And so now, in celebration of 25 years of selling cars in Canada, the Korean automaker is offering the most affordable Accent ever to consumers elsewhere in Canada.

In addition, Hyundai has already slashed the cash purchase prices on three other popular 2008 models:

Savings of $5,150 on the Sonata, now starting at $18,995;
Savings of $3,000 on the Tiburon, now starting at $15,995;
Savings of $4,200 on the Tucson L, now starting at $16,995.

The anniversary-priced Accent is making such an impact that Hyundai has arranged with the Ulsan plant to build more units for Canada. When factoring in the numerous awards won by Hyundai vehicles recently, there’s reason to believe that the company will enjoy a remarkable growth over the upcoming years.

The car’s interior delivers nearly 44 inches of legroom up front and more than 38 inches of legroom for rear-seat passengers. Ny maximizing interior volume, the car offers more space than the Mercedes-Benz E-Class or BMW 7-Series.

The Azera GLS is equipped with a 3.3-liter V6 engine that produces 234 horsepower and 226 pound-feet of torque. As the first member of Hyundai’s “Lambda” engine family, this engine has all-aluminum construction, dual overhead camshafts, four valves per cylinder and Continuously Variable Valve Timing (CVVT) for a broad power band. It also features a Variable Intake System (VIS) that further broadens its power curve to improve off-the-line acceleration and passing performance. New EPA fuel economy estimates for the Azera GLS are 18 mpg city / 26 mpg highway.

The Azera Limited delivers more performance due to its 3.8-liter DOHC V6 engine, which delivers 263 horsepower and 257 pound-feet of torque. To maximize the power band, this engine also utilizes CVVT and a VIS to help cylinders breathe efficiently at both low and high rpms. New EPA mileage figures for the Azera Limited are 17 mpg city / 26 mpg highway.

Both V6 engines are matched with Hyundai’s five-speed automatic transmission with Shiftronic manual control.

Safety features include eight standard airbags, active front head restraints to help prevent whiplash, a child seat Lower Anchors, Tethers for Children (LATCH) system and three-point seatbelts for all positions, Electronic Stability Control (ESC), a Traction Control System (TCS), and Electronic Brake-force Distribution (EBD), which optimizes brake performance even with differing vehicle loading.

Standard interior features include dual front automatic climate controls, electrochromic auto-dimming mirror with HomeLink, power seats for driver and front passenger, as well as woodgrain and metalgrain interior accents. The Azera interior is also now available in beige or gray premium cloth (GLS only) and beige, gray and black leather (standard on Limited and optional on GLS).

An AM/FM/XM Satellite Radio/CD/MP3 audio system that includes a four-channel, 172-watt internal amplifier and six speakers comes standard in the Azera GLS. An available Infinity audio system includes a 7-channel, 315-watt amplifier with an in-dash six-disc CD changer and 10 speakers (standard in Limited trim levels).

The Azera with “Premium Package” adds leather seating surfaces, heated front seats and a power sunroof to an already loaded standard equipment package.

The “Navigation Package” includes the LG navigation system and premium 605-watt Infinity Logic 7 surround sound audio system. The six-disc CD changer is replaced by the navigation system.

The “Ultimate Package” delivers a 605-watt Infinity Logic 7 Surround Sound AM/FM/XM Satellite Radio/CD-changer/MP3 audio system with 12 speakers (including subwoofer) and external amplifier. It also offers a power tilt and slide sunroof, power adjustable tilt and telescopic steering wheel, power adjustable pedals, integrated memory system (power driver seat, exterior mirrors, and power tilt and telescopic steering wheel), woodgrain steering wheel and door pulls, and rain-sensing wipers.

Think of how Chrysler got a lot of help from Mercedes-Benz to do it. And think of the Chrysler 300 and 300C, as well as Pontiac G8, Toyota Avalon, and Nissan Maxima, as the Genesis’s primary competition.

