Super Bowl XLIII may still be almost XII (er, 12) months away, but at least one advertiser from this year’s game is already thinking about next year.
Hyundai Motor America is pleased enough with the results of the two commercials it ran during the game on Feb. 3 to begin making plans for the next Super Bowl. For those with calendars handy, that would be on Sunday, Feb. 1, 2009.

“I’m already starting my sales pitch internally” to buy commercial time in the next Super Bowl, said Joel Ewanick, vice president for marketing at Hyundai in Fountain Valley, Calif.

“I will tell you, the day of the Super Bowl I didn’t know what would happen,” Mr. Ewanick said, recalling his thoughts on Feb. 3. “It was a calculated risk that paid off.”
The two spots from Hyundai promoted a luxury sedan, named Genesis, that the company plans to introduce in the summer. Mr. Ewanick shared a 16-page report outlining how the commercials performed in areas like brand image, Web site traffic and interest in buying a Genesis.

“That one shot on one Sunday, we moved 45 million people in a direction we only dreamed about,” Mr. Ewanick said, referring to a survey that showed the spots served to significantly “elevate the brand” among viewers.

According to another survey, the number of people asking that Hyundai dealers contact them with information about the Genesis spiked sharply after the game.
“We’re still getting inquiries,” Mr. Ewanick said.

The two Genesis commercials in the game were created by Goodby, Silverstein & Partners in San Francisco, part of the Omnicom Group.

There was a “debate,” Mr. Ewanick said, over the kind of spots the agency ought to produce, and in the end “play it straight” won out over “entertainment.”
“We knew the creative approach we took would not do well in the Ad Meter,” he added, referring to the annual poll in USA Today, “but we knew they’d get people to think about Hyundai.”

(In the Ad Meter, one Hyundai spot finished in 42nd place out of the 54 commercials surveyed. The other finished 48th.)

Two weeks before the game, the trade publications Automotive News and Advertising Age reported that Hyundai was having second thoughts about proceeding with its two 30-second spots. Fox Broadcasting charged an estimated average of $2.7 million for each 30 seconds of commercial time in the game.

“I never said we would get out,” Mr. Ewanick said, “but people always discuss the value of it” and what a Super Bowl sponsorship yields in terms of return on investment.

“It helped we had a great game,” he added, as the New York Giants won a nail-biter against the New England Patriots. Viewership rose as the game went on — and fortunately for Hyundia, its spots appeared in the the third and fourth quarters.
“The third quarter was good,” Mr. Ewanick said, laughing. “The fourth quarter was phenomenal.”

Super Bowl XLIII is scheduled to be broadcast by NBC from Tampa, Fla.

HYUNDAI UNVEILS GENESIS PREMIUM SPORTS SEDAN

    * Hyundai crafts a rival to $60,000 sports sedans ... with a starting price under $30,000
    * Rear-wheel drive and high-output V8 engine deliver world-class driving experience


FOUNTAIN VALLEY, Calif., January 8, 2008 – Hyundai aims to shatter premium automobile paradigms with the North American International Auto Show introduction of its new flagship, the all-new Genesis sports sedan on January 13. With capabilities and features comparable to $60,000 premium sedans, Genesis will be offered at a starting price under $30,000 when it goes on sale this summer.

Genesis is built on Hyundai's all-new, performance-driven rear-wheel-drive architecture. It offers three powertrains, including 3.3-liter and 3.8-liter V6 engines, and Hyundai's all-new 4.6-liter Tau V8. Tau will produce an estimated 368 horsepower on regular fuel, and lead all its competitors in specific output with 80 horsepower per liter. With technology rivaling more expensive luxury sedans, Genesis showcases features such as XM NavTraffic, Adaptive Front Lighting System (AFLS), Smart Cruise Control, Lexicon® audio systems and electronic active head restraints.

"While Genesis will compete for customers with cars like Chrysler 300 and Pontiac G8, our engineering benchmarks were Mercedes E-Class, Infiniti M, and Lexus GS," said John Krafcik, vice president, product development and strategic planning, Hyundai Motor America. "Genesis provides a potent combination of performance, luxury, and value. We think it has the opportunity to be an extremely disruptive force in the large sedan and near-luxury segments."

Genesis ushers in a new era for Hyundai. Its all-new rear-wheel drive architecture will spawn more products in other segments, as suggested by the Concept Genesis Coupe shown at the Los Angeles Auto Show in November 2007.

