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But with nearly 900,000 more Sonata owners on the road since the outgoing model's debut, and a chance to build a broader, more sustainable following, "We have to be more careful," Zuchowski said.

But Hyundai says the car's suspension and steering have been redesigned for better ride and handling. The interior also is new, with greater use of soft-touch materials and more countermeasures against road noise. Also, high-tech features and advanced safety equipment -- plus a starting price that Zuchowski says won't stray far from the outgoing model's sticker of just over $22,000, with shipping -- will help the Sonata retain the value image that has been a key purchase reason for the sedan, Hyundai says.

With 6.6 million Camrys on the road, Toyota understands well the delicate balance Hyundai is seeking. The Camry's large, loyal following has allowed it -- compelled it -- to stick with safe, modest designs and driving characteristics, generation after generation.

But when the current generation was launched in late 2011, mostly to yawns from auto critics, the sportier SE model became the best- selling trim package. Toyota took the hint.

Every piece of sheet metal except the roof has been changed, as have more than 2,000 part numbers. For some automakers, that constitutes a redesign.

Both products will land in a mid-sized market that has been roiled by intense competition, not only within the segment but also from fast-growing crossovers. At 2.6 million units in 2013, sales in the segment grew just 1 percent from the previous year,

No one feels this more than Toyota, which is fighting to continue the Camry's 12-year streak as America's best-selling car against a strong challenge from the Nissan Altima. Toyota has spent more on Camry incentives, yet had a lower mean transaction price, than its top four competitors -- the Altima, Honda Accord, Ford Fusion and the Sonata -- every month since November 2012, according to TrueCar.

Carter hopes the investment in the new-look Camry will allow Toyota to dial back on incentive spending. "One way to lower incentives is to increase demand, and that's what this car is about," Carter said. But if competitors should raise their incentives, Toyota won't sit still. Said Carter: "This is a competitive market. And we're going to compete."

For its seventh generation, Hyundai says the Sonata has “evolved into a more refined premium vehicle” that “provides a luxury feel of a car from the segment above.”

The Sonata became Hyundai’s top-selling car, with sales topping 200,000 units in 2011, 2012 and 2013. But sales have slowed since fresher competing models such as the Honda Accord, Ford Fusion, Nissan Altima and Toyota Camry hit the market, with sales dipping by 12 percent last year and off another 28 percent through the first two months of 2014.

Mid-sized luxury sedans from Mercedes, BMW and Audi still have the edge, but the 2015 Genesis takes a big whack at their advantage.

The market for automotive chips is projected to grow 6.1 percent to $27.9 billion this year, according to IHS Corp. Within that business, sales of chips for automated driver-assistance systems, or ADAS, will increase an average of 13 percent a year through 2020, making it the fastest-growing area.

Intel, Qualcomm and NVIDIA, which make some of the fastest processors available. All three say they’ve got products in the market or coming that meet the most stringent automotive requirements.

NVIDIA said its processors are now powerful enough that they can be partitioned -- devoting part to functions that must work no matter what, and others to information and entertainment, where hiccups are less dangerous.

Qualcomm

has won the majority of orders to add the latest wireless modems into cars, and expects that by 2017 as many as 60 percent of cars will have cellular connections.

It all comes from the cloud,” Singh said. “Otherwise you have to put terabytes of data into the car’s trunk.”

Top-of-the line Audi models use more than 6,000 semiconductors.

“Make no mistake -- my objective is to drive this into volume, not just luxury German vehicles,” said Elliot Garbus, Intel’s vice president of automotive. “We need to drive it into entry-level vehicles.”

Intel is aiming to win more orders by offering carmakers whole systems -- software and computers built on its chips -- that it says can cut the time and cost it takes to build features into cars. New functions such as tracking eye movement to monitor a driver’s attention will require faster processing, he said.

Qualcomm

is working on chipsets that provide multiple functions for cars, including cellular connections, and expects that to be the basis for an expansion of its revenue in the industry

The FCV will go on sale in Japan first, in April 2015, for the equivalent of about $70,000, with US and European launches planned for the summer.

the FCV would only go on sale in areas like California and Germany, where adequate hydrogen refueling stations and delivery infrastructure existed

cruising range of 700km (about 435 miles

compressed hydrogen’s higher energy density and its ease of storage and transport

The vehicle refuels in just three minutes and only emits water vapor.

Ford engineers saw room to improve the efficacy of knee-level airbags

"This skips a whole generation of S class -- it went into the future. It is 70 percent autonomous driving."

Available first on the S-class sedan as a $2,800 option, Intelligent Drive also is offered on the re-engineered 2014 E-class lineup. Much of the technology will trickle down to the redesigned 2015 C-class sedan that goes on sale in the fall. Some features are even available on the smaller B-class Electric Drive that went on sale last month.

The take rate on Intelligent Drive for the S-class sedan is 50 percent. It falls to 15 percent for the E class.

For Mercedes, having this edge is a competitive weapon in the luxury segment, where quality, gadgets and horsepower are no longer significant differentiators.

Hyundai with its new Genesis is the closest but the competition is probably three years behind

The U.S. version is expected to be sourced from Mazda’s new plant in Salamanca, Mexico, which opened earlier this year and makes the Mazda3.

Supplemental volume for the U.S. market may also come from Japan, but Mazda has not detailed sourcing plans yet. Currently all Mazda2s are imported from Japan.

U.S. sales of the outgoing Mazda2 surged 42 percent to 7,957 vehicles in the first six months of the year, from 5,594 the year before, as the carmaker cleared out inventories.

But last year, sales of the aging nameplate, which is getting its first full redesign in seven years, slumped 39 percent to 11,757.

That ranked it near the bottom of the subcompact segment, way below such rivals as the Chevrolet Sonic, the Ford Fiesta, the Honda Fit, the Kia Soul, the Nissan Versa, the Hyundai Accent and the Toyota Yaris.

The next Mazda2 will also provide the basis for a new subcompact sedan from Toyota Motor Corp. That car will be made in Salamanca, where Mazda has allocated about 50,000 vehicles for Toyota from its full annual capacity of 230,000 units. While that car will get Skyactiv underpinnings, including a Skyactiv engine, it will have a Toyota-designed body. Output for Toyota is expected to begin after April 1, 2015, but before March 31, 2016.