It takes a serious commitment to reorganize a corporate image. Where Hyundai has long been a purveyor of inexpensive, economical transportation that caters more to the bottom line than any emotional response, the addition of the Genesis Coupe and Sedan looks to prove there’s more to the company than a 100,000 mile warranty. This isn’t the first time a manufacturer has tried to shirk the stuffy confines of its reputation. General Motors is infamous for half-heartedly churning out rebadged models to “redefine” a mark’s image (the Caddy that zigs!), but from the second you open Genesis Sedan’s door, you realize Hyundai isn’t interested in pulling the wool over anyone’s eyes. Instead, it’s out to show just how far this company has grown from its humble roots. Hop the jump for a look at the 2009 Hyundai Genesis Sedan 3.8.

It’s hard to escape the excitement surrounding this car. The Genesis Sedan nabbed the 2009 North American Car of the Year award – a first for any Korean car maker. The reviews pour about the astounding quality inside and out and the subtly attractive exterior, but what caught my eye was the available drivetrains. Hyundai offers up both a 3.8-liter V6 engine with 290 horsepower and 254 lb-ft of torque and a 4.6-liter V8 with 368 horsepower and 324 lb-ft of torque. Both engines are coupled to a six-speed automatic transmission that ships power to the rear wheels like the good car gods intended.

Our tester’s beating heart was the 3.8-liter sixer. Like most folks out there, when the skinny pedal hits the carpet, I expect thorough acceleration, and Hyundai’s V6 delivers in a beautiful way. The engine’s tone manages to overcome the ample sound deadening in the cabin to make its intentions known, and the sweetly smooth six-speed drops a cog or two launch the sizeable Genesis through freeway passes. Don’t get me wrong, if you really want eye-widening power, you’ll have to opt for the eight-pot. Still, unlike a few other sedans we’ve had our hands on recently, you never get the notion the Genesis is struggling under its own girth.

The six-speed transmission on board is head and shoulders above the slush boxes we’ve encountered on other four-doors. The logic is dead on, with precise gear choices and smooth shifts. Strangely enough, the bump-shift manual mode is one of the quickest we’ve had our hands on. We have to wonder why there are no paddle shifters to play with.

Outside, the Genesis Sedan is handsome without being gaudy. The proud grille is more than a little Mercedes, as are the wrapped, HID headlights. Out back, there are quasi-BMW tail lights, and the 18 inch wheels are snazzy without being bling-tastic. The car gives off the impression of a luxury bruiser without giving you any bold or iconic elements to point to and cry Hyundai. That conceit is expressed the loudest on the car’s nose, where there is no corporate badge to be found. It’s hard to drum up the company’s logic for skipping out on a leaning H up front, but it does generate curiosity. We came out to a few curious Fiends eying the car at least twice.

The Genesis Sedan isn’t a peacock, either. The interior’s got the luxury guts necessary to keep the car on par with the mainstays of the market. In base trim, the Genesis comes with fantastic leather seats, a smart key with proximity entry, rear power sun shade and XM satellite radio. Bright LED interior lighting is a nice touch too. Of course, the best thing about Hyundai’s new lux-cruiser is the price. MSRP sits at $32,250 for the V6 model.

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