“We’re not going to sell to the BMW buyer,” one insider admits. Except maybe to real estate investors who are looking to trade in BMWs for off-lease Elantras. The Lexus GS and Infiniti M served as dynamic benchmarks, although the car has the roominess of a BMW 7 Series or Mercedes S-Class, a “$100,000 car for $30,000.”

Standard engine is the 242-horsepower, 3.3-liter. Next step up is the 3.8-liter, tweaked to nearly 300 horsepower. Hyundai’s first V-8 in the U.S. will be the new Tau 4.6-liter V-8 option in this car, making close to 375 horses, probably with a similar torque number. The V-6s will come with a standard five-speed automatic, but the Tau gets a new ZF six-speed automatic with Shiftronic manual control.

Befitting any new Hyundai or Kia, the Genesis will come with a heavy list of standard features- including eight airbags with active restraints and electronic stability control-normally found on much more expensive cars.

The V-8 model’s standard features will upgrade to include 20-inch wheels, advanced adaptive cruise control, heated and cooled seats, HID headlamps with adaptive leveling, proximity sensor, navigation system with backup camera, Bluetooth connectivity, USB auxiliary input jack for iPod, and a 600-watt Infinity Discrete Surround Audio system with high-definition FM and XM satellite receiver and 30-gig hard drive. The Genesis will have its own version of iDrive, placed behind the gearshift, which Hyundai describes as a “user-friendly multimedia system,” accompanied by five or six real buttons for radio control.

If you’ve envied this kind of leading-edge technology in your boss’s BMW or Mercedes, envy no longer. If you envy this car’s performance, Hyundai’s claim of a 0-60-mph time of well under six seconds indicates the Genesis V-8 will have the guts to keep up with such boardroom luxury sedans.

As for ride, handling, refinement, we’ll have to reserve judgment on how Hyundai’s engineers have tuned the multilink front (with 26mm anti-roll bar) and rear (18mm anti-roll bar) suspension until we drive one. Hyundais haven’t been known for their sporty character thus far, save for the fun-to-drive, if crude FWD Tiburon coupe, which is no Mustang GT-killer, even if that’s what the Genesis sister-coupe (see sidebar) intends to be. Fact is, Hyundai doesn’t have the same kind of ingrained enthusiast engineering and design as Honda or Mitsubishi, let alone the German and American makes. We’re not about to underestimate the company’s ability to pull off the “sport” part of sport sedan. The big question should be whether the Genesis’s sportiness will feel real or artificial and imitative. The answer is the difference between the kind of car you’d recommend to your friends and neighbors and one you’d buy for yourself.

The exterior tuneup is minimal; headlights, grille, fascias, wheels, colors, bing-bang-boom. It’s inside that voluminous cabin where you’ll see a whole new world. The instrument panel, door trim, seats, lighting, center stack, audio systems, HVAC controls, and interior colors are all redone. The look and feel of these components are so much better and more harmonious. Switchgear is more logically located that you can, for the first time, get a nav system. At $1250, it’s priced right, but unfortunately only available on the topline Limited.

There’s more power underhood. The four-cylinder version goes from 162 horsepower to 175 (green states get a PZEV rated I-4 still good for 168). That’ll play just fine with Camry (158), Accord (177), and Malibu (164). Variable valve timing now on both intake and exhaust sides of the combustion process likely accounts for the bump. Yet EPA improves from 21/30 to 22/32 (with automatic trans). Four-bangers make up about 70 percent of Sonata sales volumes, and given ever increasing fuel price levels, that equation may tip further. A five-speed manual transmission is still offered, while the automatic goes from four to five ratios.

The Sonata’s V-6 gets more power, too, but at 3.3 liters, is still displacement-challenged against the category. Most players pack 3.5-3.6 liters of engine, good for 250-270 horses. At 249, the Hyundai can come to the party, but not lead it. But this engine loves to rev, and EPA also improves, if only by a hair, from 19/28 to 19/29.

