2010 SEMA Show: 2011 Hyundai Elegant Equus from Mummbles Marketing

Article by Christian Andrei, on November 3, 2010

The "Elegant Equus" from Mummbles Marketing is being aimed at high-power executives who wish to be the envy of their peers. The VIP luxury vehicle is powered by a 450hp, high-performance engine and features the most advanced technologies. Mummbles Marketing has installed Equus with some of the best performance products available on the market.

Tweaks were made on the Equus’ engine, interior, exterior, brake, wheel and suspension. It also received some highly exclusive audio and video modifications.

The Equus' V8 performance is improved with a turbo kit and carbon fiber accessories. An Apple iPad was installed to control aspects of the vehicle such as ride height, luxury curtains, stereo and windows.

To build the turbo kit, Mummbles Marketing partnered with Legacy Innovations and S-Max. Mummbles Marketing also teamed up with Infinity, Mobile Spec and Pyle for the custom audio and video parts on the vehicle.

Every year, Hyundai Motor America introduces its latest offering to SEMA. This is the product of the company's collaboration with different aftermarket specialists aimed at providing powerful choices for the many Hyundai owners.

This statement was given by Mike O’Brien, who is vice president of Product and Corporate Planning. O’Brien further added that for this year, the brand decided to bring back its Genesis Coupe that is tuner-friendly.

It also served as the debut of the modifications that it is offering to its 2012 Veloster, the three-door coupe. In partnership with Lux Motorwerks, RIDES magazine also contributed to the modification pack.

Three custom Velosters were made. These focus on the passion points of gaming, music, and technology. As such, the three Velosters have their own styles, offering the latest modifications, and even the most current gear.

Press Release

Hyundai Partners With Top Aftermarket Companies to Customize Newest Models for SEMA

Hyundai will showcase the luxurious Equus sedan, fuel-efficient and fun-to-drive Sonata Turbo, and the rear-wheel drive, performance-oriented Genesis Coupe, at the Specialty Equipment Market Association (SEMA) Show Nov. 2-5, 2010. Hyundai has again united with some of the biggest names in the aftermarket industry to build six one-of-a-kind models for the Hyundai display at SEMA (booth #24387) at the Las Vegas Convention Center.

The lineup of Hyundai vehicles includes:

DUB Edition Hyundai Equus
"Elegant Equus" from Mummbles Marketing
ARK Track Time Attack Genesis Coupe 3.8L
Rhys Millen Racing Signature Edition Equus
Gogogear Racing Genesis Coupe
RIDES Magazine Sonata Turbo

In addition to the six exciting custom cars, Rhys Millen will showcase his Pikes Peak unlimited-class Genesis PM580. This custom-made racer weighs just 1,930 pounds while delivering 775 horsepower and 750 lb-ft of torque.

Photos of Hyundai's 2010 SEMA cars are available at HyundaiNews.com.

DUB Edition Hyundai Equus

Well known for prolific designs, the fabricators at DUB magazine have teamed up with Hyundai to customize an Equus, Hyundai's all-new luxury flagship sedan. Exterior modifications on the DUB Edition Hyundai Equus include Trex DUB Design mesh grille, DUB Design custom body kit, tinted windows and tail lights, and a custom two-tone, gloss black-and-matte charcoal paint job.

The Equus also features a DUB Edition custom suspension riding on 24-inch TIS modular style 10 wheels with Pirelli Pzero Nero tires. To add to the already world-class Lexicon audio system that comes from the factory, DUB Design built a custom trunk enclosure that is fitted with Infinity Kappa components including nine Infinity Kappa Series speakers, KAPPA ONE mono and KAPPA FOUR four-channel amplifiers. Additionally, the interior of the Equus features DUB Design custom leather and suede, a DUB Design illuminated headliner and custom rear bucket seats.

"Elegant Equus" from Mummbles Marketing

The VIP themed "Elegant Equus" from Mummbles Marketing features a 450 horsepower, high-performance engine and advanced technologies as it aims to be the envy of every high-power executive. To capture the VIP luxury look, Mummbles Marketing has complemented Equus with some of the highest performance products on the market. The "Elegant Equus" will display engine, interior, exterior, brake, wheel and suspension modifications, as well as one-of-a-kind audio and video enhancements.

Along with a turbo kit and carbon fiber accessories to enhance Equus' V8 performance, Mummbles installed an Apple iPad to control certain aspects of the vehicle such as ride height, luxury curtains, stereo and windows. Mummbles Marketing teamed up with Legacy Innovations and S-Max to build and manufacture the turbo kit and also worked with Infinity, Mobile Spec and Pyle for the custom audio and video parts on the vehicle.

