Hyundai Lights Up Vegas

The SEMA Show in Las Vegas, a major gathering of automotive equipment manufacturers, is never short of surprises. This time, Hyundai is the one to have some fun.

What if Hyundai managed to rekindle our appreciation for eccentric modifications? With the risk of drawing the ire of Gas Monkey Garage enthusiasts once again, the Testarossa imagined by Richard Rawlings might have made us turn our eyes away from this SEMA 2023 for good. One retina burn per year is enough!

Hyundai is a regular at the SEMA Show, and for this year’s edition, the Korean automaker has prepared a special version of its new Kona SUV. Introducing the Kona Jayde 2024 concept.

The first thing that grabs attention, of course, is the customized turquoise paint job that Hyundai describes as “blue egg of the robin.” It’s not particularly discreet, but it’s so much better than the hospital green that customers usually opt for. The contrast is emphasized by dark fenders and side skirts, reminiscent of what was seen on the first-generation Kona. Since we’re in Las Vegas, a few aerodynamic add-ons are a must — including a front splitter, side skirts, and a small rear wing. The ensemble is rounded out with 20-inch alloy wheels fitted with high-performance Michelin Pilot Sport 4S 235/40ZR20 tires, resulting in a fresh and stylish package! Oh, this isn’t something Gas Monkey Garage would do!!! We’ll stop here, but remember: love and discipline go hand in hand.

However, we’re less enthusiastic about the Thule Pulse Alpine roof box that looks a bit like a last-minute addition… It complements a Thule Epos bike rack at the back transporting a Vintage Electric Bikes electric bike, which matches the overall theme perfectly.

Finally, a pair of Recaro Sportster CS seats with checkered patterns add a touch of flair to the interior. Who would even envy this over a Volkswagen Golf GTI!