Though Hyundai has surprised many over the last few years with its aggressive pricing, warranty, and competitive features, it has not yet ventured into the sacrosanct territory that puts everyone on notice that you’ve “arrived” as an automaker and a brand. That’s right, a full-fledged luxury car. Granted, Hyundai has had the home-market Equus sedan, and offers the competitively-equipped and priced Azera sedan, but neither have stared Lexus, BMW, or Infiniti in the face and said, “It’s on!”

Though Hyundai has surprised many over the last few years with its aggressive pricing, warranty, and competitive features, it has not yet ventured into the sacrosanct territory that puts everyone on notice that you’ve “arrived” as an automaker and a brand. That’s right, a full-fledged luxury car. Granted, Hyundai has had the home-market Equus sedan, and offers the competitively-equipped and priced Azera sedan, but neither have stared Lexus, BMW, or Infiniti in the face and said, “It’s on!”

Well, that’s all about to change with the unveiling of Hyundai’s Genesis concept car. We all know what “concept” cars–with actual door handles, engines, full running gear, and fully-upholstered interiors–really are: they’re a glimse of what’s going to be in the showrooms in 12-18 months. But the Genesis begs the question that many have been asking over the past few years as rumblings of Hyundai’s work on an upscale vehicle were reported. Is the “Genesis” (or whatever it’s going to be named) going to be sold alongside the humble Accent, or given its own stand-alone showroom as the “Genesis” of Hyundai’s new luxury brand?

Could Genesis, in fact, be the name Hyundai uses for its new luxury division? Although the name conjures Biblical stories of creation, I suppose it’s no stranger than “Lexus” (Which has no historical meaning whatsoever, but was challenged in court by Lexis/Nexis for its legal document search service) or Infiniti, Nissan’s deliberately misspelled nomenclature for its uptown division.

Furthermore, can a new brand be launched with just one model? Lexus and Infiniti each did it with two (though only one of each–the LS and Q flagships, respectively–survived to the current day). Will Hyundai dress up a Sonata, Azera, or Veracruz with upscale accoutrements, slap a new logo on the grille and rump, and voila!, the first Korean luxury division? Is that so far-fetched?

Although many believe any V-8 luxury sedan with more than 300 horsepower for under $40,000 is a sure winner, let’s not forget VW’s folly with the Phaeton. Granted, that Teutonic luxo-barge carried a price tag roughly double what Hyundai is forecasting with its new flagship. But horsepower, features, and a low price tag are not necessarily a guarantee of success, but they’re not a bad place to start. Is America ready for a Korean luxury car? We’re likely to see in about a year.

- Edward A. Sanchez