Since Peter Schreyer became design chief at Kia, there’s been quite a lot made of that brand’s emerging style. But the parent company, it would seem, isn’t content to let Kia take all the visual plaudits, as Hyundai appointed Schreyer to oversee global design for both brands earlier this year. As a result, Hyundai's “fluidic sculpture” design language has evolved and the latest example of which just debuted at the Seoul auto show: the HND-9 full-size coupe concept. It provides a glimpse of the next-gen Genesis coupe.

The HND-9 features classic GT proportions at an overall length of 184.8 inches—112.6 inches in wheelbase—74.4 inches in width, and 52.8 inches tall. That's 2.5 inches longer than the current Genesis coupe, an inch wider, and 1.7 inches lower. In typical auto-show fashion, Hyundai has added 22-inch aluminum wheels with carbon-fiber accents and scissor doors—we expect neither of these features to come on any future production-spec Hyundai.

But even on smaller wheels and making use of more-traditional doors, the HND-9—the moniker denotes that it’s the ninth concept car from Hyundai's Namyang, South Korea, design studio—would look impressive. The concept displays a new and compelling reinterpretation of Hyundai's signature grille, which by now has been copied by half of the industry (some will question the originality of this particular piece as it looks remarkably similar to the grille of the Ford Focus ST, which itself is heavily inspired by those of Aston Martin’s range); the rear-wheel-drive architecture is reflected in the stance and proportions; the side windows feature an upward kink as opposed to the Genesis coupe’s downward notch; and the rear end is dominated by the three-dimensional taillights and a narrowing roof section.

The overpowering feature of the interior is its fluid-looking dashboard and driver-oriented center stack. Unlike the last Hyundai concept, the HCD-14 from this year’s Detroit show, the HND-9 does not serve as a preview for future technological solutions, such as the gesture-controlled interface Hyundai is developing. But there are futuristic materials, most notably the mesh upholstery covering the seats. Its color changes depending on the light and the angle in which it’s viewed.

The HND-9 concept is powered by a 365-hp, turbocharged and direct-injected 3.3-liter Lambda V-6 engine, mated to an eight-speed torque-converter automatic. This package sounds to us like an entirely realistic powertrain option for the next-generation Genesis coupe. We also expect Hyundai to continue offering a turbocharged four as an efficient entry-level engine for the series-production car. The 5.0-liter Tau V-8 likely will remain exclusive to the significantly larger Genesis sedan, as well as Hyundai's flagship Equus.

The sporty and distinctive lines of the HND-9 concept bode well not only for the Genesis coupe, but also for the brand's entire lineup. Like Kia, Hyundai is becoming a strong force in the design world. The stylistic boldness befits the brand's emergence as a true global player. And the differentiation between the two sister brands—aggressive Kia versus emotional and sensual Hyundai—is sufficient enough to separate them on the aesthetic map.

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