of aftermarket automobile modification