ARK Track Time Attack Genesis Coupe 3.8L

To enhance the tunability of its most dynamic performance car ever, Hyundai teamed with ARK Performance Inc. to develop custom parts for the Hyundai Genesis Coupe. These high-performance parts will debut on the ARK Track Time Attack Genesis Coupe 3.8L show car. The Genesis Coupe from ARK is designed for enthusiasts looking for quality performance products and inspiration for their own modifications. All of the ARK Performance parts designed for the Genesis Coupe are production-ready and will soon be available for enthusiasts everywhere.

ARK was able to reach 585 horsepower with engine modifications, including an APG KOREA 3.8 supercharger kit, to Genesis Coupe's already powerful 306 horsepower, DOHC 3.8-liter V6 engine. As an added feature the ARK Genesis Coupe's paint scheme was designed and completed in collaboration with artists from Hyundai's North American Design Center in Irvine, Calif.

Rhys Millen Racing Signature Edition Equus

For the third consecutive year partnering with Hyundai at SEMA, Rhys Millen Racing will debut the RMR Signature Edition Equus with exterior, interior and performance upgrades that enhance the already luxurious sedan.

The Equus showcases exterior RMR Signature Edition components including carbon mirrors, and front chin and rear deck spoilers. A two-tone carbon fiber and Red Bull Racing blue satin clear paint by BASF and HRE 21-inch P40 wheels will appropriately round out the exterior. Tuners aiming to get even more power from the stock 385 horsepower, V8 engine get a glance at a bolt-on RMR Signature Edition air intake and stainless exhaust that together will add another 30 horsepower. The RMR Signature Equus also features a 14-inch brake kit designed to tame the added power. The interior of the Equus features RMR Signature Edition embroidered headrests and floor mats, and ostrich hide leather seats with suede accents.

Gogogear Racing Genesis Coupe

The Gogogear Racing Genesis Coupe emphasizes racing reliability and high-end performance capabilities. The bright yellow paint scheme was designed in conjunction with Hyundai's California Design Center. Gogogear Racing plans to show off the performance capabilities of its modified Genesis Coupe car in the U.S. Touring Car Championships in 2011, which is sanctioned by the premier auto racing sanctioning body in the U.S., the National Auto Sport Association.

Modifications to the Genesis Coupe prepare the performance vehicle for the track. Mechanical adjustments to the engine produce 330 horsepower and 280 lb-ft of torque by adding an AEM air intake, Magnaflow exhaust system and ARK Performance headers. The Gogogear Racing Genesis Coupe also features Ground Control suspension tuning with ARK Performance shocks, springs, coilovers and QA1 bearings. A light weight Spec racing clutch increases reliability and helps with quick and direct shifts of the stock close ratio six-speed manual transmission. At each corner, StopTech brakes, Hawk racing pads, Konig lightweight wheels and BF Goodrich R1 street legal race tires with aluminum light weight Gorilla lugs and H&R spacers ensure proper grip with the road.

On the exterior, Gogogear Racing increases the aerodynamics of the vehicle by adding an APR rear wing and an ARK Performance body kit. To lighten the car and to lower the center of gravity, a carbon fiber roof replaces the original steel roof. Inside, the Genesis Coupe includes Sparco race seats and seat belts, a full custom Metric Motorsports roll cage, a SPA Techniques fire suppression system, and a two-way radio to further ready the car for its racing debut. A RacePak IQ3 data logger dash supplies critical information and lap times to the driver. And a Linear Logic Scan Gauge II further notifies the driver of secondary engine parameters.

RIDES Magazine Sonata Turbo

To build excitement around the recently launched 2011 Hyundai Sonata Turbo, Hyundai Motor America teamed up with RIDES magazine to trick out one of the first turbos off the assembly line of its Alabama plant. Inspired by the Mercedes CLS, the modified Sonata 2.0T features an assortment of custom fabrication from RIDES' team of expert builders.

The vehicles exterior modifications are clever and tasteful, starting with a one-off, fully custom RIDES-designed bodykit that's comprised of new front and rear bumpers, side skirts, rear spoiler and roof spoiler, which all work together to accentuate the factory body lines of the Sonata. Other key exterior elements include a matte pearl paint job from BASF, 20-inch Rennen Modular M9 concave wheels powder coated matte black wrapped in Falken FK452 tires, smoked taillights and painted headlights, a matte black debadged front grille, Audi LED fog lights integrated into the new front bumper and 3M vinyl carbon wrap on the roof.

To complete the design, the RIDES team reupholstered the entire interior in a combination of black leather and suede with red stitching, along with integrating carbon fiber trim throughout. In the trunk there are two JBL 12-inch subwoofers paired with two JBL amplifiers. To finish things off, a custom quad tip exhaust was installed out back, while an S-Max front mount intercooler replaces the factory unit up front, ensuring that this build incorporates both go and show.


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