http://www.autoweek.com/cat_content.mv?port_code=autoweek&cat_code=carnews&loc_code=index&content_code=09846617

"Basically, our plan is to launch a brand that is strong enough to compete with BMW and Audi and Lexus," says a senior executive in South Korea.

Riiiiiiight...

LMAO! A luxury Hyundai is like trying to make a performance Geo Metro. :)

Stupid man looks at the luxury Hyandai: Is costs $20,000, it has a 10 year, 100,000 mile warranty, and it's a luxury car. This is a bargain. So, stupid man takes "luxury Hyandai" (The understated oxymoron of the century) out for a test drive to make sure he really wants it. Soon he discovers that it is overweight, anemic, and the ergonomics AND the build quality (Panel gaps so huge you could fall through them) abosolutely, undeniably SUCK without a doubt. Then when stupid man makes a turn, "luxury Hyandai" crumbles like a dried turd with wheels. Does the warranty cover that?

Stupid man looks at the luxury Hyandai: Is costs $20,000, it has a 10 year, 100,000 mile warranty, and it's a luxury car. This is a bargain. So, stupid man takes "luxury Hyandai" (The understated oxymoron of the century) out for a test drive to make sure he really wants it. Soon he discovers that it is overweight, anemic, and the ergonomics AND the build quality (Panel gaps so huge you could fall through them) abosolutely, undeniably SUCK without a doubt. Then when stupid man makes a turn, "luxury Hyandai" crumbles like a dried turd with wheels. Does the warranty cover that?
Actually, I'd say that Hyundai's build quality is on par with any American car these days, and either equal or almost equal to many Japanese cars.

The question is whether they can design a competent luxury car...

The 1993 geo Metro (3 cylinder) had 55 hp.

"Hyundai engineers are tearing apart BMW and Mercedes models to better understand European luxury cars, according to the U.S. insider."

LOL, an imbecilic move like this would pretty much guarantee bankruptcy for Hyundai. If they have even half-competent market analysts they will abort this plan. lol@how they obviously have no understanding of the American people if they think this will work.

Their success in NA shows however people's willingness to buy far-and-away sub-par products so longs as they are dirt cheap and offer gimmicky incentives. This is also true of the domestics.

BAHAHAHHAAHHAHAHAHAHAHAHAH!

they make decent enough cars, but like hell anyone in their right mind is going to buy one when they have the money to buy something with a respectable name.