Are they embarrassed by their name, or mortified with their crummy super bowl commercial? It appears that Hyundai will totally forgo placing their flying H logo on the grille of their Genesis sedan.

Hyundai made the announcement at the Chicago Auto Show today.

Risky business in my mind. This looks like a winner for Hyundai. Why not help build the brand image with the logo, instead of trying to hide the name.

This could be the first of a series of biblical cars for Hyundai. After Genesis might come the hybrid Deuteronomy.