SEOUL, South Korea — Taking a page from performance giant Porsche, Hyundai said it will offer Brembo brakes as an option on its 2010 Genesis Coupe. The Korean automaker said this is the first Hyundai ever to be fitted with Brembo brakes.

It is yet another step forward for Hyundai, as the company attempts to move away from its value leader image.

The high-performance disc brakes from Brembo will be available as part of an optional track-use performance package on the Genesis Coupe. No word yet on pricing for this option. The Genesis Coupe is set to go on sale in September in Korea, followed by a North American launch in spring 2009.

"By specifying Brembo brakes, we are sending a strong message about the performance capabilities of the Genesis Coupe," said Dr. Hyun-Soon Lee, president of Hyundai's corporate research and development division. "Among car aficionados, Brembo's oversized caliper design is recognized as one of the hallmarks of a high-performance car. They grab attention and will force people to take a second, closer look at the Genesis Coupe."

The Genesis Coupe, Hyundai's rear-wheel-drive sports car, gets an optional performance-tuned 3.8-liter V6 that delivers an estimated 306 horsepower. The base engine is a turbocharged 2.0-liter inline-4 that makes an estimated 212 hp.

What this means to you: Those signature red Brembo brakes telegraph a powerful performance message about Hyundai's intent to improve its stature on the street. — Hoseok Park, Correspondent

This could mean anything. Brembo makes some very inexpensive stuff too for regular cars, i.e lots of OEM. Unless youre getting into the BBKs, which this doesn't state specifically- there is no concrete evidence to get excited about.

So Hyundai gets Brembo brakes and all of the sudden they are great cars?!? It still a Hyundai, and it doesn't look all that great.

Nobody ever markets their plain-jane OEM Brembo equipment as "brembos", I don't think Brembo will let them. This clearly means a high-performance braking package.

It still a Hyundai

So would the standard brembo brakes on STI and EVO be the plain-jane ones or the baller ones?

So Hyundai gets Brembo brakes and all of the sudden they are great cars?!? It still a Hyundai, and it doesn't look all that great.

stop being retarded. now.

ROLF. Not quite, but I guess all coupes do have something in come now huh? 2-doors perhaps?
Still, I'm not exactly swayed by Hyundai's being all that most claim it to be...Quality is still an issue in my book. Hence the long warranty. http://www.jdpower.com/autos/ratings/quali...atings-by-brand
I'll give it another 10 years and re-evaluate.

ROLF. Not quite, but I guess all coupes do have something in come now huh? 2-doors perhaps?
Still, I'm not exactly swayed by Hyundai's being all that most claim it to be...Quality is still an issue in my book. Hence the long warranty. http://www.jdpower.com/autos/ratings/quali...atings-by-brand
I'll give it another 10 years and re-evaluate.

Man I hate that mentality. If my dad, strongly biased against Korean cars, having driven some of their '80s shitboxes, can get over prejudices. Go sit in a new Azera or Genesis and tell me they aren't built better than an Infiniti.

All your views seem to be based on perceptions of the brand, not actually sitting in a car, that's what trouble me. And I'm not a Hyundai fan...

Honestly when's the last time Hyundai put out a genuinely garbage car? Their shitty cars are honestly a thing of the past. It's also not about one car, throughout the range, Hyundai's are well-built and class competitive.

Honestly when's the last time Hyundai put out a genuinely garbage car? Their shitty cars are honestly a thing of the past. It's also not about one car, throughout the range, Hyundai's are well-built and class competitive. And I honestly can't believe I'm defending Hyundai this much, fuck you Phix.

Is it pronounced 'Hun-day' or 'Hun-die'?

Nobody ever markets their plain-jane OEM Brembo equipment as "brembos", I don't think Brembo will let them. This clearly means a high-performance braking package.

Agreed.

Hyundai Accent -- meh.
Hyundai Elantra -- competitive.
Hyundai Sonata -- competitive.
Hyundai Azera -- competitive.
Hyundai Tiburon -- meh, but discontinued.
Hyundai Genesis Sedan -- competitive, we just don't know with what.
Hyundai Tucson -- meh.
Hyundai Santa Fe -- competitive.
Hyundai Veracruz -- competitive.
Hyundai Entourage -- competitive.

Looks pretty good to me.

I can safely say that you don't go from one of the bottom dwellers to top of the list in less than 10 years.

No you can't safely say. Also Consumer Reports is based more on brand loyalty and prevailing public opinion more than anything logical.

Also I think "who cares" about the optional Brembo brake kit. Anyone can go out and install an optional brake kit from Brembo for their car. No one's going to get this option.

If I got one, I would. That's a very narrow-minded thing to say... especially considering it's part of a package. Anyone can install one? I'm pretty sure it'd be cheaper to get it with this package than to buy the kit and pay someone to install it.

It really depends. Included with the car means you can negotiate the price, include it in your financing, and not have to install it. I don't think you can get any of those with an aftermarket kit.