It would seem that Hyundai makes a regular practice of looking over the heads of direct competitors, shooting for a segment above their actual market slot. Indeed, the Mercedes ML 'ute was a target when the new Santa Fe was being worked up, and at the Concept Genesis's recent debut during the New York Auto Show, BMW, Porsche and Mercedes were heard, while the existence of Honda or Toyota wasn't even acknowledged. The last Hyundai campaign we can even recall is the "Hyundai, Yes, Hyundai" effort of the early 1990s, when Hyundai's hottest offering was the Scoupe. They've come a long way from building Mitsubishi cast-offs, and Hyundai is now a force to be reckoned with.
[Source: Automotive News (Sub req'd)]