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Hyundai has been keeping everyone pleasantly surprised lately, and the surprises keep coming. The Korean automaker’s latest endeavor is the i-Flow Concept which was just unveiled at the Geneva Motor Show.

“It was likely the most impressive surprise at the show because its technology and design can actually be applied today,” said Rocco Penn, editor for a German automotive magazine.

“I tire of seeing fancy concepts that have no chance of seeing the light of day. The i-Flow is fresh and real.”

Hyundai hints that the i-Flow Concept gives a glimpse into an upcoming D-segment sedan that will take on vehicles like the Ford Mondeo in Europe or the Taurus here in the U.S. Power is supplied via a new 1.7-liter in-line-four cylinder diesel engine with Hyundai’s Blue-drive system. This powertrain is mated to a six-speed dual clutch transmission.

Thanks to its unique hybrid powertrain, and its ultra low 0.25 drag coefficient, Hyundai claims that the i-Flow Concept is capable of an astonishing 78.4 miles per gallon. Aside from being fuel efficient, it’s also ultra gentle on the environment thanks to CO2 emissions of just 85 grams/kilometer.

Although Hyundai is embarking on increasingly radical vehicle designs, the automaker is clearly putting plenty of emphasis on the technology underneath the sheet metal as well.

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Everyone’s favorite South Korean automaker is set to make some big news in the Big Apple this April. That’s when the New York International Auto Show kicks off, and among the vehicles  set to debut there will be hybrid and turbocharged models of the 2011 Hyundai Sonata.

Now, just to be clear, this will be two separate models. The new top-of-the-line Sonata will holster the 2-liter turbo four currently used to motivate the entry-level Genesis Coupe, in which it makes 210 hp and 223 lb-ft of torque. Customers can expect more power from the powerplant when it’s used in the Sonata, however, with commentators expecting to see upwards of 250 hp from the engine when it’s fitted to Hyundai’s sedan. That’s a nice step up from the current Sonata’s 198 hp/184 lb-ft of torque, although it’s slightly lower than the numbers found in the Ford Fusion Sport, which is good for 263 hp and 249 lb-ft of torque.

On the other hand, the Ford holsters a V6, which returns an EPA line of 18/27 in city/highway driving. EPA estimates have yet to be announced for the turbo Sonata, but it’s smaller engine should help the car make up for its slightly lower power numbers with slightly better fuel efficiency. At least until the Blue Oval drops an EcoBoost powerplant in the Fusion.

As for the new Hyundai hybrid, well, Ford had better watch out in this segment, too. The Fusion has been the class of the mid-size hybrids since its introduction, based on its high-quality Fusion underpinnings and fuel efficiency numbers that were significantly higher than the sedan-style hybrid competition. The Fusion goes 41 city/36 highway, while the Toyota Camry hybrid achieves 33/34 in the EPA’s city/highway ratings.

With Hyundai making it a goal to produce the most fuel-efficient vehicles in the U.S., you can expect the hybrid Sonata to at least match the Fusion’s mpg numbers, which should also help it match Fusion sales.

Drivers can expect both new Sonatas to reach dealerships before the year is out.

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When the Hyundai Genesis was introduced back in 2008, the company was hoping it would completely change how buyers looked at the brand by offering new levels of luxury, fit and finish, performance, and quality. And the vehicle started living up to the hype almost immediately, taking home the 2008 North American International Car of the Year award.

Flash forward two years, and the Genesis is continuing to earn honors. For example, the Genesis coupe recently has been named “Just for Fun” car of the year by MotherProof.com, a Web site dedicated to the biggest segment of vehicle shoppers in the U.S.: women.

It’s a great choice, as the Genesis offers plenty of what the judges were looking for, beginning with rear-wheel drive and two engine choices (a turbo four-cylinder offering 210 hp/223 lb-ft of torque and a V6 that goes 306/266). In addition, “R-Spec” and “Track” packages are available and offer such high-performance necessities as a six-speed automatic with paddle shifters, a Brembo braking system, a Torsen limited-slip differential and 19-inch alloy wheels. With EPA ratings that start at 21/30/24 for city/highway/combined driving, and a base MSRP of just $22,000, the Genesis coupe shows fun can be affordable, too.

Hyundai’s superior value proposition also helped the Genesis sedan get named “Best Deal for the Boss” by noted auto Web site Cars.com. Site editors said, “The Genesis does a remarkable job at delivering the experience of a high-end luxury sedan at a much lower price.”