The underpinnings are retuned for better ride and improved handling, the latter especially in the SE model. Hyundai has also put effort into quelling noise levels, an issue, as noted, with the previous car. As before, there are six standard airbags, four-wheel disc brakes with ABS, and — this is a big one — standard electronic stability and traction control. Camry and Altima charge you extra for these safety systems.

What a difference a little midlife-cycle product update can bring. The new interior makes the Sonata so much more inviting. Improvements in ride are noticeable, and along with those a substantial lowering of noise levels, particularly the white noise and engine sounds that used to creep in from the center stack/IP area.

We sampled I-4 and V-6 models, and the performance improvements are for real. The four feels particularly zippy, something you couldn’t say about the old one. More power and more closely spaced gear ratios do the job well here, although the rpm drop-off between first and second gears seems a bit high. The V-6 has a velvety feel and, though not as sweet-sounding as the Honda’s, has plenty of pull and good response. While we’ve yet to run acceleration, braking, and handling tests, we have no reason to believe they won’t eclipse the prior Sonata’s performance.

Value is huge in this high-volume sedan segment, and Hyundai continues to deliver a strong message here. Depending on model and equipment, and with which competitor it’s being compared, the Sonata offers a bit more for a bit less. Resale value percentages aren’t yet in Camry/Accord territory, but the buy-in is easier, and don’t forget that all-important 10-year/100,000-mile warranty. All Sonatas are assembled in the U.S.

A lower price used to be the main reason to buy a Hyundai, but now it’s just one of several. This round of updates and improvements is substantial and well placed and make the Sonata class-competitive against the usual suspects. If you’re shopping Malibu, Camry, Accord, and the others, put this one on your Wish List, too. And this time, we mean that in a positive way. Stay tuned for a full road test.

“What kind of car is that?”

It’s a question you get asked a lot as an automotive journalist, but not a question you get asked a lot about Hyundais.

Even now, people generally associate Hyundai with small cars – and the sporty Tiburon. They may be familiar with the shape of the Sonata, but despite having been on sale for more than a year, the Azera’s pedigree still comes as a bit of a surprise.

For one thing, it’s big – as big as a Buick Lucerne or a Toyota Avalon and indeed as long as some large high-end luxury cars. For another thing, the Azera looks expensive, far more expensive than its sub-$40,000 asking price.

Its shape is long, flowing and elegant – to my eyes, more attractive than either of its closest competitors, the Toyota Avalon ($41,135 to start) or Buick Lucerne ($31,145 for the 197-hp V6; $36,840 for the V8).

The Azera’s detailing is nice, too: the multi-spoke alloy wheels are fantastic and there’s just the right amount of jewellery on the body – a hint of chrome around the grille and side trim and an elegantly integrated set of lights at the back. Heck, even the Azera lettering looks expensive.

You’ll notice that, like all Hyundais, the Azera is competitively priced. But it is no longer the cheapest car in its segment, and its list of standard features is longer than either that of the Avalon or Lucerne, which with options can come in well above what you’d pay for an Azera.

Max out an Avalon and you’re looking at more than $47,000; move up to the loaded Lucerne CXS (which is just a bit more powerful than the Hyundai despite two extra cylinders) and you’re looking at $43,000-plus.

My Azera tester, with no options available, was $37,495. The one I drove was actually a 2006 Premium model; the 2007 version arrives in March and with it will come a number of enhancements as well as a simplified model lineup.

Gone is the base model with its cloth seats. “Everyone wanted the leather,” says Hyundai Canada rep Thomas McPherson.

The lineup will now consist of two models, a fully-loaded GLS and an even more loaded Limited edition. All models will have leather and XM satellite radio as standard equipment, while the Limited model adds a wood-grain steering wheel, memory seats, extra chrome trim and side-view mirrors with turn-signal repeaters.

