LAS VEGAS--Hyundai's last few appearances at the SEMA Show have been so Genesis-heavy that I had to double-check I hadn't stumbled into Sega's booth.
Although the Genesis Coupe is still a large part of Hyundai's aftermarket strategy for the 2011 SEMA Show, the automaker's focus has been shifted to its new weapon of choice: the brand-new 2012 Veloster. Hyundai's booth was home to the unveiling of five custom Veloster models, including the ARK Performance Veloster that we saw previewed not too long ago.
The ARK Veloster features a laundry list of modifications that touch every aspect of the vehicle's performance. Power from the 1.6-liter engine is augmented by an ARK turbocharger and intercooler setup, as well as a slew of ARK-branded go-fast bits that bump output to 210 horsepower. The suspension and brakes also get a full ARK parts overhaul, while the wheels have been replaced with 18-inch Yokohama Advan RZ rollers. I was happy to see that the exterior features fewer neon-green highlights, which allows the ARK, Seibon, and OneEighty components to shine. Finally, the interior has been almost totally reupholstered with JPM Coachworks Alcantara trim and DSG Performance-sourced performance parts from Password JDM and SUN Automotive, as well as the requisite show-car audio system consisting of Image Dynamics components.
On the milder side, Hyundai also presented a trio of Remix custom Velosters themed around music, games, and tech. The black and red Remix Music custom features a DJ station that expands out of the rear hatch, a Fender Stratocaster electric guitar mounted on the headliner, and a high-powered audio system to drive them both. A 30-inch Samsung LED 3D TV shares the hatch of the Remix Gaming custom with an Xbox 360 console. The third Remix triplet, Remix Technology, was not present at the show, but features a 40-inch Samsung LED 3D TV with eight pairs of glasses and a Samsung 3D Blu-Ray player providing content.
Rounding out Hyundai's Veloster showing were the mild PM Lifestyle custom, which featured carbon fiber replacements for its hood and hatch, and the wild RMR Rally Veloster 2WD, a front-wheel drive rally car inspired by Rhys Millen Racing's all-wheel-drive racing Veloster.
The automaker also reaffirmed that a 1.6-liter, turbocharged version of the Veloster would debut at the 2012 North American International Auto Show in Detroit, to hit showroom floors next summer, and announced a racing livery contest within the Forza Motorsport 4 video game with five Xbox 360 consoles at stake and a 2012 Hyundai Veloster for the grand prize winner (details to come).
The Veloster may be Hyundai's new golden child, but the automaker hasn't forgotten the Genesis Coupe. Two 450-horsepower Genesis Coupe customs were also unveiled at the show.
The Genesis Hurricane SC is powered by a supercharged version of Hyundai's 3.8L V-6 engine. The SC also features a height-adjustable Bilstein suspension that sits atop Enkei Hyper Black 19-inch wheels and exhaust and body components supplied by Rhys Millen Racing. Hyundai's Lexicon audio system by Harman International provides a bit of audible enjoyment. RMR also worked with Hyundai to develop the RM500 Genesis, which utilizes the 5.0 Tau V-8 from the Genesis Sedan R-Spec to boost the Coupe's output.
Check out our photos from the floor of the 2011 SEMA Show in Las Vegas for a closer look at each of Hyundai's unveiled customs.