Despite record-breaking sales, driven by a string of high-quality vehicles, there are still customers for whom Hyundai products fly below the metaphorical radar. Take, for example, just two: the all-new 2011 Hyundai Sonata and the sophisticated 2010 Hyundai Genesis sedan. They might not have the same name recognition as some of their rivals, but they’re the perfect example of the kind of “choices that are just as worthy of your buying dollars, if not more so. They’re the dark horses,” according to the editors at Edmunds.com—the team that just officially named both cars to the website’s “Top 10 Best Dark-Horse Cars” of 2010.

Of the Genesis, Edmunds.com notes that it “delivers everything that luxury-car shoppers look for in a premium sedan.” And that includes something those buyers can look for all they want and not find anywhere else but the Genesis and the Rolls Royce Phantom: A Lexicon-branded audio system packing a 12-channel digital amp, 17 speakers, 528 watts of power and Lexicon’s unique LOGIC 7 technology.

In addition to that kind of exclusive luxury, the Genesis also offers “lots of power and smooth performance,” said the website. To put some numbers on that assessment, the Genesis’ dynamic 4.6-liter V8 makes a robust 375 hp, more than similarly engined rivals like the Lexus GS, Infiniti M and BMW 5 Series. On the other hand, “since it’s a Hyundai, it comes with a relatively affordable price; as such, this overachiever creams the competition when it comes to value.”

As for the Sonata, “this outstanding four-door has what it takes to dominate the competitive mid-size sedan segment.” That means both class-leading power and class-leading fuel economy, courtesy of an all-new, high-efficiency I4 engine and one of the very few six-speed automatic transmissions to be developed by an automaker “in house.” The “true game-changer” also was the first vehicle in its class to provide a standard Bluetooth hands-free phone system and the first popular midsizer to offer HD Radio as a factory-installed option.

Also notable: Hyundai will soon launch both a high-performance turbo-charged Sonata model—which will again top its class in terms of power (274 hp/269 lb.-ft. of torque) and fuel efficiency (34 mpg highway)—and a hybrid version that will become the first U.S. model to implement Hyundai’s proprietary Hybrid Blue Drive. This system uses lithium polymer batteries that are lighter and more efficient than the nickel-metal hydride units found in rivals like the Ford Fusion and Toyota Camry hybrids, helping the Sonata hybrid offer better highway fuel efficiency, 39 mpg, than any other mainstream hybrid competitor and better fuel efficiency in the city, 37 mpg, than all but the Fusion’s 39 mpg mark.

That’s further evidence of Hyundai’s ongoing commitment to be the auto industry’s fuel efficiency leader. In fact,  the automaker led the U.S. auto industry in fuel economy in both 2008 and 2009, and remains the only company to post an average fleet fuel economy of more than 30 mpg in 2010.

It’s also a good sign that Hyundai’s new products won’t be keeping their “dark-horse” status for very much longer.

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Hyundai appears to be unstopped here in the U.S. With all-new products like the Sonata and the Tucson gaining accolades and attention, sales have witnessed tremendous momentum. But one area where the Hyundai brand is still weak is back in its home market.

According to Reuters, Hyundai is still struggling in its home market and has found itself in a similar predicament that Buick has found itself in; buyers at home are bored with them, and buyers overseas can’t seem to get enough.

In South Korea, Hyundai sales have fallen three months in a row. That said, the company’s Kia brand has managed to grow thanks to the release of the all-new Optima and Sportage.

Despite the releases of the Tucson and Sonata just last fall, the Korean market is still clamoring for fresh models. Luckily, the wait won’t be long as Hyundai is preparing to launch the all-new Elantra and Accent this summer. The new Veloster-based coupe will also be arriving soon.

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Hyundai will soon begin selling its first hybrid vehicle, the 2011 Hyundai Sonata Hybrid. And while it may be late to the hybrid game, Hyundai is reportedly already planning a dedicated hybrid model.

Aiming squarely for other dedicated hybrids such as the Toyota Prius or Honda Insight, this new hybrid-electric vehicle will ride on its own platform and might also feature a plug-in hybrid powertrain. Models will reportedly be equipped with a lithium-polymer battery pack.

When it comes to other high-mileage vehicles, Hyundai also plans to launch a 247-horsepower 3.0-liter V6 turbo-diesel engine for the Veracruz crossover here in the U.S.  The next-generation Santa Fe will also be getting a turbocharged four-cylinder gasoline engine that will produce 274 horsepower.

Last but not least, Hyundai is developing a new hydrogen fuel-cell vehicle, which will be ready for testing in 2012. According to Inside Line, this new model could be described as a smaller version of the Mercedes-Benz R-Class.