Whichever Azera you choose, you’ll be getting an interior packed with goodies. The Infinity sound system with six-disc CD changer in the Premium (Limited for 2007) has terrific sound quality. The virtual sound stage sounds as big as a concert hall. Power assists are standard for everything from the windows to the mirrors to the moonroof and even the rear sun shade. The quality of materials used throughout is first-rate, with thick, supple leather on the seats and doors. The plastics are as good as anything Toyota is using these days.

Luxury amenities are becoming increasingly common these days, even on entry-level cars, and Hyundai has led the charge. But the luxury of space is becoming less common.

Sure, there are a lot of tall, well-packaged cars on the market, but few are as big or as downright spacious as the Azera. It is truly a full-sized sedan, with more interior room than a long-wheelbase 7-series BMW and a trunk big enough to hold more golf bags than you’ll ever need to hold. Indeed, such is the rear-seat and trunk space that more than once, I found myself ferrying an acquaintance into town from the airport thinking that the big Hyundai would make a terrific airport limo.

Of course, the Azera’s ride reinforces the limo-like ambience. On the highway, it floats over bumps big and small. Its fat tires and soft suspension make it one of the smoothest-riding cars I’ve driven in a long time. On potholed urban streets and country roads, it can be a bit busy as the car will sometimes hit a bump while still reacting to another. Slightly tighter damping of the ride motions would go a long way to making the Azera more confident in town.

Given its dimensions and heavily front-biased weight distribution, the Azera is far from being sporty, but that’s not to say it isn’t capable. While you get barely any information from the steering about what’s going on at the contact patches, the Azera can generate a lot of cornering grip and can handle highway ramps a lot faster than you’d guess.

Similarly, the brake pedal is soft but actual braking power is quite excellent. Along with ABS, the Azera also comes with an effective stability-control system that helps keep it pointed in the right direction when the conditions get really slippery.

This is also a fast car. While the big Hyundai is pretty much silent no matter how hard you’re on the gas, the 3.8-litre V6 produces 263 horsepower, enough to smoke the front tires coming away from stoplights if you’re overly aggressive, and enough to deliver sufficient passing punch on the highway no matter what the situation.

Good thing, too, because the five-speed automatic (it has a shift-it-yourself gate to the left of D), while smooth, is not the most alert when it comes to downshifts. Getting it to kick down into a lower gear sometimes requires a deliberately harsh stab at the throttle, hardly decorous behaviour for a big luxury sedan.

Given the number of Azeras I see on the road these days, it looks as if buyers are having no trouble thinking of Hyundai as a maker of luxury sedans, as well as high-value vehicles such as the Accent and Elantra.

Later this year, we’ll see the introduction of the company’s Veracruz crossover, a large three-row vehicle packed with amenities such as navigation and rear-seat DVD system. It’ll take Hyundai well past the $40,000 price mark and into territory it has never charted before.

The company is confident that the Veracruz will be a success, reasoning that people who entered the market in the 1990s, when Hyundai really upped its quality and performance, are now ready for something bigger and more upscale.

Thanks to these buyers’ largely positive experiences – Hyundai has done very well in the past few J.D. Power surveys – these owners aren’t at all reluctant to sink big money into another one of the company’s cars.

Hyundai feels it can compete in areas besides value – that people will buy its cars because they’re great cars and not just because they’re a great deal.

You know what? They’re right.

This is the third time in the last year I’ve been surprised by a new Hyundai vehicle. The 2006 Hyundai Sonata was a big surprise in the mid-size class, the 2006 Accent was a very pleasant surprise in the subcompact segment, and in the luxury class, the new 2006 Hyundai Azera is a big surprise with whipped cream and chocolate sprinkles on top.

