Hyundai's half-price Mercedes

The car represents a big leap in the U.S. market for Hyundai, a company that was, until recently, known mostly for making inexpensive small cars that competed as cheaper alternatives to entry-level Japanese cars.

Hyundai is trying to move its brand into more expensive territory with each new product introduction. Its mid-size Sonata sedan and the full-size Azera sedan are touted as competing against more expensive Japanese offerings like the Toyota Camry and Avalon.And most recently, the company advertised its new Veracruz mid-size SUV as being easily confused with the far more expensive Lexus RX.