Hyundai Motor unveiled the new design concept of its flagship luxury sedan Genesis at the North American International Auto Show held in Detroit on Monday, which reflects the Korean auto giant’s ambitious plan for transformation into a premium brand.

Designed on a rear-wheel layout, the concept car called “HCD-14” features a sportier, coupe-style design that still follows the Korean auto giant’s “Fluidic Sculpture” design philosophy.

“We’ve departed from industry convention in many of our premium products, marketing, sales and service approaches, and it’s worked out pretty well, with Genesis and Equus now delivering a 9 percent retail market share in their premium segments ― higher than the 5 percent retail share the Hyundai brand achieves in the overall industry,” said John Krafcik, president and CEO of Hyundai Motor America.

“This success paves the way for a new generation of rear-wheel drive premium products. HCD-14 Genesis gives a hint of the design direction we’ll be taking, and an indication of the focus we’re placing on driving dynamics and technology.”

The new Genesis conveys a fluid precision, liquid-metal design language. Craftsmanship quality is conveyed via gemstone-like design surfaces. A bold front fascia surrounds brushed metal grille surfaces with a deep vertical grille opening. The corners of the rear hood incorporate heat-extractor design accents, integrating seamlessly with the exterior mirror design.

From the side view silhouette, classic rear-drive sport sedan proportions are conveyed by an extended dash-to-axle length, short overhangs, large-diameter wheels, a sharply tapered rear window and a short rear deck. Large wheels were developed from a mix of premium lightweight alloys with carbon fiber surrounding the voided areas of the wheel design.

“We instilled the HCD-14 Genesis with a premium-sport, four-door coupe road presence,” said Christopher Chapman, chief designer of Hyundai Design North America.

“Its sleek and lightweight silhouette does not punish the wind, but uses fluidic precision with dramatic surfacing that conveys natural restraint. Laminated and milled-wood detailing delivers a fresh, topographical map-like visual interest throughout the cabin-length center console.”

At the North American auto show, one of the global automotive industry’s largest trade shows, Hyundai has set up a 1,367-square-meter exhibition booth and introduced 19 new models, including the Genesis, Equus and Sonata Hybrid.

The Korean auto giant also unveiled a next-generation plug-in hybrid system for midsize cars to showcase its environment-friendly technology.

By Lee Ji-yoon (jylee@heraldcorp.com)