In concrete terms, that means the Genesis sedan offers a cabin that’s as quiet as a Mercedes-Benz S-Class, a 17-speaker audio system from the same company that outfits Rolls-Royce, the ability to outperform a BMW 5 Series and panel gaps tight as those on a Lexus. Oh, and a retail price that’s all Hyundai, starting at $33,000.

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If you’re in the market for an affordable, yet luxurious midsize car that also boasts incredible safety, the 2011 Hyundai Sonata should be a safe bet! The all-new 2011 Sonata has just been named a Top Safety Pick by the Insurance Institute for Highway Safety (IIHS).

Vehicles that earn the Top Safety Pick badge must deliver a ‘good’ rating for the Institute’s front, side, rear, and rollover tests. The vehicle rating also requires electronic stability control.

In 2010, it has become much more difficult for a vehicle to earn the covered Top Safety Pick rating. New IIHS regulations have made the roof strength test twice as stringent as the federal requirement, which has caused some vehicles to fall off the Top Safety Pick list this year.

The 2011 Hyundai Sonata is all-new this year, and it’s no surprise that this new model boasts plenty of safety features. Following in the Genesis’ footsteps, Hyundai has added a long list of safety features on the Sonata as standard equipment. From an ultra-high-strength steel body structure, to advanced airbag technology and Electronic Stability Control (ESC), the new Sonata was “built from the ground up with safety in mind,” according to Hyundai.

As the 2011 Hyundai Sonata begins to arrive in showrooms across the country, Hyundai dealers are having difficultly keeping pace with demand. With its new top safety nod from IIHS, it’s likely that demand for this new sedan will only increase.

For additional details about the 2011 Hyundai Sonata and its unique safety features, see the official press release below.

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Press Release:

2011 Hyundai Sonata Named ‘Top Safety Pick’ by IIHS

FOUNTAIN VALLEY, Calif., Feb. 18 /PRNewswire/ — Today, the all-new 2011 Hyundai Sonata joins an elite group of motor vehicles as a “Top Safety Pick” of the Insurance Institute for Highway Safety (IIHS).

This award is only given to those vehicles that do a superior job protecting people in front, side, rear and rollover crashes. A car’s ability to handle itself in these crashes is determined by how many “GOOD” ratings it receives in each of the IIHS tests.  Additionally, the vehicle must have electronic stability control readily available as an option.

Sonata is built from the ground up with safety in mind, with a hot stamped ultra-high-strength steel body structure, advanced airbag technology and Electronic Stability Control (ESC), delivering on Hyundai’s commitment to both active and passive safety technology leadership. Once again every 2011 Sonata has lifesaving ESC as standard equipment. This is important because the National Highway Traffic Safety Administration (NHTSA) has reported that ESC results in 35 percent fewer single-vehicle crashes and 30 percent fewer single-vehicle fatalities in passenger cars.

The Sonata also features a state-of-the-art Anti-Lock Braking System (ABS) including Brake Assist and Electronic Brake-force Distribution (EBD).  Sonata features six airbags—including dual front, front seat-mounted side-impact, and front and rear side curtain airbags—along with active front-seat head restraints.

While past Hyundai models, such as the Genesis, have been named IIHS “Top Safety Picks,” the standards are higher than ever for 2010, with a roof strength test added to the qualifications. According to the new guidelines, roofs must be more than double the strength of current federal requirements in order to better maintain vehicle integrity in the event of a rollover accident.

Because this roof strength test is so demanding, many of the vehicles that had previously been named “Top Safety Picks” were dropped from the list in 2010.  From the 2011 Sonata’s inception, Hyundai engineers carefully considered the importance of roof strength and designed the newest edition to pass this high hurdle set by the IIHS.

The other IIHS “Top Safety Pick” standards are stringent as well — the Institute’s frontal crashworthiness evaluations are based on results of 40 mph frontal offset crash tests.  Each vehicle’s overall evaluation is based on measurements of intrusion into the occupant compartment, injury measures recorded on a dummy representing a 50th percentile male in the driver seat, and analysis of slow-motion film to assess how well the restraint system controlled dummy movement during the test.

