While the recent success of the Genesis and Genesis Coupe in a tough economic climate is undeniably boosting Hyundai's brand credibility, it is perhaps the new Equus sedan that stands to benefit most from this recent upturn in the company's fortunes. The flagship luxury sedan has been designed to reclaim well-heeled 40-to-50 year old Korean male consumers who prefer conservative styling, most of whom purchase cars from European luxury brands.

As with many contemporary vehicles, the automotive styling basics - proportion, profile and stance - of the third-generation Equus are greatly improved. Measuring 5160mm in length and less than 1500mm high, it is much lower to the ground and has a sportier aesthetic than its classic three-box predecessor. Designers have also pulled the windshield forwards by a staggering 30mm to create cab-forward profile - a big gamble which has paid off, helping to create a sportier stance. The side is defined by Hyundai's version of the ‘sweep spear' bodyside character line seen on the Buick Invicta, though it appears slightly stiffer visually.

Despite these positive aspects of the design, the body volume and surfacing lack refinement. The negative shoulder - introduced to visually sharpen the design - has ended up taking too much shoulder width, subsequently flattening the body volume and making the car look slightly frail when seen from the front. The deep scoring around the hood shutlines looks unnecessary too.

The interior, developed with a ‘horizontal layout with spacious interior' theme, features a well laid-out design that neither offends nor attracts. The metallic tone defining the middle section of the interior has been supported well with real wood, which covers the width of the crash pad.

With exports of the US$75,000 Equus being considered for China and the Middle East, and the next-generation Sonata and Tucson due out in the latter half of 2009, this could well be the year when Hyundai comes of age.

Ssangyong Motors, former subsidiary of Shanghai Automotive, has had a nightmarish beginning to 2009, with plummeting sales, bankruptcy, the SAIC Group's waiver, and even an accusation of industrial espionage surfacing within the last three months. Through all that though, the company has progressed with the development of its ambitious C200 - a car that has moved a lot closer to production since it was first shown at the Paris Motor Show last year.

Best known for its wide SUV/CUV range, Ssangyong has created its first ever monocoque crossover in the form of the C200. Created to rival the Hyundai Tucson, Honda CR-V and Kia Sportage in Korea's domestic market when it arrives later this year, the C200 was designed by ItalDesign/Giugiaro in Italy and displayed in ‘ECO' and ‘AERO' guises at the show.

First impressions of C200's design were defined as ‘safe' by many of the designers we spoke to. Unlike the brand's Kyron and Actyon siblings, the C200 is much more refined and restrained in terms of its design. It displays solid proportions and balance, with the overall form resembling that of a fire hydrant on wheels. Feature lines have been kept to a bare minimum, with only a slight kick around the rear wheelarches deviating from the tried-and-tested.

The C200's front end shares many design cues with that of its big brother, the Chairman W, which in turn was influenced by the previous-generation Audi A4. The graphic boundaries of the fog lamps resemble blossoming leaves, an interesting feature which is both different and entirely production-feasible.

On the interior, it looked as if the designers lacked a clear vision of which direction to take. The overall surface structure of the design is classic SUV, with a dash that drops down almost vertically creating a tough, no-frills look, but this is contrasted by soft-looking details such as the steering wheel and switchgear. Ssangyong desperately needs a halo model right now to help lift it out of crisis mode, but we're not sure that the C200 is the car for the job.

Renault Samsung's design center, which is located in Gihung (just outside Seoul), has been responsible for a number of significant works, most notably the production version of the Koleos SUV launched in 2008. But the SM3 that debuted in Seoul must rank as its most significant to date.

Standing tall above the center turntable and facing away from the assembled crowd, the SM3 made quite an impact when it was unveiled. The RSM PR people and designers would neither deny nor confirm their intentions, but it was immediately clear that this car was styled for a much broader market than Korea.

Claimed to be the longest vehicle in its class, at 4620mm in length, the SM3 is a good-looking car with a nice, solid profile. The roofline, with its deck point pushed back and up, gives the vehicle a sporty image while maintaining the definitive sedan look that many Asian markets prefer. The bodyside characterline begins at the front headlamps, makes a simple wave and then hits the low point just below the base of the A-Pillar, wrapping around the whole body without a break to generate a simple yet refined look. Like the side, the graphic boundaries of both the front and rear lamps are generic; the rears in particular remind us of the Ford Mondeo's.

Realizing that sedan variants of hatchback designs that are popular in Europe seldom find favor in Asian markets, Renault Samsung has come up with a highly convincing contender that could entice customers away from more established brands like VW and Ford.