If that sounds like a fanciful press release from Hyundai: my apologies. Since my day-long test-drive across the scenic, twisty roads of Vancouver Island, I’ve been trying without success to think of something really negative to say about the Azera. 
I do have some minor criticisms, but let me warn you ahead of time, the Azera is an exceptional car for the money. “Base” models start at $34,495 and uplevel Azera’s are priced at $37,495.

Developed on a new front-wheel-drive large-car platform, the Azera is 20 mm longer, 25 mm wider and 70 mm higher than the XG350, and has a wheelbase that’s been extended 30 mm. Hyundai claims the Azera’s combined interior and trunk space is roomier than the recently-redesigned Toyota Avalon, and indeed there is plenty of front and rear legroom and headroom for five adults in this very attractive cabin. However, it is here that you’ll find one of my few criticisms: the height-adjustable driver’s seat is positioned too high for six-foot plus drivers, even at its lowest position.

Unlike the Toyota Avalon’s cabin with its multiple folding metal-look panels and the Nissan Maxima’s sport-oriented cabin, the Azera’s cabin exudes tasteful luxury. Base models have cloth seats, but for three grand more, you can have attractive leather seats, a 6-disc CD player, power rear sunshade, and other luxury features.

Behind the leather-wrapped steering wheel are twin round gauges with attractive metal rings, large numbers, and a warm green backlighting at night. A strip of walnut and aluminum trim runs around the dash and doors, and the wide centre console features a shiftgate and shifter with walnut and metal trim. The central radio and heater units are plainly marked and easy to reach without stretching from the driver’s seat. The front seats are wide, comfortable and supportive and feature adjustable lumbar support.

Standard features on the $34,495 Azera include a tilt and telescoping steering wheel, cloth upholstery, 10-way power driver’s seat, 4-way power passenger seat, seat heaters, stereo with CD/MP3 player, steering wheel controls and six speakers, dual zone automatic temperature control, power windows with auto up/down and pinch protection, mirrors and door locks with a remote entry system; cruise control, trip computer, compass, power sunroof, 60/40 split folding seatbacks, and windshield de-icer. Also worth mentioning is a standard, full-size spare tire with alloy wheel.

Standard safety features include eight airbags: dual front, dual front side, dual rear side, and dual curtain airbags. And the Azera has standard active front seat head restraints, three height adjustable rear head restraints, five three point seatbelts, front pretensioners and load limiters, and rear LATCH anchors for child seats.

The $37,495 Azera Premium adds the leather upholstery, 6-disc in-dash CD changer with extra speakers, power adjustable gas and brake pedals, power rear sunshade, rain sensing wipers, and metal Azera scuff plates. The only thing missing is a navigation system, which is not offered.

While the XG350 came with a 182 horsepower 3.5 litre V6, the Azera comes with a 263 hp/255 ft-lb 3.8 litre all aluminum V6 with twin overhead cams, four valves per cylinder and continuously variable valve timing that uses regular unleaded gasoline. Combined with a standard five-speed automatic transmission with �Shiftronic’ manual mode, the Azera has a wonderfully smooth, quiet powertrain that doesn’t sweat when pressed, and delivers exceptional performance around town or on the freeway.

Independent acceleration tests conducted recently by the Automobile Journalists Association of Canada (AJAC) showed the Azera’s 0 to 100 km/h time as 7.3 seconds, the same as the 2006 Toyota Avalon.

On the freeway, I recorded an engine speed of just 1800 rpm at 100 km/h, and 2200 rpm at 120 km/h in fifth gear. Fuel consumption, according to official figures, is City: 12.8 L/100 (22 mpg) and Hwy: 8.1 L/100 km (35 mpg), not as good as a Toyota Avalon, but still reasonable for a big luxury car.

Braking distances from 100 km/h to 0, as recorded by AJAC testers, was just under 40 metres, slightly better than the Avalon. The Azera features standard four-wheel disc brakes with ABS and EBD (electronic brake force distribution), and brake pedal feel is very good.