Side evaluations are based on performance in a crash test in which the side of a vehicle is struck by a barrier moving at 31 mph.  The barrier represents the front end of a pickup or SUV. Ratings reflect injury measures recorded on two instrumented dummies representing an average-sized woman, assessment of head protection countermeasures, and the vehicle’s structural performance during the impact.

Rear crash protection is rated according to a two-step procedure.  Starting points for the ratings are measurements of head restraint geometry — the height of a restraint and its horizontal distance behind the back of the head of an average-size man.  Seat/head restraints with good or acceptable geometry are tested dynamically using a dummy that measures forces on the neck.  This test simulates a collision in which a stationary vehicle is struck in the rear at 20 mph.

It’s no coincidence that the 2011 Sonata joins company with the other “Top Safety Picks.” During development of the 2011 Sonata, Hyundai did its own crash tests using the same procedures as the Institute. When it came time for the actual IIHS’ tests, the Sonata achieved a “GOOD” rating in every category, reflecting Hyundai’s commitment to safety and engineering excellence.

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Hyundai dealers are reportedly running low on the all-new 2010 Hyundai Tucson crossover. Perhaps in part due to Toyota’s sales slump, Hyundai’s latest crossover is in high demand, and dealers are having difficulty keeping pace with demand.

During the National Automobile Dealers Association’s annual convention, executives from Hyundai met with dealers, who were given the opportunity to voice their concerns. Luckily for Hyundai execs, news from the showroom floors of American Hyundai dealers was good, if not stellar.

Hyundai recently released two new models at the Los Angeles Auto Show, which both received plenty of acclaim. The first is the aforementioned Tucson crossover, which increases in size and adds more luxurious interior accommodations compared to its predecessor. Additionally, the Hyundai Sonata sedan is also arriving in showrooms to only find eager consumers waiting to buy. Both models also come with the automaker’s 10 year, 100,000 mile warranty and are backed by the Hyundai Assurance Program.

In other good news, Hyundai dealers will soon be given the updated 2010 Azera sedan along with the new Elantra midsize sedan and new compact Accent. All of these models will allow dealers to attract car buyers looking for fresh, fuel-efficient cars. With market share climbing, Hyundai looks to be well positioned in the marketplace, and dealers can’t complain about that.

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Combining improved fuel economy and improved power is usually a hard balance to achieve. But that’s exactly what’s in store for the 2011 Hyundai Azera sedan, which was just made its debut at the 2010 Chicago Auto Show.

Although this isn’t a full redesign and is only a mid-life update, the 2011 Azera benefits from critical upgrades to its powertrain. This includes a new six-speed automatic transmission as well as a choice between a 260 horsepower 3.3-liter engine or 283 horsepower 3.8-liter DOHC Lambda V6 engine. Fuel economy for the 3.3-liter unit is rated at 20 mpg city and 28 mpg highway, while the larger 3.8-liter delivers 19 mpg city and 27 mpg highway.

Aside from more power, and more impressive fuel economy, the 2011 Hyundai Azera also received cosmetic updates as well, including new head and tail lights, bumper fascia, trunk lid, front grille, and wheels. Inside the Azera receives new aluminum accents and EZ Lane Change Assist.

Pricing and launch details of the new Hyundai Azera have not yet been released. However, you can read more details about the new Azera via the press release below.

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Refreshed 2011 Azera Boasting Improved Fuel Economy, More Horsepower and Lethal Emissions

The 2011 Hyundai Azera adds power and efficiency to a model known for its luxurious appointments. The updated large sedan now includes an advanced six-speed automatic transmission and other powertrain refinements raising the bar on fuel economy in its class, while still gaining horsepower. The 2011 Azera will be available at Hyundai dealerships in spring 2010.

New for 2011:

• Choice of 3.3-liter or 3.8-liter DOHC Lambda V6 engine with improved power and fuel economy
• Estimated fuel economy of 20 mpg city / 28 mpg highway with 3.3-liter engine
• Estimated fuel economy of 19 mpg city / 27 mpg highway with 3.8-liter engine
• All-new, in-house six-speed automatic transmission

Exterior upgrades

• Headlights, tail lights and fog lights
• Bumper fascias, side mirrors and window trim
• Trunk lid and grille
• Alloy wheels
• Interior refinements
• Center console aluminum graining
• “Eco Indicator”
• “EZ Lane Change Assist” – one touch triple turn signal

All of these upgrades help illustrate why more and more customers are discovering how well Azera stacks up against the competition. Overall, the 2011 Azera is a strong competitor to vehicles like the Lexus ES350, Toyota Avalon, Nissan Maxima, Buick LaCrosse and Ford Taurus. Spacious and luxurious, the Azera features more interior volume than expensive luxury sedans such as the Mercedes Benz E-Class, BMW 750i and Lexus LS 460. Both Azera powertrains still offer more standard horsepower than the BMW 528i demonstrating that Azera is one of the smartest premium large-sedan choices available in the American market today.

