The Hyundai Genesis sedan is everything Hyundai trumpets. It's a big luxury sedan on par with the Lexus LS430 at the price of a BMW 3 Series. It's fun to drive, well-appointed inside, has plenty of safety features, and offers a V6 engine, in addition to a V8, for those who want their luxury cars to top 25 mpg on the highway. The iDrive-like controller is easy to use. The Genesis lacks only the breadth of options offered by Lexus, BMW, and Mercedes-Benz. And the cachet.

Hyundai Genesis slide show: Click Here

The Genesis sits atop the Korean automaker's expanding line, at 196 inches long and 3,748 pounds vs. 193 inches and 3,629 pounds for the Hyundai Azera. The Genesis V6 even gets better gas mileage than the Azera Limited. The size of the Genesis outside and in is about the same as a Lexus LS430, Mercedes-Benz S-Class, or BMW 7 Series. But those cars start at $63,725 (Lexus), $87,825 (Mercedes), and $77,625 (BMW). The most you can spend on a Genesis is $42,000.

Great features and technologies
Every Genesis comes standard with a good sound system, iPod/USB key adapter, Bluetooth, keyless entry, eight airbags, and an alphabet soup of driver aids: ESC (electronic stability control), TCS (traction control system), ABS (anti-lock braking system), EBD (electronic brake-force distribution) but no ACC, LDW, or BSD (see below).
You almost certainly will want the technology package ($4,000): navigation system, multimedia controller (like iDrive only easier), backup camera, front and rear sonar, 17-speaker Lexicon premium audio, XM satellite radio, HD radio, 40GB hard drive, steerable xenon headlamps, and an improved Bluetooth system. On the V8, it's the only option you can order. On the V6, as a prerequisite to the tech package you must order a $3,000 premium package with 18-inch wheels, sunroof, 14-speaker Lexicon stereo, sunroof, and extra leather in the cockpit. Half of that I could do without, particularly a $1,000 set of 18-inch alloys that turns the $2,000 premium package into a $3,000 premium-plus package.

By offering options only as bundles, Hyundai cuts down on the odds the dealer doesn't have a car with the options you want ... while increasing the odds you'll have to take some you don't want to pay for, such as the alloy wheels. The bigger the wheel, the more vulnerable you are to pothole damage.

Controller like iDrive (only this one works)
The navigation and infotainment system is sourced through the European electronics giant Harman, which has also supplied BMW. So you'd be a bit nervous about the cockpit multimedia controller on the console that looks a lot like BMW's iDrive. This one is pretty easy to use, in part because of the three fixed-function buttons on either side of the controller: Radio, Satellite Radio, Disc/Aux (including iPod) on the left; Map/Guide, Navi Menu; and Info/Phone on the right. You press those to get going, then turn and press the controller to fine-tune selections. (The same type of controller buttons are on the 2009 BMW 7 Series) Interestingly, Hyundai sidestepped the useful (and affordable) Hyundai-engineered navigation system now used on the Sonata in favor of the Harman system, which allows for multimedia integration.

Hyundai could do a better job showing more information on the display. In particular, when viewing the navigation map, you don't get audio information such as the current artist and track. Other automakers do it better, led by Infiniti.

Two parts of the cockpit are a tribute to Mercedes-Benz. The long, horizontal row of buttons against a satin-chrome background and the U-shaped trim line on the center stack, along with the circular audio and cruise-control rocker buttons on the steering wheel, are right out of the S-Class playbook. If you want to swipe from someone, it's best to borrow Audi's knurled volume wheel on the steering wheel.

If you don't buy the technology package, you get a smaller monochrome display in the center stack, but so much of what makes the Genesis a superior car lies within the tech package. Buy it.

The entertainment system was first-rate. It played music off iPods, USB memory keys, and MP3 CDs. A 30-GB hard drive rips and saves audio CDs as MP3s. The navigation data runs off a DVD; usually cars with hard drives put navigation data there also, allowing for more points of interest. Although the entertainment optical drive is DVD not CD on the technology package cars, there's no provision for rear seat entertainment. That's not a big downside since it's easy for a good audio shop to install one.

On the road
I drove both the V6 and V8 Genesis models. Even the V6 has adequate power although the fuel economy isn't much different from the V8: 18 vs. 17 mpg city, 27 vs. 25 mpg highway. Plus the V8 Genesis, the 4.6 (named after the 4.6-liter V8 engine) has more supple leather and a six-speed ZF automatic transmission instead of an Aisin six-speed. Some reviewers have found the Genesis ride to be soft and Lexus-like. I found the ride, especially on the V8, to a bit choppy on rough surfaces. Genesis says the suspension settings will be toned down. What likely happened here is that luxury cars built for the Korean home market are softly suspended and Hyundai apparently overestimated how firm we like our cars. Let's hope it doesn't rebound too far in the direction of Lexus springing (armchair comfy). Either way, the ride and handling is very good for a sedan this big and heavy.

I also rode around in the back seat and it's pure bliss. Legroom is excellent. There are air conditioning vents in the B-pillars that put plenty of air on your face. The rear sunshade (V8 or premium package V6) is great when the sun is at your back; too bad the Genesis lacks rear side sunshades.

Not to make fun of Hyundai, but the design is generic luxury-car. Which isn't all bad when you don't mind being mistaken for a brand costing more. Hyundai removed the stylized H logo from the front grille for a more dramatic statement even at the cost of near-instant recognition. You really can't tell at a glance if you're looking at Lexus (most any angle), a Mercedes (from the side), or a BMW (from the rear).

