A decade ago few would have thought the words ‘Hyundai’ and ‘luxury’ would be uttered in the same sentence. But a slow and steady plan to increase the quality of its product has paid off for the Korean auto manufacturer – to the point where Hyundai is ready to take on the big boys with a new full-sized luxury sedan – the updated Azera.

The Azera will boast an advanced power train, superior safety features, good gas mileage, contemporary design elements and luxury features. All at a price less than $40,000.

The Azera will be powered by the powerful Lambda II 3.3-liter fuel-injected V-6 engine with a six-speed automatic transmission transmission. Fuel efficiency is a plus with the Azera, which will get 20 mpg in the city and 29 mpg on the highway.

The Azera is long and low. It has a sleek roofline, wraparound LED taillights and a striking chrome grille. Leather seats and ten-way power driver and eight-way front passenger’s seats are standard equipment. The car is loaded with safety gear – including touch-screen navigation with backup camera – something no other vehicle in the segment offers as standard. You’ll also get impact-reducing seats, Vehicle Stability Management, nine airbags and ABS.

The Azera will come with Hyundai’s popular 10-year/100,000-mile power train warranty.

Pricing will begin at around $32,000, with premium models upwards of $40,000.