CHOICE OF TWO MORE POWERFUL AND FUEL-EFFICIENT POWERTRAINS

The Azera GLS is equipped with an enhanced 3.3-liter, DOHC V6 engine that now produces an estimated 260 horsepower at 6,200 rpm and 233 lbs.-ft. at 4,500 rpm of torque. The performance gains were achieved by incorporating Dual Continuously Variable Valve Timing (DCVVT) that improves engine breathing on the intake and exhaust camshafts for better fuel economy and lower emissions. Depending on engine load and speed, DCVVT can extend or shorten the duration of the valve opening and closing for more power. Previously, the 2010 Azera only had CVVT on the intake camshaft. Now, the Azera GLS features a specially tuned intake manifold surge tank to take advantage of the new DCVVT configuration. A member of Hyundai’s “Lambda” engine family, this new engine also has all-aluminum construction and four valves per cylinder. It also features a Variable Intake System (VIS) that further broadens its power curve to improve the vehicle’s off-the-line acceleration and passing performance. Fuel economy estimates for the Azera GLS are 20 mpg city / 28 mpg highway.

The Azera Limited delivers powerful performance due to its revised clean and efficient all-aluminum 3.8-liter, DOHC V6 engine, which delivers an estimated 283 horsepower at 6,000 rpm and 263 lbs.-ft. of torque at 4,500 rpm. To maximize the power spread, this engine also uses DCVVT and a Variable Intake System (VIS) to help cylinders breathe efficiently at both low and high rpms. Estimated mileage figures for the Azera Limited are 19 mpg city / 27 mpg highway.

To help Azera drivers get the most out of their vehicles, Hyundai has added a fuel economy indicator in the 2011 model. The “Eco Indicator” displays a green light to indicate when driving habits are contributing to good fuel economy.

SIX-SPEED AUTOMATIC TRANSMISSION

Hyundai’s commitment to making the Azera extremely fuel efficient continues with a six-speed automatic transmission with SHIFTRONIC manual control. This transmission offers smooth shifts and a wide ratio spread that ideally suits both engines’ characteristics.

Hyundai’s all-new six-speed automatic transaxle helps the company meet its goals of improving fuel efficiency and reducing emissions. Shifts are silky-smooth with an option of manual control through the SHIFTRONIC feature.

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 being used.

Designed for transverse engine applications in passenger cars and CUVs, the new compact transmission puts Hyundai into an elite class of only three auto manufacturers who have designed their own proprietary six-speed automatic transmissions. The strength of the design is its unique layout which makes it smaller, more compact and lighter than any other six-speed transmission on the market today.

The gearbox has no dipstick because it is filled with automatic transmission fluid designed to last for the life of the vehicle under normal usage conditions, thereby reducing maintenance costs.

Developed over a four-year period, this new six-speed automatic is 26.4 pounds lighter than the five-speed it replaces. It also is 1.6 inches shorter and considerably simpler, having 62 fewer parts, which is a key to increased durability, lighter weight and lower cost.

When it comes to transmissions, more gears are definitely better. The addition of a sixth gear enables closer spacing between gear ratios providing a better balance of performance and fuel economy while the wide overall gear ratio helps deliver strong, smooth acceleration.

The gearbox has three planetary gearsets and a unique flat torque converter that shortens the unit’s overall length by 0.47 inches. Four pinion differentials improve durability and further minimize size.

Another example of engineering ingenuity is found in the design of the hydraulic pressure control unit. Slight manufacturing deviations from one solenoid valve to the next often cause fluctuation in the hydraulic pressure and affect shift precision and quality. The transmission featured in the Azera cleverly integrates adjustment screws in the valves that enable each of the eight valves to be calibrated at the factory. This feature ensures stable hydraulic pressure at any shift point which facilitates a high degree of precision and control needed to deliver fast, smooth and precise shifts throughout the rpm range.

