One of our Best and Brightest over in South Korea got the inside line on the new Hyundai Sonata. Here’s what he knows so far . . .

The car was officially released today [ Hyundai press release HERE] in front of about 200 invited guests (I was NOT one of them). The car has been available for pre-sales for about 2 weeks and has, according to the salesperson I spoke to, sold over 20,000 units. For comparison, in August, the ‘old’ Sonata sold about 7,000 units. That number was probably down a little as people were no doubt waiting for the new model. In July, the ‘old’ Sonata sold about 9,000 units. So the new model has ‘pre-sold’ more than the last two months of sales of the old car. (These sales numbers of the ‘old’ model are official numbers from the Korea Automobile Manufacturers Association).

Automotive News [sub]: “Drawings of the redesigned 2011 Hyundai Sonata reveal a dramatic style shift from conservative to sleek and fluid, drawing inspiration from the Genesis sedan.” TTAC: Yes, well, in theory. In practice, the actual, honest-to-god, in-the-flesh Hyundai Sonata will look nothing like this image, front or rear [after the jump]. Why would it? In fact, why would do carmakers release preposterous concept-stage renderings when the eventual car can’t bear more than a passing resemblance to the adolescent imagineering (think: practicality, safety regs, cost, etc.)? Sure the pretty pics make the car look sexy. But didn’t 60s and 70s public architecture already die for that sin? And, by the way, if this isn’t the most derivative design I’ve ever seen, I don’t want to see the one that is. Oh wait, Genesis. Snap!

For those of us who are pistonheads and think that the 21st century is going to be a clone of the 20th, this ought to be a wake-up call (along with the bankruptcy of General Motors and Chrysler, as well as the current inability of Toyota to make money in North America). Hyundai Group (which includes 50 percent owned Kia) is now the fourth largest automaker in the land. As in, all of the land/world. It just passed Ford Motor Company this month. With the upcoming major offensive by Hyundai and the ongoing downward spiral of General Messup, the only question remains: how long before Hyundai becomes number three in the world?

No big deal. Just $650m net income over the last three months. That’s almost double what analysts expected, and comes despite an 11 percent drop in global sales (not including affiliates). Hyundai’s worldwide market share hit five percent for the first time though, with US share up over 1 percent in the last year. 56 percent sales growth in China didn’t hurt either. Forget the Genesis, Hyundai’s financial news is going to be what stirs up the competitors’ boardrooms.

Ever since ForbesAutos.com disappeared down the media rat hole, the autoblogosphere has been more or less listless. Into this breach (dear Horatio) strides everyone’s favorite misnamed bi-weekly motor mag. AutoWeek presents their “best rides for campus cruising.” Which is, of course, the headline writer’s “inventive” take on a top ten list of entirely sensible cars that Mom and Dad should purchase on behalf of their education (i.e. party) seeking progeny. Well, it’s not really a “top ten” list per se—’cause that would mean AW would have to rate the cars in some sort of order, which would risk pissing off the people paying the bills. So here are their random choices for aspiring didacts.

Longtime TTAC reader dastanley writes:

As a TTAC reader and sometimes blog participant, I have a question about motor oil in our 2008 Hyundai Tucson with the 2.7L V-6. The owner’s manual recommends Quaker State 5W20, 5W30, and 10W30 in that preferential order. Why Quaker State? Is there an engineering/operational reason for that particular brand or is that a marketing deal where Hyundai gets cheaper oil for their new cars off the assembly lines if they recommend Quaker State?

In the WTF dept., “Hyundai Motor India is planning to shift production of one of its premium models to Europe after a strike over unionization at its south India plant that led to the mass arrest of 750 protesters,” reports Financial Times.

The move reflects growing skepticism of international automakers about the political climate in what used to be one of the world’s most promising growth markets.

And the bigwigs spent ten years building brand equity with cheap, basic transportation. And lo, the Japanese automakers headed upmarket, ceding entry level business to the Koreans. And the Seoul sales train smiled for it was good. And then came the Genesis, and Hyundai’s new day morphed in the minds of its creators from budget luxo-fighter to an opportunity for sub-brand confusion and ADD.

The Blue Oval Boyz are launching the curiously named, Hyundai-trumping Ford Advantage Program. The deal—which runs from today to June 1—offers new car buyers 12 months of “payment protection” (leg breakers need not apply) up to $700 per month, zero percent financing and, of all things, a donation to a local charity. Strange times when it’s considered an “advantage” to know you won’t lose your car for a year if you lose your job. Hang on; I’m looking for the fine print now . . . nope, can’t find it. Will update ASAP.

Car Ad with Andy Richter & James Adomian - watch more funny videos

Clifton writes:

“My friend at [Hyundai Motor Company] was as excited about having me sample the new Genesis Coupe as I was to slide behind the wheel. I finished my official Hyundai factory tour, stepped off the bus (within the plant confines) and there she was: the Hyundai Genesis Coupe. Bewildered Korean tourists gawked as I was formally introduced to South Korea’s next big thing. They hope.