NEW PERFORMANCE-DRIVEN REAR-WHEEL-DRIVE ARCHITECTURE
Genesis is built on an all-new rear-wheel-drive architecture, its first application in a U.S. Hyundai model. Genesis boasts a near ideal 53/47 front-to-rear weight distribution for exceptional handling and more refined steering characteristics. The rear-wheel-drive layout allowed engineers to position the car's front wheels farther forward delivering outstanding handling and steering performance. Standard Electronic Stability Control (ESC), the industry's most important new safety technology, further enhances the vehicle's driving confidence. Hyundai leads all popular car brands in the standard application of ESC, with more than 70 percent of 2007 Hyundai sales featuring ESC as standard equipment.

Genesis reduces interior noise levels and improves ride and handling with a stiffer, lighter body structure. The use of high tensile steel in critical areas in the unibody provides Genesis with 12-14 percent higher dynamic torsional rigidity and a lower body structure weight than the BMW 5-series and Mercedes-Benz E-Class – despite having a substantially larger cabin than either of those benchmarks. Hyundai Genesis has more interior volume than Mercedes Benz E-Class and BMW 7-Series.

WORLD-CLASS TAU V8
Headlining the Genesis' performance capabilities is Hyundai's all-new Tau 4.6-liter V8 engine mated to a ZF 6-speed automatic transmission with SHIFTRONIC® manual control. The Tau V8 delivers an estimated 368 horsepower to fit the demands of performance-oriented consumers. Unlike many competitors and most premium sedans, it achieves this impressive power output using regular unleaded fuel – further demonstration of Hyundai's commitment to value. This powertrain combination will launch Genesis to 60 miles per hour in less than six seconds. The Tau produces more horsepower and torque than the powerplants found in Lexus GS450, BMW 750i, Audi A8 and Infiniti M45 and has more horsepower per liter than any of its V8 competitors. The Tau engine is built with flexibility for the future. Future Tau variants may offer larger displacement, forced induction options and other technology enhancements.

STRONG LAMBDA V6 PERFORMANCE
Genesis also delivers spirited performance through its two V6 options -- all-aluminum 3.3-liter and 3.8-liter DOHC V6 engines that deliver an estimated 268 horsepower and 233 lb-ft. of torque and an estimated 290 horsepower and 264 lb.-ft. of torque, respectively. To maximize the power spread, the engines utilize Continuously Variable Valve Timing (CVVT) on intake and exhaust cam shafts and a new Variable Intake System (VIS) that helps cylinders breathe efficiently at low and high RPM. The better breathing results in outstanding off-the-line acceleration and passing performance, and remarkable fuel efficiency. The V6 engines use an alloy block and cylinder heads for lighter weight and thermal efficiency, and feature timing chains with no scheduled maintenance.

Even with their impressive output, all Genesis engines are also environmentally friendly, with all three achieving Ultra Low Emission Vehicle (ULEV) certification levels.

ADVANCED 6-SPEED TRANSMISSIONS
Both Genesis V6 engines use an Aisin 6-speed SHIFTRONIC automatic transmission that features an overdrive lock-up torque converter for improved highway fuel economy. The transmission offers smooth shifts and a wide spread of ratios that ideally suit both engine's characteristics including a tall-overdrive sixth gear for quiet, efficient highway cruising. Drivers can access the SHIFTRONIC® feature by moving the gear selector into a separate gate. Pushing the selector forward or pulling it rearward will shift the transmission up or down sequentially, adding to driver control. A clear LCD readout on the instrument panel shows the gear that's in use.
The Tau V8 Genesis is mated with an enhanced, high-output ZF 6-speed transmission to handle the added horsepower and torque.

INNOVATIVE AND SOPHISTICATED SPORT-TUNED SUSPENSION
Genesis features a suspension design that is among the most sophisticated and refined anywhere, at any price. The front five-link suspension features upper and lower arms linking the front wheels to the chassis. This artfully articulated arrangement creates a virtual king pin axis that dramatically reduces unwanted kickback through the steering wheel as well as improving responsiveness. The five-link independent rear suspension is equally sophisticated, enabling precise suspension geometry for a premium ride and engaging handling prowess. The capabilities of the advanced front and rear-suspension are maximized through Amplitude Selective Dampers (ASD) allowing tuning flexibility at smaller damper displacements. The ASD suspension provides:

    * Improved ride comfort with more body / wheel control
    * Increase driving comfort without compromised handling
    * Optimizes road surface contact
    * Technology used in Lexus, BMW and Mercedes-Benz models

PROGRESSIVE DESIGN MIRRORS ATHLETIC CAPABILITY
Genesis' design is a progressive interpretation of the modern rear-wheel drive sports sedan. To match its dynamic capabilities, Genesis combines strong, sculpted forms which integrate precise details, natural materials and innovative lighting to provide a well-crafted, premium design aesthetic.

