I bought a Genesis a few months ago for my Dad. It needs some refinement and yes it is a Hyundai. But is the badge and a slight lack of refinement worth $30K(compared to a Lexus LS460)? Thats a question you have to think about when writing a check.
In the new C&D they compare the Equus to the Lexus Ls460L and gave the win to the Equus. Ofcourse if you took the price out of the equation then the Lexus won by a couple of points. But again it is worth $35K more to you?