Well, you did say "if a Fram/Wicks are equally good I'll save a few bucks and go with
aftermarket" so it seemed that price was a part of the question.
A Fram engine air filter should be fine, but I would stay away from K&N since Hyundai has claimed that it can cause problems on their engines. Companies like Hyundai spend many millions of dollars trying to squeeze performance out of engines because it improve MPG, and if a K&N filter (or equivalent design) actually worked better, they would use it.
K&N made their name on older American cars when manufacturers did not car about anything but cost, and they did not have the EPA and CAFE rules breathing down their neck.
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Was that in parts department, or is that with installation? Parts department's have a multiple pricing structure, and usually you have to ask for a discount. If you don't get one, just order from an online Hyundai dealer at 25% off MSRP.