Though the Azera’s fully independent suspension is tuned for a soft ride (front double wishbone/rear multi-link) and the car leans a bit in the corners, its 17-inch Michelin X all-season tires (235/55R-17) have plenty of grip, and the Azera comes standard with electronic stability control to enhance control in slippery conditions.

I found the Azera’s rpm-sensing power steering a bit light at higher speeds, particularly if engine revs are low while you’re cruising down the freeway. But keep in mind that the Azera is a luxury car first, and everything about it is designed for comfort and ease of use.

Driver visibility is very good, aided by a tall seating position, a third rear side window, and rear head restraints that sit down flush with the top of the rear seats.

Starting under $35,000, the Azera is thousands of dollars cheaper than the Avalon and Maxima, comparably equipped. My only reservation is that the Azera is likely to depreciate faster than its better-known competitors. But then, you paid less for it in the first place - and it’s a car with the kind of understated good looks and all-around comfort that will tempt you to keep it long enough that its resale value won’t matter any more.

Remember, blue is the new green. Anyway, the i20 blue features aero tweaks and low rolling-resistance tires in order to improve its efficiency, but it’s the Santa Fe hybrid that’s a bit more interesting. That new model features an electric motor that puts out 30kW of power along with a 2.4-liter four cylinder engine. Both powerplants feed their power through a six-speed automatic transmission with revised gear ratios optimized for fuel savings.

A 270V lithium-polymer battery pack sends the juice to the electric motor, and it all adds up to 38 mpg in the U.S. and carbon emissions of 148 g/km. We’ll be in Paris to see these things up close and personal, so stay tuned.

A new generation, a new name. The car formerly known as the Hyundai XG 350 has been re-badged as the Azera – with all the class-beating levels of performance and comfort that drivers have come to expect from the marque.

The clean, modern lines and sophisticated styling of the all-new Azera grab attention – from the elegant chrome accents and body-colour trim to the alloy wheels and dual chrome-tipped exhaust.

An unprecedented combination of premium standard features includes dual-zone automatic climate control, steering wheel mounted controls for the AM/FM/CD/MP3 stereo, and power multi-adjustable driver and passenger seat. Rain-sensing wipers and an electric rear sunshade are among other available refinements.

With a powerful engine (3.8L 263 hp aluminium V6), one of the largest interiors in its class and a full complement of standard safety technologies, the Azera truly has it all. See for yourself at PerformanceCars today.

“What kind of car is that?”

It’s a question you get asked a lot as an automotive journalist, but not a question you get asked a lot about Hyundais.

Even now, people generally associate Hyundai with small cars – and the sporty Tiburon. They may be familiar with the shape of the Sonata, but despite having been on sale for more than a year, the Azera’s pedigree still comes as a bit of a surprise.

For one thing, it’s big – as big as a Buick Lucerne or a Toyota Avalon and indeed as long as some large high-end luxury cars. For another thing, the Azera looks expensive, far more expensive than its sub-$40,000 asking price.

Its shape is long, flowing and elegant – to my eyes, more attractive than either of its closest competitors, the Toyota Avalon ($41,135 to start) or Buick Lucerne ($31,145 for the 197-hp V6; $36,840 for the V8).

The Azera’s detailing is nice, too: the multi-spoke alloy wheels are fantastic and there’s just the right amount of jewellery on the body – a hint of chrome around the grille and side trim and an elegantly integrated set of lights at the back. Heck, even the Azera lettering looks expensive.

You’ll notice that, like all Hyundais, the Azera is competitively priced. But it is no longer the cheapest car in its segment, and its list of standard features is longer than either that of the Avalon or Lucerne, which with options can come in well above what you’d pay for an Azera.

Max out an Avalon and you’re looking at more than $47,000; move up to the loaded Lucerne CXS (which is just a bit more powerful than the Hyundai despite two extra cylinders) and you’re looking at $43,000-plus.

