It is hard to believe that not too long ago, Hyundai’s foray into the US market was a little beater named the Excel. Boy have times have changed. Hyundai is aiming squarely at Mercedes Benz and BMW with their latest venture, The Hyundai Genesis. If it weren’t for the fact that the Genesis carries the Hyundai nameplate, it could easily be confused for other models that go for twice its sticker price. Starting at $33,000 for the V6 model, the Genesis comes with a laundry list of standard features typically only found in pricier models.  This includes eight airbags, active restraints and ESC (electronic stability control). Choose the V8 model and you will be get advanced adaptive cruise control, heated and cooled seats, self-leveling HID headlamps, navigation system, and way too many other features to mention– standard.  The bottom line is that while Hyundai might not have the pedigree of Mercedes Benz or BMW, it is definitely showing up to the party well equipped and ready to make some noise. [from $33,000 at hyundai]