The Korean firm is clearly hell-bent on sending a message to potential customers that Hyundai doesn't simply stand for great value.
Recently revealed at the Seoul motor show, the HND-9 concept gives us a glimpse at how a forthcoming stylish Hyundai coupe could look should it make its way to the UK.
The concept features a 3.3-litre turbocharged V6 that delivers its 365bhp to the rear wheels. The elongated bonnet and muscular stance reflect the lines of the HCD-14 concept, another exotic design exercise that was revealed at this year's Detroit motor show.
HND-9 is far removed from the conservative hatchbacks and family-orientated SUVs the Korean firm currently offers to UK customers, but Hyundai buyers in the United States can already purchase the sleek Genesis Coupe.
Hyundai Motor UK's president and CEO, Tony Whitehorn, has previously mentioned the Genesis could be sold here. "Never say never, but we'll have to make sure the time is right; we need to build up the brand first", he told Auto Express.
Concepts like this inevitably face some dumbing down during the production process but that's not to say customers can't look forward to a seductive coupe hitting their local Hyundai showroom in the next few years.