Hyundai’s luxury brand, Genesis, is aiming to develop a performance side to its image, just like the three Japanese luxury brands (Lexus, Infiniti and Acura). It is already finalizing a range of GT models that will appear in showrooms in the next couple of years.

This weekend, during the Monterey Car Week in California, Genesis is showing its design process at an ultramodern experiential installation called ‘The Performance of Design‘. At this event, the brand will unveil 3 concept models developed in collaboration with the creators of the PlayStation Gran Turismo videogame series.

G7o for competition
One of the models that will convey its motorsport intent are the G70 GR4 Gran Turismo, a California-built racing car, during an exclusive event. This is derived from the G70 sedan but completely reimagined for competition with an all-new GT-inspired racing package.

“The G70 GR4 GT builds on the existing G70 model to create a bold, yet elegant, high-performance racing vehicle,” said SangYup Lee, Senior Vice-President and Head of Global Genesis Design. “We are pleased to be presenting this vehicle and others as we explore the brand’s entry into motorsport.”

4 other concepts
Besides the G70 GR4 GT, there will be the GR3 and 3 potential designs for a future Vision Gran Turismo Concept, an elite racing vehicle. The three design studies are:

GR1 Alpha_DB – an experimental concept that embraces ‘Athletic Elegance’, separating the brand’s iconic two lines to form one seamless design and testing the limits of aerodynamics and speed.

GR1 Bravo_GB – a sophisticated mobile sculpture, proving that function and beauty can work as one.

GR1 Charlie_ET:  a design embracing the technical precision of ‘Athletic Elegance’, capturing the tension, athleticism and performance of Genesis products.

Immersive experience with AR and VR
Visitors to the facility will be able to ‘experience’ these new designs with the use of augmented and virtual reality technologies that will create an immersive environment.

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