I would say taking the title of North American Car of the Year has certainly turned the heads of consumers and Hyundai’s competitors alike. For now, maybe Hyundai lacks the cachet other luxury auto makers have, but I don’t think it will be long before the Hyundai name becomes synonymous with elegance.

The all new Hyundai Genesis

I can’t think of a more-deserving car than the Hyundai Genesis for the award.  Hyundai’s venture into the luxury car market has been wildly successful. Standard features on the Genesis 3.8 V6 make it a sweet ride, for sure, but this car takes on a truly lavish attitude with even more sumptuous options—like in-dash navigation and a 500-watt, 15-speaker Lexicon audio system (the same system found in the Rolls Royce Phantom).

Here in the showroom at the Patrick Hyundai dealership in Chicago you’ll find V6-powered versions of the Genesis for a base price around $32,000. The Car of the Year gives drivers the look and handling of a Mercedes-Benz or Lexus with a much lower price tag, making it more and more popular among consumers seeking the best value. Hyundai has always given car shoppers great cars at reasonable prices, but now they are offering a chance to opt for luxury even in a time of scaling back.

Offering both rear wheel drive and a V8 version, I feel this car displays Hyundai’s commitment to creating a true luxury line rather than simply creating the appearance of one.

Take a look at one of my favorite ads, a Hyundai Super Bowl ad, below. As this commercial shows us (the angry bosses at the luxury car makers repeatedly shouting “Hyundai”) – everyone knows how to say “Hyundai” now, and now Hyundai knows how to say “luxury.”

[youtube=http://www.youtube.com/watch?v=oi1mQhTr3G8&hl=en&fs=1]