HIGH-TECH ACCOMMODATIONS AT ACCESSIBLE PRICE POINTS
The new 2009 Genesis is the most advanced Hyundai ever. From its design and spaciousness to its technology and appointments, it delivers a wealth of features and performance befitting flagship European and Asian brands, but delivers them at a much more accessible price point. Starting with its Lexicon state-of-the-art audio system featuring LOGIC 7® technology, Genesis offers an extraordinary combination of technology, premium appointments, and value. Standard is a soft-touch instrument panel with woodgrain accents, Bluetooth® hands-free mobile phone interface, and USB/iPod® auxiliary inputs. A state-of-the-art navigation system with an eight-inch display is available. The navigation unit is accessed by a user-friendly multi-media controller that also controls the radio. Backing out of tight spaces and avoiding mishaps is much easier with the available backup camera that uses the eight-inch display to show the driver a clear view immediately behind the car.

A leather-wrapped dash, door panels, and console lid surround the driver in a luxurious environment, while heated and cooled driver's seat provides optimal driving comfort. An automatic windshield defogger with humidity sensor and rain-sensing wipers allow crystal clear sight lines. No other car in the segment offers an ultraviolet reflective leather steering wheel, which keeps the surface cool to the touch, even in scorching sunlight. Genesis also offers the conveniences of power rear sunshade, automatic electronic parking brake, proximity key and push button starter.

LEXICON® AUDIO SYSTEMS TEAM WITH XM, HD RADIO™, and APPLE TO OFFER UNRIVALED AUDIO PERFORMANCE AND CHOICE
Rolls Royce Phantom and Hyundai Genesis are the only automobiles to offer a Lexicon-branded state-of-the-art audio system featuring LOGIC 7® technology. The Lexicon® surround sound audio system includes a 12-channel digital amplifier and 17 speakers producing more than 500 watts of sound in 7.1 discrete audio. Genesis is also the first popular brand to offer the clarity of digital HD Radio technology from the factory. Navigation-equipped Genesis models also include a 30-gigabyte hard drive and XM NavTraffic. Like every 2009 Hyundai, Genesis comes standard with XM Satellite Radio. Auxiliary USB and iPod® inputs allow drivers to fully control and charge iPods directly from the head unit.

ADVANCED LIGHTING TECHNOLOGY
The 2009 Genesis offers Xenon high-intensity discharge (HID) headlights. The advantages of HID headlamps include greater lighting power, daylight-type lighting and reduced power consumption. In addition, the cut lines of the new HID headlights are extremely precise, providing maximum nighttime visibility without distracting other drivers. The lamps also feature an auto-leveling function which keeps the headlights level regardless of how the vehicle is loaded with passengers or cargo. Genesis also offers an Automatic Front Lighting System that allows the headlamps to automatically swivel for better visibility when cornering.

NEW TECHNOLOGIES DELIVER IMPROVED SAFETY PERFORMANCE
Maintaining Hyundai's emphasis on delivering leading safety technology, Genesis boasts world-class active and passive safety features to help both prevent accidents, and maximize the well being of its occupants in the event of a collision. The Genesis continues the Hyundai tradition of standardizing key life-saving safety technology such as Electronic Stability Control (ESC), eight airbags and electronic active head restraints.

Genesis' total of eight airbags include advanced dual front airbags, front and rear seat-mounted side-impact airbags, and roof-mounted side curtain airbags for both front and rear outboard seat occupants.

An electronic active head restraint system will debut on the 2009 Hyundai Genesis. Hyundai is the first popular brand to offer electronic active front head restraints, an improvement over mechanically based active head restraint systems. Until now, electronic active head restraints could only be found on select Mercedes-Benz, BMW and Lexus models. Active front head restraints have been proven by the Insurance Institute for Highway Safety to help prevent whiplash.

Genesis has a total of 8 ultrasonic sensors located on the front and rear bumpers. The sensors along with the rear backup camera help detect how close objects are when parking. Distance is indicated on the in-dash screen and accompanied by an audible warning tone.

