Hyundai HCD-14 is the Korean car maker’s concept car for this year’s Detroit Motor Show. If you look at it just as a concept design, it is not that big of a deal. Sure, it is striking and cool, but it also has a strange resemblance to the Audi A7. The HCD starts to make sense, and cause a bit of a shock to be honest, when you realize it is a preview of the new generation Hyundai Genesis. Now we’re talking!

Take a closer look at the new Genesis as it takes the stage by storm at NAIAS:

“We’ve departed from industry convention in many of our premium product, marketing, sales and service approaches, and it’s worked out pretty well, with Genesis and Equus now delivering a nine percent retail market share in their premium segments, higher than the five percent retail share Hyundai brand achieves in the overall industry,” said John Krafcik, president and CEO, Hyundai Motor America. “This success paves the way for a new generation of rear-wheel drive premium products. Hyundai 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.”