Hyundai has taken aim at the German luxury brands in a big way. The 2015 Genesis sedan is all new and should have the Germans looking twice.

Now in show rooms with a Canadian base model price of $43000, the term “base”, is not quite accurate.

In Canada all Genesis models come standard with  Hyundai’s new AWD system. This advanced system can shift power delivery from 90% front wheel to 100% rear wheel, depending on conditions and mode selected.

The system incorporates Active Cornering Control (ACC) into its Vehicle Stability Management system. This blending enables the brakes to apply pressure to the inside rear wheel in a corner thus eliminating under steer.

The entry level Genesis is motivated by a 3.8L GDI V6 engine that makes 311 hp and 293 lb-ft of torque. The transmission of choice is an 8 speed auto with paddle shift. This transmission comes on all models.

Other standard equipment includes: adaptive HID headlights, LED tail lights, LED fog lights, push-button ignition and keyless entry, 12 way heated front seats, satellite navigation with an 8 inch touch screen that incorporates a rear view camera.

The Luxury model will cost you $48000 and adds such niceties as: Premium Napa leather, real wood trim, ventilated front seats, heated rear seats, heated steering wheel (a necessity once you have tried it), panoramic sunroof, Blind Spot Detection and a 14 speaker surround sound audio system.

The Technology model adds Autonomous Emergency Braking (AEB), Lane Keeping Assist (LKAS), Adaptive Cruise Control (ACC) which will fully stop your car and set off again in stop and go traffic, Head-Up-Display (HUD) in full colour, and the industries first CO2 sensor control system. This model starts at $53000.

The $62000 Ultimate model ups the game with the addition of Hyundai’s award winning 5.0L GDI V8. It will provide 420 hp and 383 lb-ft of torque.

This will give you bragging rights over friends who drive the BMW 5 series with its twin turbo 4.4L V8 that only manages 445 hp, or the driver of the Mercedes E class powered by the twin turbo 4.7L V8 offering a meagre 402 hp.

And rounding out the Germanic luxury brands is Audi, with the A6 only capable of 310 from its minute V6 power plant.

A warning, if you do engage in such banter, you best avoid the topic of Torque as the Genesis barely bests the V6 Audi.

Moving on, the Ultimate model gains a 9.2 inch HD navigation display, a 17 speaker Lexicon surround sound audio package blasting 900-watts at you, Continuous Damping Control (CDC) suspension to offer the best comfort and performance, a suede headliner, head light washers and so much more.

The interior is well sorted. All the switch gear has a premium feel and function. The materials are second to none in its class. Simply put, it offers a comfortable place to from which to drive without being showy.

For a company that is new to the luxury market, Hyundai is off to an amazing start. The Genesis  is more than capable of competing against the German Three, who invented the mid size luxury market.

The only problem could be its lack of brand heritage, and as it costs less than the competition, the air of bargain shopper.

What do you think, does badge envy really matter to you? Or would you prefer to shock and awe your friends and co-workers with the Genesis?