Forward-looking radar is used in Genesis' Smart Cruise Control system. Smart Cruise Control adjusts vehicle speed to maintain distance from the vehicle ahead in the same lane.

Genesis is brought to a halt by large four-wheel anti-lock disc brakes with Brake Assist and Electronic Brake Distribution (EBD). The 12.6-inch front rotors have single-piston floating calipers and the rear brakes feature 12.4-inch rotors with single-pistons on V6 models. Twin-pistons and larger rotors are featured on V8 models.

WARRANTY
The all-new 2009 Hyundai Genesis is protected by the Hyundai Advantage, America's Best Warranty™. Coverage includes five-year/60,000-mile bumper-to-bumper protection, 10-year/100,000-mile limited powertrain warranty, and seven-year/unlimited mileage anti-perforation coverage. In addition, Genesis buyers receive 24-hour roadside assistance coverage at no extra charge for five years (no mileage limit) and that service includes emergency towing, lockout service and limited coverage for trip-interruption expenses. There is no deductible on any of these coverages.

TECHNOLOGY

    * Electronic active front head restraints
    * Electronic Stability Control
    * Eight airbags
    * Heated / cooled seats
    * High Intensity Discharge (HID) headlamps with adaptive leveling
    * Adaptive Front Lighting System
    * Push-button start
    * Navigation with backup camera
    * Electric parking brake
    * Standard Bluetooth technology
    * iPod/USB auxiliary inputs
    * HD Radio™ receiver
    * XM Satellite Radio® with NavTraffic
    * Lexicon® Discrete Surround Audio Systems
    * Automatic windshield defogger with humidity sensor
    * Rain-sensing wipers
    * Smart cruise control
    * Five-link front and rear suspension
    * Tau V8 engine
    * 6-speed transmissions

North American International Auto Show 2008

DETROIT--(BUSINESS WIRE)--Lexicon®, the world leader in digital audio, has partnered with Hyundai to create the ultimate listening experience for drivers of the all-new 2009 Hyundai Genesis sport sedan. Hyundai’s new flagship will debut with the Lexicon Discrete Surround Audio System at the North American International Auto Show on January 13.

The Hyundai Genesis will match V8 power and rear-wheel-drive performance with 528-watts and 17 speakers of state-of-the-art audio technology. The Lexicon Discrete Surround Audio System produces an acoustic experience that draws the listener deep into the performance with superior harmonic richness and higher quality bass. The sound is spacious and enveloping with superior dynamic range and the ability to deliver the subtle details of any recording.

“The new Lexicon Discrete Surround Audio System clearly demonstrates how uncompromising sound integrity results in a stunning and extraordinary listening experience for Genesis drivers,” said Joe Pullin, Harman/Becker Automotive Systems vice president, Global Marketing. “It’s intelligently designed, technologically advanced and sonically spectacular. Lexicon’s years of making products which relay the highest possible fidelity ensure an unbroken chain between the artist and listener.”

Featuring a wide array of audio innovations, the Lexicon Discrete Surround Audio System contains 7.1 channels of sound with a total output of 528 watts through 17 transducers (speakers). Two 3-way transducer systems provide the best-possible timbre balance, while also improving the clarity of audio playback. Five 2-way transducer systems yield the same sonic signature across all channels for optimum consistency in tone.

In addition to handling multiple media sources, Lexicon’s Digital Signal Processing (DSP) provides unique system equalization giving both driver and passengers the best possible acoustic performance of any vehicle available today. Hyundai Genesis joins the Rolls Royce Phantom as the only automobile to offer a Lexicon-branded audio system featuring LOGIC 7® technology, which creates a wide and extremely satisfying sound stage for the system.

Lexicon digital sound processing technologies are used on more than 80 percent of all professional recordings, TV broadcasts, film soundtracks and music. Founded in 1971, Lexicon’s involvement in both audio production and playback is unique in the industry. In 1978, the company introduced the first commercially-viable reverb line. Because DSP is used when the audio is created, playback on a Lexicon system is more true-to-life than on any other system.

Harman International (www.harman.com) designs, manufactures and markets a wide range of audio and infotainment products for the automotive, consumer and professional markets. Its brands include Harman Kardon®, JBL®, Revel®, Mark Levinson®, Infinity®, Lexicon®, Soundcraft-Studer®, AKG®, Becker® and QNX®. The company maintains a strong presence in the Americas, Europe and Asia and employs more than 10,500 people. The company's stock is traded on the New York Stock Exchange under the Symbol: HAR.