The SEMA show is the Specialty Equipment Marketing Association's yearly bash celebrating all that's new and ostensibly cool in tuner and aftermarket culture. Hyundai has embraced the show with a bearhug again this year, adding a new Veloster "Velocity" concept to the mix in addition to its Cosworth-tuned Genesis Coupe.

In fact, this Velocity Veloster gets a taste of the Cosworth magic, as well, in its 1.6-liter turbo four-cylinder. Beefier rods and pistons, an upgraded turbo, more fuel, improved cooling, and better air flow--in and out--combine to yield an estimated 400 horsepower and 350 pound-feet of torque. Nice.

Other enhancements on the car are brought about through the joint efforts of Hyundai's own design and engineering arms from the Technical Center in Irvine, CA.

The list of mods includes:

  • 19x9-inch HRE P40 lightweight satin charcoal wheels
  • Body kit with brake ducts, diffuser, and rear wing
  • Racing motif exterior design
  • Bilstein dampers
  • Kumho high-performance summer tires
  • Sparco seat belts
  • Race-Keeper data acquisition
  • Katzkin suede interior
  • Custom "raven and scarlet" upholstery colors
  • Roll bar

The sum of these mods is a Veloster tuned for the track. As Chris Chapman, Hyundai's head of design at the Irvine design center, puts it, "In creating Velocity, we were inspired to take the Veloster’s original concept strengths to their fullest expression. Velocity gave our design and engineering team’s license to take Veloster far beyond everyday production car limitations."

The Velocity Veloster factory-tuner concept will make its debut at the 2012 SEMA show in Las Vegas, which starts October 30.