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Hyundai and Kia may be late to the hybrid game, but vehicles like the all-new Hyundai Sonata Hybrid are likely to find success among buyers who are looking for high-value and competitive fuel-efficiency. But within the next two years the Korean automaker will offer even more in terms of fuel-efficiency and technology when they release their own hydrogen-powered vehicle.

Based on an existing model, the upcoming Hyundai or Kia fuel-cell vehicle will be a low-volume vehicle and most likely will be available only for lease.

“There are already agreements between car makers such as ourselves and legislators in Europe, North America and Japan to build up to the mass production of fuel cell cars  by 2015. Hydrogen production capacity and refueling infrastructure will be improved.”, said Byung Ki Ahn, GM of Hyundai-Kia’s Fuel Cell Group.

Hyundai-Kia has been researching fuel-cells for years, but have yet to commercialize the technology. The company’s research has culminated most recently with the Kia Borrego FCEV which provides a range of about 460 miles.

No pricing information has been released for this upcoming fuel cell vehicle. However, a new fuel cell recently announced by Toyota will have a price tag of about $50,000. If Hyundai-Kia’s track record is any indication, expect their fuel cell vehicle to be priced well below the competition when it finally reaches showrooms.

“Toyota has a target to produce 50,000 fuel cell cars a year and expects to be able to price them at $50,000,” Ahn said. “We’re confident we can beat it.”

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Hyundai recently reported successful quarterly profits, posting a fivefold jump in its first-quarter net profit. Hyundai’s income also increased by $1 billion in the past three months ending on March 31 when compared to the same period last year.

Helping achieve Hyundai’s staggering success were all-new models that included the 2011 Sonata sedan and the 2010 Tucson compact crossover.  The Korean automaker has also continued to offer its industry leading Hyundai Assurance Program, which give buyers the opportunity to return their vehicle should they lose their job or otherwise cannot continue making payments on the vehicle.

“With a better product portfolio and worldwide recovery in auto demand, Hyundai should continue its earnings and market share expansion,” said Heo Pil Seok, CEO at Midas Asset Management Co. “Its brand and quality is steadily improving, narrowing the gap with leaders like Toyota.”

Hyundai has successfully changed perceptions over the years with a string of stylish new products. Its vehicles have not only continued to see sales success in Europe and in the U.S., but Hyundai has also been making inroads in developing markets, particularly in China and India.

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Created for the Pikes Peak International Hill Climb Unlimited Class, the all-new Hyundai Genesis PM580 is race car akin to those that race in Le Mans, and is certainly unlike any performance vehicle ever produced by the Korean automaker.

Weighing in at a mere 1,850 pounds, the Genesis PM580 is powered by a 4.1-liter Hyundai Lambda turbocharged V6 engine producing an incredible 750 horsepower. Developed with the help of Rhys Millen, it also possesses a competitive power-to-weight ratio that should help to propel this car into the winner’s circle.

“We are building a car for today’s road,” said Rhys Millen “The car will have a sleek aerodynamic body, the grip of Toyo Proxy tires and the power and durability of a Hyundai  engine. This is the package I need to break the record.”

The body of the Hyundai Genesis PM580 is not only aerodynamic, but it’s also covered with carbon fiber to reduce weight. Punctuating its sleek exterior is a bold rear wing that helps keep the car planted to the road and improves stability during heavy braking and cornering.

If you ask dealers of Tacoma used cars, they’ll tell you that motorsports play a big role in building a strong, respected brand. As such, it’s expected that Hyundai’s involvement with Rhys Millen should go a long way to boost the brand’s profile when it comes to performance products.

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Last year, Hyundai sold 435,064 vehicles in the United States, and chances are pretty good they’ll be back for more the next time they need a new ride; after all, according to the Kelley Blue Book folks, the automaker was No. 1 in terms of automotive brand loyalty in the month of February, passing Honda—and Toyota.

Per the team at KBB, Hyundai’s brand loyalty—defined as the percent of a current automaker’s customers that is researching same-brand products online at kbb.com—increased by 10.4 percent. Honda saw a .7 percent increase and also passed Toyota in terms of brand loyalty, with the latter seeing a not-unexpected decrease of 4.4 percent.

“A large part of Hyundai’s momentum is a result of introducing passionate new products like the 2011 Sonata and 2010 Tucson,” said James Bell, executive market analyst for Kelley Blue Book’s kbb.com.

Those two vehicles, the mid-size Sonata and Tucson small crossover, were both completely redesigned and now show off Hyundai’s striking new “fluidic sculpture” design language, which greatly improved their appearance. Both are also notably more fuel efficient than their predecessors as well, thanks to Hyundai’s new 2.4-liter four-cylinder engine: The Sonata’s EPA ratings went from 22 mpg city/32 mpg highway to 24/35, while the Tucson’s fuel efficiency moved from 20/26 to 23/31. But Hyundai Woodbridge VA dealers find that consumers are not just coming to the brand in drove for efficiency, but are choosing the brand for quality as well.

