2014 SEMA Preview: Hyundai, ARK Performance unveil the Genesis AR550 Concept

Article by Christian A., on September 30, 2014

After announcing the custom Bisimoto-tuned Sonata, Hyundai revealed another project that will make its debut at the 2014 SEMA Show. This time, the project is based on the 2015 Hyundai Genesis Sedan and was developed in collaboration with ARK Performance. Dubbed Genesis AR550 sedan, the new high-performance vehicle is seen as a rival for German super-sedan rivals such as those from Mercedes-AMG, BMW M and Audi’s RS.

As you can see from the photos, exterior modifications are extreme and the Genesis features an AR Aero package designed by Infinite Auto Design, a new front bumper with carbon fiber front lip, wide front and rear fenders, new carbon fiber side sills, a rear trunk decklid, Crystal Project headlights upgrade as well as a new mesh for the front grille. Inside, we find Katzkin custom diamond stitched seats and panels.

In addition, the vehicle was fitted with a new ARK front strut reinforcement bar, front and rear stiffened sway bars, am Airrex premium air suspension system, ARK knuckles and control arms, a new Brembo brake kit and new ARK Lightweight Forged wheels. Under the hood, there is a 5.0-liter Tau V8 engine that produces 420 hp and 383 lb-ft of torque in the standard version.

And because this is no ordinary vehicle, the engine was boosted to 550 hp thanks to a Rotrex supercharger, a new intake system, an ARK Grip exhaust system and an upgraded engine management.

“The AR550 concept focuses on refined performance that integrates directly with Hyundai’s ‘Design to Empower’ vision for the Genesis Sedan,” said Lerry Liu, Marketing Director, ARK Performance, Inc. “This year we are focused on two core elements all under the new line of ARK Racing (AR) concepts for Hyundai’s. First, we focused on the power, handling, and most importantly the sound of the Hyundai power plant. Second, we integrated our high-performance racing technology to introduce a very unique and bold Hyundai vehicle.” 

Hyundai's Fluidic Sculpture design philosophy made its debut on the Sonata sedan in 2009, and since then it has been continuously refined to embrace all of the brand’s vehicles in its lineup. Now, this design philosophy has evolved into the next-generation Fluidic Sculpture 2.0, which makes its debut on the all-new Hyundai Genesis.

The new generation of this vaunted design philosophy entails three primary design elements: fluid aesthetics; the modern Hyundai appearance; and a premium ambience. As it name indicates, Fluidic Sculpture 2.0 still employ fluidic forms, as presented with a more refined and precise look.

Fluidic Sculpture 2.0 could be employed on a wider range of vehicle types and sizes, including compact utility vehicles and premium-luxury flagships. Aside from the Genesis, Fluidic Sculpture 2.0 will be manifested by the all-new Hyundai Sonata sedan that will be launched later this year.

As penned, the modern and expressive design of the new 2015 Hyundai Genesis lends the car a distinctive and upscale exterior. A number of exterior design cues reveal a new Hyundai family aesthetic – simple and harmonious, as laden with refined fluidic details. As expected, the design of the new Genesis delivers the modern Hyundai appearance, as defined by the stunning hexagonal front grille, a dynamic crease accent flowing along its flanks, and a vigorous rear end.

Exuding a kinetic elegance, the design surfaces of the Genesis rely more on voluminous body sections to create expressive forms. Its proportions are defined by its long dash-to-axle length, as well as a longer wheelbase and overhangs that are shorter than on its predecessor. Overall, the dynamic proportions of the new Genesis help communicate its performance rear-drive configuration.

The new 2015 Hyundai Genesis features a semi-gloss chrome front end marked by a three-dimensional single-frame grille as flanked by stunning headlights (available as HID units), LED indicators and fog lamps. Its sides reveal a more expressive daylight opening, fluid lines, blended surfaces, as well as a sleek C-pillar. On its sculptural rear end, the all-new Hyundai Genesis is defined by its jeweled, full-LED tail lamps.

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