STRIKING FIRST IMPRESSIONS

Azera is reborn with a more handsome exterior design. The most noticeable exterior upgrade is a new sleeker front bumper fascia, with a number of subtle design tweaks. Design updates up-front also include redesigned headlamps, new chrome grille and round fog lights. A high-gloss window trim treatment enhances Azera’s profile. The rear of the 2011 Azera features new LED tail lights, a redesigned bumper with integrated chrome tailpipes and a matching decklid. Modernized 17-inch alloy wheels and revised side repeater mirrors with all-new bright puddle lamps light the way to Hyundai’s refined premium large car with near-luxury attributes. Overall, Azera’s proportions remain elegant, purposeful and aerodynamically efficient, reducing wind noise while adding maximum stability on the highway.

ATTENTION TO DETAIL

Inside, Azera’s spacious cabin provides not only roomy comfort, but a luxurious look with a new attention to detail that makes both driver and passengers feel like they are riding in a luxury sedan. These details include a new brushed metalgrain finish applied to the gear shift indicator area, cup holder cover, ashtray cover and center console cover. For convenience, “EZ Lane Change Assist” (one-touch triple turn signal stalks) has been added as to long list of standard equipment. Slight movement of this new turn signal stalk will cause the turn signals to blink three times and then automatically go off – an ideal feature for highway passing.

The 2011 Azera offers luxurious appointments and spaciousness that rivals the finest premium competitor brands. It offers a roomy cabin with nearly 44 inches of legroom up front and more than 38 inches of legroom for rear-seat passengers. Hyundai engineers have created efficient packaging to maximize interior volume with the 2011 Azera offering more interior volume (123.5 cu.-ft.) than the Toyota Avalon and Nissan Maxima.

Special attention has also been paid to other interior details, such as the electroluminescent cluster display and steering wheel audio control functions. The blue backlighting for interior gauges, switches and buttons along with ion-plated accents highlight the vehicle’s modern appearance. Other unexpected luxury appointments include a power rear sunshade, integrated memory system and power-folding side mirrors with turn signal indicators and puddle lamps on the Limited version. Azera Limited also has a power tilt and telescopic steering wheel, electrochromic auto-dimming mirror with HomeLink®, premium door sill scuff plates and woodgrain steering wheel and door pulls to its long list of standard equipment.

The Azera comes standard with dual front automatic climate controls, solar control glass, power seats for driver and front passenger, as well as woodgrain and metalgrain interior accents.

An AM/FM/XM/CD/MP3 audio system that includes a four-channel, 172-watt internal amplifier and six speakers comes standard in the Azera GLS. Audiophiles with even more demanding tastes will be impressed by the available Infinity audio system that includes a seven-channel, 315-watt amplifier with an in-dash six-disc CD changer and 10 speakers, standard in Limited trim levels.

Music lovers will also welcome the 2011 Azera’s inclusion of standard iPod®/USB and auxiliary input jacks to accommodate and charge audio devices such as iPods.

For drivers looking for the ultimate luxury options, Azera offers the Limited Trim with Navigation Package which receives a powerful Infinity 605-watt Logic 7® surround sound audio system as standard equipment in addition to its LG DVD navigation system.

SAFETY FEATURES

Maintaining Hyundai’s emphasis on class-leading safety technology, the 2011 Azera boasts impressive active and passive safety features to protect its occupants in the event of a collision. The Azera continues to set standards by making key life-saving active safety technology standard, such as Electronic Stability Control (ESC) with a Traction Control System (TCS).

Also standard are independent double-wishbone front- and multi-link rear suspension, large four-wheel disc brakes and an Anti-lock Braking System (ABS) that includes Brake Assist, which provides maximum braking force when a panic stop is detected, and Electronic Brakeforce Distribution (EBD), which automatically adjusts the amount of force applied to each of a vehicle’s brakes for optimal performance under varying load conditions.

Additionally, Azera offers impressive passive safety features including eight standard airbags, active front head restraints to help prevent whiplash, a Lower Anchors and Tethers for Children (LATCH) system for children’s seats and three-point seatbelts for all positions while shingle-style rear-seat head restraints provide drivers with improved visibility. Security is further advanced with an anti-theft engine immobilizer and remote keyless entry with alarm.

