Seemingly developed from a playbook titled “Fundamentals for Beating BMW and Lexus,” the 2009 Hyundai Genesis is a mid-sized luxury sedan, the first from this Korean automaker to be sold in North America (unless you count the XG 350 and Azera, which we are not).

For more than a decade, Hyundai has been proving itself to the world, over and over and over again. Hyundai’s game-changing 10-year/100,000-mile powertrain warranty set the stage for a shift in consumer perceptions, then the quality cars with the mainstream styling arrived followed by powertrain refinements and a honing of design details, and now it jumps deep into the luxury end of the pool with the 2009 Genesis sedan. The time, apparently, has come, and with its appealing starting price point and a global economy in serious need of defibrillation, perhaps Hyundai’s timing is exactly right to woo suddenly cost-conscious consumers who still want a full-fledged luxury sedan, but on a budget.

Powerful engines, an upscale appearance, lots of luxurious cabin details, and a rear-wheel-drive platform are the price of entry when setting out to create a credible luxury sedan, and Hyundai can check all these boxes with the Genesis. Two models are available: the 3.8 and the 4.6, the former equipped with a V-6 engine and the latter powered by a V-8. The 4.6 adds plenty of upgrades for its $5,000 price premium: ultra-premium leather and a wood-trimmed steering wheel, a Lexicon audio system with 14 speaker surround sound, a power moonroof, a power rear sunshade, a power tilt and telescopic steering wheel, rain-sensing wipers, 18-inch alloy wheels, and other trim enhancements.

Options for the Hyundai Genesis are primarily bundled into packages. The Genesis 3.8 can be equipped with a Premium Package, a Premium Package Plus, and a Technology Package. The Genesis 4.6 is offered only with the latter package. The Premium Package adds Lexicon audio, a power moonroof, a power rear sunshade, a power tilt and telescopic steering wheel, rain-sensing wipers, and cabin trim upgrades for a reasonable cost. The Premium Package Plus includes those items in addition to 18-inch wheels. The Technology Package offers a more powerful Lexicon audio system with additional speakers, HD radio and a one-year subscription to XM satellite radio and XM NavTraffic service; a navigation system with a 40GB hard drive; a reversing camera; HID headlights with an adaptive front lighting system; front and rear parking sensors; and a heated and cooled driver’s seat. A loaded Genesis 3.8 costs $40,000, while a loaded Genesis 4.6 is $42,000.

The Genesis 3.8 is powered by a 3.8-liter V-6 engine making 290 horsepower at 6,200 rpm and 264 lb.-ft. of torque at 4,900 rpm, operating on regular unleaded fuel. The Genesis 4.6 is motivated by a 4.6-liter V-8 engine making 368 horsepower at 6,500 rpm and 324 lb.-ft. of torque at 3,500 rpm, running on regular. If premium fuel is used with the V-8 engine, the horsepower and torque figures jump to 375 and 333, respectively. Both engines are connected to a six-speed automatic with a manual shift mode, the one paired with the V-6 made by Aisin and the one teamed with the V-8 made by ZF. The EPA says our Genesis 3.6 test car should return 18 mpg in the city and 27 mpg on the highway. We got 20.5 mpg during our test driving.

The 2009 Hyundai Genesis comes standard with 8 airbags: dual front airbags, dual front seat side-impact airbags, dual rear seat side-impact airbags and side curtain airbags for both rows of seats. The Hyundai Genesis also comes with active front head restraints, antilock brakes with electronic brake-force distribution and brake assist, and a traction and stability control system. An available Adaptive Front Lighting System can swivel the optional HID headlights to help illuminate around turns.

Hyundai calls the Genesis a “premium sports sedan,” therefore, it’s logical to conclude that the competitive set might include the Audi A6, BMW 5 Series, Cadillac STS, Infiniti M, Jaguar XF, Lexus GS, Mercedes-Benz E-Class, and Volvo S80.

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