There have been several releases so far for the SEMA Show starting this week, but this particular tuning project caught my eye and is based on the Hyundai Equus. This DUB Edition Hyundai looks like a luxury car that could be worth hundreds of thousands, however under all the customizations it is still an affordable Hyundai Equus. It sports a stunning exterior, interior, and even audio modifications from the well-known and exclusive DUB Magazine. The president and co-founder, Myles Kovacs said, “We know that SEMA show-goers look forward to seeing the cool new cars like Equus and the unique ways we customize them. With this car we tried to give tuners an idea of what modifications can be done within the luxury segment.”

In what is surely a sign of the times, Hyundai will be represented by a slew of customized cars at the 2010 SEMA Show, which runs from November 2 to 5. For the creation of this nicely done example of the 2011 Sonata Turbo, Hyundai teamed up with RIDES and 0-60 magazines. According to the South Korean automaker, the customized Sonata Turbo’s styling was inspired by Ferrari, Mercedes and Porsche models.

Hyundai’s successful Genesis Coupe is entering the 2011 model year in the U.S. with some minor interior refinements, but most importantly, a new hotter model called the “3.8 R-Spec”.

Previously available only in conjunction with the 210HP 2.0-liter turbocharged four-cylinder engine, the R-Spec trim level can now be ordered with the 3.8-liter V6 engine that delivers 306-horsepower and 266 lb.-ft. of torque on regular unleaded, hooked up exclusively to a six-speed manual gearbox.

The R-Spec treatment does away with some non-essential comfort features such as automatic headlights, cruise control and certain trim bits adding a track-tuned, stiffer suspension, 19-inch alloys shod in Bridgestone Potenza tires, limited slip differential and Brembo brakes with 13.4-inch front discs and 13.0-inch rear discs. Sportier seats and special badging are also part of the package.

Hyundai’s big reveal for the New York Auto Show was the all-new 2011 Sonata Hybrid that will compete head-on with the likes of the Toyota Camry Hybrid and Ford Fusion Hybrid when it arrives in U.S. showrooms later this year.

The much anticipated and talked about 2011 Hyundai Sonata made its North American premiere at the Los Angeles Auto Show. The all-new mid-size sedan (although EPA classifies it as a large sedan) represents a dramatic departure from the previous generation Sonata models both in terms of design and technology.

Either a Hyundai executive in Dubai received an early example of the Korean firm’s all-new flagship limo that was revealed in Korea in mid-February, or the company plans to include the United Arab Emirates among the countries that will receive the new Equus sedan as these pictures from the folks over at “Gulf4Cars” suggest. According to an earlier statement from the company, there are no plans to export the Equus, which is heavily based on the rear-wheel drive Genesis sedan, to North American or European markets.