LG DVD NAVIGATION

LG, the South Korean-based international manufacturer of consumer electronics has developed an exclusive navigation system for the Hyundai Azera, Elantra and Veracruz models. Using touch-screen functions, the DVD navigation system comes equipped with a premium 605-watt Infinity Logic 7 surround sound system with 12 speakers, 11-channel digital amplifier and AM/FM/XM/CD/MP3 reception capability which replaces the six-disc CD changer and iPod/USB and auxiliary input jacks. It also includes mapping software for the continental United States and has available POIs (Points of Interest) for entertainment, shopping and dining. Route guidance is provided by audio and visual prompts.

COMFORTABLE AND CONTROLLED SUSPENSION

Hyundai engineers benchmarked the best cars in the category before designing the Azera’s double-wishbone front and multi-link rear four-wheel independent suspension system. By using high-tensile steel in critical unibody areas, the Azera features increased stiffness and rigidity, which ensures formidable resistance to flexing and enhanced ride and handling, while lowering interior noise levels. Attached to the Azera’s rigid structure is improved suspension and steering hardware to keep the vehicle even flatter through turns and more compliant over bumps. The suspension features four twin-tube, gas-charged dampers, softer bushings and a quick steering rack. The Azera also has front and rear stabilizer bars and rides on new 17-inch wheels and 235/55VR17 tires.

TWO WELL-EQUIPPED MODELS

From the well-equipped GLS, to the downright luxurious Limited, the 2011 Azera lineup addresses the needs and desires of premium sedan customers with a highly competitive mix of features and benefits. Each model delivers a level of standard equipment that is a cut above competing models.

AZERA GLS

Key standard equipment:

• 3.3L MPI-DOHC V6 with 260HP (estimated), variable intake system
• Six-speed automatic transmission with SHIFTRONIC®
• 16-inch alloy wheels
• Electronic Stability Control (ESC)
• Anti-lock Braking System (ABS) with Electronic Brake-force Distribution (EBD)
• Traction Control System (TCS)
• Tire pressure monitoring system
• Active front head restraints
• Advanced front airbags, front and rear side-impact airbags and side-curtain airbags
• Power driver seat with power lumbar support
• Bodycolor heated dual power mirrors
• Automatic headlights
• Front fog lights
• Dual exhaust
• Remote keyless entry system with alarm
• Engine immobilizer
• Power windows, locks, heated mirrors
• Tilt-and-telescopic steering wheel
• Steering wheel audio controls
• AM/FM/XM/CD/MP3 audio with iPod®/USB auxiliary input jacks
• Solar control glass
• Cruise control
• EZ lane change assist
• Eco Indicator

AZERA GLS with PREMIUM PACKAGE

• Leather seating surfaces
• Heated front seats
• Power tilt-and-slide glass sunroof
• Leather-wrapped steering wheel & shift knob

AZERA LIMITED
GLS equipment plus:

• 3.8L MPI-DOHC V6 with 283HP (estimated), variable intake system
• 17-inch hyper silver alloy wheels
• Power tilt-and-slide glass sunroof
• Power folding side mirrors with turn signal indicators
• Bumper, bodyside and door handles with chrome inserts
• Leather seating surfaces
• Heated front seats
• Dual automatic temperature control
• In-dash 6-disc CD Changer with 10 Infinity® speakers, iPod®/USB auxiliary input jacks, subwoofer and amplifier
• Integrated Memory System (IMS)
• Power rear sunshade
• Woodgrain-trimmed leather steering wheel and door pulls.
• Power adjustable tilt-and-telescopic steering wheel
• Brushed stainless steel door scuff plates
• EC auto-dimming mirror with compass and Homelink®

AZERA LIMTED with ULTIMATE NAVIGATION PACKAGE

• LG DVD Navigation system with touch-screen display (replaces in-dash six-disc CD changer and iPod/USB auxiliary input jacks)

12-speaker Infinity® Logic 7® surround sound audio system.

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Hyundai seems to be moving into 2010 with the same gusto as it did in early 2009. Not only is the automaker continuing its Hyundai Assurance Program, but completely redesigned models are also heading to showrooms. And what better way is there for AdAge’s Marketer of the Year to highlight these new models and the unique incentive program than by advertising during the Super Bowl. Not only do the new Hyundai ads feature Bret Favre, but they also feature more than 3,000 workers from Hyundai Motor Manufacturing Alabama, which is where the all-new 2011 Hyundai Sonata is manufactured.

