After rolling out three sedans and struggling to establish a U.S. dealer network, Genesis finally introduced its first crossover in the U.S., with high hopes for the midsize GV80 to conquest traditional luxury brands. Two engines will be available.

Chris Evans of Marvel Comics movie fame and former "Saturday Night Live" regular Rachel Dratch watch as John Krasinski from "The Office" prepares to fit his new Sonata into a tight parking spot.

Mazda conquered the market for rotary vehicles in the United States from the north 50 years ago and has provided a steady stream of fun-to-drive cars to its dealers — along with more than one existential crisis — decade after decade. 

Armed with its new crossover, Hyundai's Genesis is leveraging the Super Bowl, celebrity couple John Legend and Chrissy Teigen, a new logo and the Young Luxury slogan to raise its American profile.

The veteran guided the launch of a new crossover lineup over the last two years that led to an increase in U.S. market share and positioned the brand for long-term growth after struggling with a car-heavy mix.

The power couple were chosen as the brand's "spokespeople" to throw a going away party for "old luxury" and introduce Genesis' "young luxury" marketing campaign with two teasers for the brand's first Super Bowl ad.

For every yard gained during the game, the automaker will give $1,000 to three charities helping the homeless: Covenant House, Positive Tomorrows and StandUp For Kids.

Dealers said they left a meeting last fall in Las Vegas loving the new vehicles they saw, but not so much the early outlines of the pay program designed to elevate the brand's distribution network. A positive outcome to the latest dealer drama at Hyundai and Genesis is crucial as they seek to move from challenger brands in the U.S. to top-tier competitors.

Curious about what the first CUV from Genesis will look like undisguised? Hyundai’s luxury brand has finally provided some answers.

Genesis marked a new milestone with the global unveiling of its first crossover, the GV80, a crucial model that could reel in customers interested in the upstart Korean brand's value and quality proposition but turned off by its all-sedan lineup.

The spot for the 2020 Sonata will feature actors Rachel Dratch, Chris Evans and John Krasinski, plus Red Sox legend David Ortiz.

Nearly three years after Donald Trump took office, Mexican auto production, exports and new-vehicle sales are all falling, and the sector has abandoned its goal of producing 5 million cars and light trucks annually by the end of 2020. But don't blame the U.S. president for the decline.

Not only are Hyundai, Kia and Genesis growing U.S. sales in a down market this year, but the Hyundai Motor Group is investing billions of dollars in new technologies globally that could allow it to leapfrog traditional competitors.

Honda wants to create a vibrant, enthusiastic atmosphere for visitors to its auto show stands. Not so much for auto writers but for the real audience: future car buyers.