The basic idea behind Hyundai’s new Assurance scheme: if you can’t afford the payments on your new Hyundai-financed Hyundai within the first year of financial servitude, just drop it off and walk away. No debt. No ding to your credit rating. No charge. The devilish details might not keep the Charmed Ones busy, but they’re worth a closer look. For example, you can only boomerang your Hyundai if you’ve experienced “involuntary unemployment, physical disability, loss of driver’s license due to physical impairment, international employment transfer, self-employed personal bankruptcy, accidental death.” One wonders about the importance of credit ratings to someone who’s just shuffled off this mortal coil, but that’s just quibbling. And, of course, there’s a few Hyundai-shaped hoops you have to jump through even if you are dead.

Don’t ya just love marketing guys who trot-out terms like UIO (units in operation, i.e. sold cars) and say things like “We have seen both positive and neutral perceptions grow, and negatives decrease. So we have moved lots of negative perceptions to neutral”? Neither do I. Of course, I’m sure Hyundai Motor America’s VP/Marketing Joel Ewanick is, like most of God’s children, a lovable human being. And if you’re talking to Marketing Daily (MD), what’s a UIO between friends (sounds like something Morris Day would sing about to me)? But I digest. And here’s some interesting factoids from the Ewanick’s Q&A. “We know that 40% of those buying Genesis have traded in vehicles like Lexus, BMW, Mercedes, and Porsche. We know what their income levels are, and we are finding that people are gravitating from luxury or near-luxury cars to Hyundai.” MD reminds us that “since the sedan version of Genesis went on sale in July, the company has sold 5,127 of the cars, including 1,151 of them last month.” That’s far short of Hyundai’s targets, but a pretty good showing in a market so down it has to reach up to tie its shoes. Anyway, about that Super Bowl ad…

OK, so I’m not convinced this full-size sedan shootout deal isn’t important for Hyundai. In other words, America loves an underdog. And while there’d be a lot more love if the underdog in question was American, as the alpha dog in the cross-hairs is German, well, that’s that, really. And this whole tugging on superman’s cape deal couldn’t come at a better time for the Korean brand. While no one would cross-shop a Genesis against a 7-Series, never underestimate the power of making class-bound shoppers feel good about not being able to afford something better. VW NA was born of reverse snobbery– and abandoned that market position for MOR. If the Phaeton had been priced at $35 to $45k… Anyway, Hyundai’s also in tune with the political climate. By “going negative” on BMW, they tap into the prevailing “I hate fucking everyone” gestalt. And you know what? I want to drive one of these Genesis things. FAST.

Hyundai’s Genesis RWD luxury sedan was initially aimed at new luxury buyers, with a $33k starting price that sought to lure upgrades from the Maximas and Avalons of the world. But Hyundai VP for NA sales David Zuchowski reveals to Automotive News (sub) that this strategy has failed. “We thought the vehicle would be a nice interceptor vehicle for someone looking to move up to the first luxury vehicle. What we found out is somebody looking for the first luxury vehicle needs the (established) brand,” says Zuchowski. “Conversely, we are attracting more people from BMW, Mercedes, who are probably tired of paying premiums for the brands.” This year Hyundai hopes to sell 8k of the new luxury model, ramping up to 20k units over the next several years. “Genesis is not going to be a huge volume, but will have a huge halo effect, it will elevate the entire brand,” says Zuchowski. “For years, we’ve said we don’t have a product problem, we have a perception problem. The gap between what people think of our brand and what our products really are is as large as any in the industry.” This perception-gap complaint somehow comes across a lot more credibly from Hyundai then it does from the usual suspects from Detroit. After all, Hyundai has gone from being a Rodney Dangerfield punchline to a BMW and Mercedes sales thief in a few short years. Hyundai was considering launching a Lexus-style luxury brand with the Genesis, and though it hasn’t ruled the possibility out down the road, such a plan is unlikely given the Genesis’ apparently-strong halo effect.

Despite some, ahem, similar products like the Kia Optima/Hyundai Sonata, Kia Rio/Hyundai Accent, Kia Sportage/Hyundai Tuscon, Kia's Director of Public Relations Alex Fedorak says "the two companies' products are apples and oranges." In an interview with TTAC today, he outlined Kia's future product strategy. Kia is meant to be oriented toward youth, and sporty, with edgier designs, and more performance. In contrast, "Hyundai is more luxury oriented." Which is why yesterday Hyundai introduced the new Genesis coupe by doing burnouts on stage. What the heck? But really, the Kia brand is evolving – the next Spectra will come as a sedan and coupe. "In sum," Mr. Fedorak said, "we are going to be design led." Look, I love the Rondo, but that ain't no beauty queen winner.