Last year Hyundai’s expensive Super Bowl television ads paid off big time by promoting the Genesis sedan and coupe. This year Hyundai seems confident that the strategy will pay off yet again as there will be several Hyundai spots throughout the course of the game.

See the new Hyundai ads before the big game by checking them out below.

While the U.S. auto market was setting records for poor performance in 2009, it turns out that Hyundai was delivering a record of its own: The South Korean OEM just notched its best quarter ever, with net profit for the last three months of last year reaching $822 million; that’s more than four times better than Hyundai’s 2008 fourth-quarter performance. In addition, Hyundai-owned Kia set a fourth-quarter record as well, seeing its profit for that period climb to $524.2 million in 2009, as compared to about $64.5 million in Q4 of 2008.

The duo’s steadily improving products are making the difference, with vehicles like the Hyundai Elantra, Hyundai Sonata, Kia Sorento, Kia Forte and Kia Forte Koup all attracting plenty of customers.

What’s especially notable is how much—and how quickly—fuel efficiency has been improved. At the end of 2008, Hyundai claimed it would become the most fuel-efficient automaker in the country, and the company reached that goal just a year later. Per Hyundai, “The EPA 2009 Light-Duty Automotive Technology and Fuel  Economy Trends Report indicates that Hyundai has the highest MY 2009 laboratory 55/45 fuel economy with 30.1 miles per gallon (mpg). Hyundai is also the only automaker to top 30 mpg in the report.”

Further, the American Council for an Energy-Efficient Economy recently honored two Hyundais for the efficiency, putting the Sonata on its “Greener Choices 2010″ list (for the third consecutive year) and adding the  Hyundai Accent “Blue” model to its “Greenest Vehicles of 2010″ rankings. As an FYI, the Sonata puts up a line of 22/32/25 in the EPA’s city/highway/combined ratings, and the Accent goes an even more impressive 27/36/31.

Hyundai America product manager Michael Deitz said, “As we head into 2010, you’ll be seeing more Hyundai Blue Drive initiatives and our dedication to identifying fuel economy solutions.”

It seem that yet another record-breaking year for Hyundai won’t be out of the realm of possibility either.

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Hyundai continues to keep consumers and industry analysts surprised, and their latest feat is reporting a record quarterly profit of $728.4 million for the end of 2009.

As the recession continued throughout 2009, Hyundai seemed to have struck a chord with consumers that were weary about the economy. Helped by an outstanding warranty, and their unique Hyundai Assurance Program, Hyundai vehicles quickly became preferred over rivals such as Toyota and Honda. Hyundai’s value and quality also helped the Korean automaker increase market share.

With so many factors helping propel Hyundai vehicles into the mainstream, it’s no surprise that Hyundai is producing substantial profits. The recent quarter’s profit is up 44 percent compared to the same period in 2008. Hyundai’s sales, as well as the sales of sister brand Kia, remain strong. As the industry rebounds from the economic slowdown, sales for both brands are expected to grow this year.

In 2010, Hyundai looks to be unstoppable as the automaker is releases several new models such as the all-new Sonata and Tucson.

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Hyundai may soon provide a glimpse into its hybrid future at the upcoming Detroit Auto Show. The Hyundai Blue-Will concept car may be indicate not only Hyundai’s future styling cues and interest in entering the hybrid segment, but this concept may also soon become the basis for a production hybrid-only model.

Helping to powering the Hyundai Blue-Will are lithium-ion-polymer batteries that power the 134 horsepower electric motor. Like the upcoming Chevrolet Volt, the Hyundai Blue-Will concept can cover 40 miles on electric power alone and can be recharged simply by plugging it in to a household power outlet. This hybrid also features a 152 horsepower 1.6-liter four cylinder engine. Thanks to its hybrid powertrain, Hyundai says the Blue-Will will deliver 100 miles per gallon.

The design features sweeping curves covering its wedge-like shape. Like other hybrids, the Blue-Will has compact dimensions and a rear hatchback for excellent aerodynamics. Even the underbody of the car receives an aerodynamic tray to ensure mechanic component do not produce drag.

As a concept car, its uncertain how much of the design and mechanical components will carry over into a production model. But it is certain that Hyundai is committed to hybrid technology, and having a plug-in hybrid in the lineup in the near future is certainly feasible. As Hyundai now has a penchant for entering uncharted territory with their latest products, expect a vehicle like the Blue-Will to take on the Prius soon.

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