Hyundai heads were recently mentioning their failure to address quality, claiming it's been about quantity in the past. They apparently want people to "love" the Hyundai brand. I think the efforts to quality are noticibly paying off, however as automobiles, they totally lack soul and personallity. They're improving the way toasters and consumer electronics have improved, not nessecarily in a way that makes you cherish them as automobiles. They also lack a design language; at least they lack their own design language. It's just too easy to Mr. Potato Head your cars from other's signature design features and concept cars. Put short, if you'd buy a Toyota, you should be happy with a modern Hyundai.