Hyundai officials kept their promise to retain a sub-$40,000 sticker for the new and improved 2015 Genesis sedan, with the mid-size model starting from $38,000, or $38,950 if you include the $950* delivery charge, for the well-equipped entry-level version that gets its power from a 311hp 3.8-liter V6 engine paired to an 8sp automatic turning the rear wheels.

While the base MSRP represents a $2,800 increased over the outgoing (and still available) 2014 Genesis with the 333hp 3.8L V6, Hyundai states that, besides the bigger body and new design, the second-gen model also "delivers significantly more standard content", including, but not limited to, 8-inch navigation with rearview camera, paddle shifters, hill hold control, power folding mirrors, HD Radio and driver knee airbag.

The 2015 Genesis sits between a BMW 5-Series and a 7-Series (SWB) in terms of size at 196.5in (4,990mm) long, but it's pricing effectively places it next to the BMW 3-Series (328i starts at $37,300), and even the Mercedes-Benz CLA, which may start at $29,900 (sans D&H), but it lacks many of the standard features found on the Hyundai and can easily end up costing more. Of course, this only makes sense if you don't care about the fancy badge.

For the first time, the Genesis is also offered with the option of all-wheel drive for the V6 engine ($2,500 more than the RWD model), while at the top of the range is the 420hp 5.0-liter V8 edition that is available exclusively with RWD and has an MSRP of $51,500*.

“The all-new Genesis rivals the best premium sedans in the world, at a price point many thousands of dollars less,” commented Dave Zuchowski, CEO of Hyundai Motor America. “Our 2015 Genesis represents a bold step forward for Hyundai and reinforces the successful strategy of marketing our premium models under the Hyundai brand umbrella, rather than a costly separate luxury brand sales channel. As a result, we’re able to pass the benefits of this strategy directly to our valued customers.”