My Azera tester, with no options available, was $37,495. The one I drove was actually a 2006 Premium model; the 2007 version arrives in March and with it will come a number of enhancements as well as a simplified model lineup.

Gone is the base model with its cloth seats. “Everyone wanted the leather,” says Hyundai Canada rep Thomas McPherson.

The lineup will now consist of two models, a fully-loaded GLS and an even more loaded Limited edition. All models will have leather and XM satellite radio as standard equipment, while the Limited model adds a wood-grain steering wheel, memory seats, extra chrome trim and side-view mirrors with turn-signal repeaters.

Whichever Azera you choose, you’ll be getting an interior packed with goodies. The Infinity sound system with six-disc CD changer in the Premium (Limited for 2007) has terrific sound quality. The virtual sound stage sounds as big as a concert hall. Power assists are standard for everything from the windows to the mirrors to the moonroof and even the rear sun shade. The quality of materials used throughout is first-rate, with thick, supple leather on the seats and doors. The plastics are as good as anything Toyota is using these days.

Luxury amenities are becoming increasingly common these days, even on entry-level cars, and Hyundai has led the charge. But the luxury of space is becoming less common.

Sure, there are a lot of tall, well-packaged cars on the market, but few are as big or as downright spacious as the Azera. It is truly a full-sized sedan, with more interior room than a long-wheelbase 7-series BMW and a trunk big enough to hold more golf bags than you’ll ever need to hold. Indeed, such is the rear-seat and trunk space that more than once, I found myself ferrying an acquaintance into town from the airport thinking that the big Hyundai would make a terrific airport limo.

Of course, the Azera’s ride reinforces the limo-like ambience. On the highway, it floats over bumps big and small. Its fat tires and soft suspension make it one of the smoothest-riding cars I’ve driven in a long time. On potholed urban streets and country roads, it can be a bit busy as the car will sometimes hit a bump while still reacting to another. Slightly tighter damping of the ride motions would go a long way to making the Azera more confident in town.

Given its dimensions and heavily front-biased weight distribution, the Azera is far from being sporty, but that’s not to say it isn’t capable. While you get barely any information from the steering about what’s going on at the contact patches, the Azera can generate a lot of cornering grip and can handle highway ramps a lot faster than you’d guess.

Similarly, the brake pedal is soft but actual braking power is quite excellent. Along with ABS, the Azera also comes with an effective stability-control system that helps keep it pointed in the right direction when the conditions get really slippery.

This is also a fast car. While the big Hyundai is pretty much silent no matter how hard you’re on the gas, the 3.8-litre V6 produces 263 horsepower, enough to smoke the front tires coming away from stoplights if you’re overly aggressive, and enough to deliver sufficient passing punch on the highway no matter what the situation.

Good thing, too, because the five-speed automatic (it has a shift-it-yourself gate to the left of D), while smooth, is not the most alert when it comes to downshifts. Getting it to kick down into a lower gear sometimes requires a deliberately harsh stab at the throttle, hardly decorous behaviour for a big luxury sedan.

Given the number of Azeras I see on the road these days, it looks as if buyers are having no trouble thinking of Hyundai as a maker of luxury sedans, as well as high-value vehicles such as the Accent and Elantra.

Later this year, we’ll see the introduction of the company’s Veracruz crossover, a large three-row vehicle packed with amenities such as navigation and rear-seat DVD system. It’ll take Hyundai well past the $40,000 price mark and into territory it has never charted before.

The company is confident that the Veracruz will be a success, reasoning that people who entered the market in the 1990s, when Hyundai really upped its quality and performance, are now ready for something bigger and more upscale.

Thanks to these buyers’ largely positive experiences – Hyundai has done very well in the past few J.D. Power surveys – these owners aren’t at all reluctant to sink big money into another one of the company’s cars.

Hyundai feels it can compete in areas besides value – that people will buy its cars because they’re great cars and not just because they’re a great deal.

You know what? They’re right.