With an eye on retaining its home-market lead in South Korea, Hyundai used the Busan Motor Show to unveil a new luxury sedan – the AG – in addition to a facelift of its Azera / Grandeur model and a new concept based on the Velostar coupe. The AG slots between the Grandeur and Genesis models, and is designated to fight growing competition from imported premium brands like Audi and BMW in its local market. It is designed to "reinforce the premium image" for Hyundai at home.

The Grandeur, which is marketed in the US as the Azera, gains a redesigned front fascia and LED fog lights, in addition to a new rear design and upgraded interior. The car will also gain a new diesel engine and improvements to its standard 2.4-liter engine. The Velostar Midship concept is a race car based on the company's Velostar coupe, and powered by a 2.0-liter turbocharged 300-horsepower engine. The rear-mounted engine powers the rear wheels, but is currently not slated for production. However, the company says that elements of its design and performance will be integrated in the next-generation Velostar.