I buy my cars based on best bang with the toys for the buck. An E class Mercedes or BMW 5 series roughly equally equipped would cost in the neighborhood of $25K more than an V6 AWD Ultimate. I decided it was not worth and extra $25K just to get German
badges on my car, not to mention an inferior warranty. So my first like is bang for the buck for sure. Other things I am digging so far after a month with my Empire Grey/V6/AWD/Ultimate:
The HUD is awesome, doesn't display everything it could, but still great.
Smart Cruise is sweet, use it ALL the time.
Auto Hold is nice, wish I didn't have to turn it on every time.
I really feel that the Lane Assistance (together with the Smart Cruise) makes this car much safer than most.
The Lexicon audio kicks serious ass, when you really crank it up it is still so crystal clear that you really don't realize how loud it is.
I have already found the automatic trunk very useful several times, even being able to use the button to close it when your hands are full while emptying the trunk is a great thing to have. It is pretty tough to manually close a trunk lid with 3 bags of groceries in each hand, but not to press a button.
I really like the general cabin design, seating, dash, all comes together in a very classy way in my opinion.
The automatic puddle lights are adorbs, got to teach all my friends that new automotive term, almost all of them say "cool" when they see them for the first time.
After rebadging the trunk, no Hyundai visible anywhere!