Room for improvement
The 2009 Genesis is a great first effort. I can also think of a half-dozen improvements that would help the Genesis. If it's going to be considered a match for the world's best, it needs to offer the next level of technology that provides more comfort and ease for the driver: active cruise control, lane departure warning, blind spot detection, and a head-up display. I would also have offered a sport package with stiffer suspension (which Genesis inadvertently has already) and paddle shifters.

The 8-inch LCD display mounted high in the center stack is a standard backlit TFT, the same as on a laptop, which means it washes out in sunlight or if you're wearing sunglasses. Transflective is the way to go, but so far only BMW has it, on two models, the 3 Series and next generation 7 Series. The Bluetooth built into the non-technology package models doesn't display information on LCD or driver information panel. And the multi-information display panel between the tachometer and speedometer could display more information: you can see odometer or trip odometer (pick one) and you don't get any navigation directions (turn arrow) or music information (artist, track).

The backup display on the LCD shows fixed path lanes directly behind the car with green-yellow-red distance markers but it doesn't show the turning path (where you car would go if you kept the wheel turned).

Much as I like the cockpit and the fit and finish, something about the feel of the materials and stitching wasn't quite as sensational as in an Audi, which is the world's current benchmark for cabin quality. The choice of glossy walnut trim (no alternatives offered) seems old-fashioned when a satin-finish bamboo or zebrawood would have been more forward-looking. At least most chrome accents are satin and don't reflect sunlight in your eyes.

Incredibly, the active-ventilated seat option is driver-only; whether the bean counters wanted to save a few bucks or the engineers didn't want to re-engineer the occupancy sensor (ventilated seats may need a strain-gauge sensor rather than an airflow-bocking pressure sensor mat), it's one of those little touches that sends the wrong message. Similarly, the rear sunshade isn't paired with rear side sunshades, which is what most competitors offer.

These days, luxury is also about social commitment. You know: A Hollywood star buys a Prius for an environmentally correct trip to the private jetport en route to Sun Valley. Along those lines, it's great Hyundai built an efficient, completely new V8 engine, and too bad Hyundai doesn't have something available in the way of a Genesis hybrid or, better, a low-emissions diesel Genesis. This will be a great long-distance touring car, and that's where diesels are more efficient than hybrids.

Hyunda Genesis = Phaeton II? Unlikely
Hyundai's attempt to take an economy-car nameplate upmarket has history against it. One parallel might be the Volkswagen Phaeton, which was more or less an Audi A8 heavily made over by Volkswagen on an executive-suite ego trip. In its best year, 2004, VW sold fewer than 1,500 Phaetons in the U.S. The Hyundai-vs.-VW comparison fails because the Phaeton sold at rarified prices, $65,000-$100,000, and had reliability problems. (They're great deals used if you know a good VW mechanic.) Others have looked but not leaped: Mazda in 1992 planned an upscale Amati brand, just a couple years after the Lexus-Infiniti launch, then backed off.

In comparison, the Genesis feels like a credible threat to succeed. Hyundai's goal is to sell 10,000 a year here. Hyundai says the competitive image set (what Hyundai wants you to compare Genesis against) is the Lexus GS, BMW 5 Series, Infiniti M, and Mercedes-Benz E-Class - one step down in size and price from the premium Lexus, BMW, and Mercedes models. The competitive shopping set (what buyers likely cross-shop) is more down to earth: Chrysler 300, Lexus ES, and Pontiac G8. In other words, no matter how good the car, when neighbors know how little you paid, they mentally downgrade the car. As do some buyers.

Should you buy?
If you're in the market for a big, roomy luxury sport sedan for four or five, the Hyundai Genesis should definitely be examined. The same goes if you're in the market for a midsize, mid-price vehicle: You'll get more room and comfort for about the same price.

It's easy to shop the Hyundai site, especially since the options list is short and the V6-vs.V8-model comparison is clear-cut. The only drawback is minor: Hyundai masks the $750 freight charge until the final build-your-own screen.

Were I shopping, I'd opt for the V6 model (Genesis 3.8) and order the $4,000 technology package: 17-speaker Lexicon premium audio, XM satellite radio, HD radio, 40GB hard drive, rear backup camera, front and rear sonar, navigation system, multimedia controller, and steerable xenon lights. I'd want all the pieces were they available separately. This is the only option on the V8 (Genesis 4.6) model other than paint and leather upholstery colors. But on the V6 model, the tech package requires a $3,000 premium package with 18-inch wheels, sunroof, 14-speaker Lexicon stereo, sunroof, and extra leather in the cockpit. Half of that I could do without.

Then I'd be tempted to have the dealer remove the Hyundai badging on the rear and let neighbors wonder if it's a $70,000 or $40,000 car you're driving.

Hyundai Genesis
www.hyundaiusa.com
EPA rating: 18 city, 26 highway (V6), 17/26 (V8).
Price: $33,000 - $42,000

Pros
Roomy, handles well, good fit and finish. iDrive-like cockpit controller easy to master. Standard Bluetooth, iPod adapters. V6, V8 options. Easy-to-configure.

Cons
Lacks leading-edge options: active cruise control, lane departure warning, blind spot detection, head-up display. No all-wheel-drive option. Technology package you probably want requires $3,000 premium package on V6 model.

Bottom line
You have to drive a Genesis to believe how good it is. Hyundai built a $70,000 Lexus LS430 for $40,000. It lacks only some of the highest-tech driver aids offered by Lexus, BMW, and Mercedes-Benz.