And it’s not just past customers who are attracted by this kind of products, as evidenced by the fact that Tucson sales were up a full 102 percent in February, with the Sonata ringing up a 58 percent sales leap. Last month’s sales were up 11 percent as a whole for Hyundai.

A final February feat? The new Sonata also came in at fifth in kbb.com’s “most researched” top-10 rankings, behind only the Honda Accord, Honda Civic, Toyota Camry and Honda CR-V. It’s the first time the Hyundai has appeared on the list.

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It wasn’t a too long ago that Hyundai vehicles faced a terrible stigma. Hyundai’s vehicles were affordable, but not much more could be said. Fast forward to today, and Hyundai’s are still affordable, but they also happen to be luxurious, reliable, stylish, and even sporty.

Thanks to the Korean brand’s radically improving lineup, Hyundai is now in a very different position than it was just a few years ago. The brand has improved so much, in fact, that recent Market Intelligence data from Kelley Blue Book shows that Hyundai now holds the No. 1 position when it comes to brand loyalty among car buyers.

“Hyundai is clearly benefiting from ‘a perfect storm’ – a result of introducing passionate new products like the 2011 Sonata and 2010 Tucson, while Honda’s mainstream vehicles like the CR-V and Accord are a bit stale in the marketplace and Toyota is experiencing a huge consumer perception crisis,” said James Bell, executive market analyst for Kelley Blue Book’s kbb.com.

Toyota, which once held the No. 1 position, has fallen to third place while Honda has remains in the No. 2 spot. The changing positions of these brands are incredibly important as they do factor into KBB’s used-vehicle depreciation percentages.

As Hyundai continues its slow yet steady increase in market share, don’t expect momentum to slow anytime soon. Hyundai’s latest models have met high demand while the automaker’s prominent advertising initiatives and solid warranty continue to fuel interest from car buyers that are new to the brand.

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Hyundai dealers are reportedly running low on the all-new 2010 Hyundai Tucson crossover. Perhaps in part due to Toyota’s sales slump, Hyundai’s latest crossover is in high demand, and dealers are having difficulty keeping pace with demand.

During the National Automobile Dealers Association’s annual convention, executives from Hyundai met with dealers, who were given the opportunity to voice their concerns. Luckily for Hyundai execs, news from the showroom floors of American Hyundai dealers was good, if not stellar.

Hyundai recently released two new models at the Los Angeles Auto Show, which both received plenty of acclaim. The first is the aforementioned Tucson crossover, which increases in size and adds more luxurious interior accommodations compared to its predecessor. Additionally, the Hyundai Sonata sedan is also arriving in showrooms to only find eager consumers waiting to buy. One reason why consumers have been arriving at Key Hyundai in droves is because both models also come with the automaker’s 10 year, 100,000 mile warranty and are backed by the Hyundai Assurance Program. Meanwhile among Virginia Hyundai dealers, it’s the fuel-efficiency of both the Tucson and Sonata that keep demand high.

In other good news, Hyundai dealers will soon be given the updated 2010 Azera sedan along with the new Elantra midsize sedan and new compact Accent. All of these models will allow dealers to attract car buyers looking for fresh, fuel-efficient cars, which is just what Birmingham Hyundai dealers have been waiting for. With market share climbing, Hyundai looks to be well positioned in the marketplace, and dealers can’t complain about that.

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Hyundai seems to be moving into 2010 with the same gusto as it did in early 2009. Not only is the automaker continuing its Hyundai Assurance Program, but completely redesigned models are also heading to showrooms. And what better way is there for AdAge’s Marketer of the Year to highlight these new models and the unique incentive program than by advertising during the Super Bowl. Not only do the new Hyundai ads feature Bret Favre, but they also feature more than 3,000 workers from Hyundai Motor Manufacturing Alabama, which is where the all-new 2011 Hyundai Sonata is manufactured.

Last year Hyundai’s expensive Super Bowl television ads paid off big time by promoting the Genesis sedan and coupe. This year Hyundai seems confident that the strategy will pay off yet again as there will be several Hyundai spots throughout the course of the game.

See the new Hyundai ads before the big game by checking them out below.

The boldness and expense of the automaker’s Super Bowl ads show the determination of Hyundai according to dealers of Boston certified pre-owned cars. A brand that once produced notoriously low quality vehicles now wants to be known for their stylish and luxurious lineup, and these new ads will certainly help to accomplish that goal.