Hyundai and KIA seem to be very much what Toyota was in the
1970s and 1980s. Good, economical, simple machines with quite
good quality. Toyota's moved on to being a bit more posh.

I've rented a Hyundai Sonata (remarkably good car) and a Tucson
(remarkably good small SUV) for a week each. I was favorably
impressed; considering I drive either an AUDI S4 or Toyota
FJ Cruiser at home, that's saying something about what I'm
measuring against.