The 2009 Hyundai Genesis offers features comparable to Lexus and Mercedes sedans.

Hyundai / David Dewhurst

The most obvious feature of Hyundai’s new luxury sport sedan, the Genesis, is also its most subtle feature: a lack of identity.

Try to find it somewhere on the exterior. Nowhere on the front, not on the rear. Open the door and the sill greets you with a pretty blue-lit “Genesis.” But who makes this Genesis? If you look real close, you’ll spot the Hyundai “H” on the rear and the word Hyundai in tiny letters on the wheel caps.

This is no accident, of course. Hyundai, the Korean brand that entered the market 20 years ago with the cheapest of economy cars, is tackling a very competitive luxury segment, and Hyundai knows many folks are brand conscious.

So Genesis looks and acts like a Lexus and Mercedes and that’s what it’s all about. Only you have to know it’s a Hyundai.

Heck, at the mall I even tried to click myself into a similarly shaped silver Lexus — until I realized the Genesis was in the next row.

While Genesis tries to blend into the luxury segment, it stands out in other ways. Genesis not only matches but, in some ways, goes one better than its target competition: the Mercedes E-Class, BMW 5-Series, Infinity M and Lexus GS.

So shout it to your neighbors — That’s right, it’s a Hyundai!” Extensive leather trim, even on the dash and door panels. Push-button start, navigation system with traffic reports; adaptive lighting that peeks around the corners. This is ordinarily Lexus and Mercedes territory.

Its Lexicon sound system is superb, with 12-channel digital amplifier and 17 speakers. Hyundai boasts that only Genesis and Rolls Royce Phantom (who wouldn’t seize the opportunity to put their brand in the same sentence as Rolls?) offer the same Lexicon system.

There is plenty of headroom and legroom in the Genesis, both in front and rear. In fact, Genesis tops the Mercedes E-Class and BMW 7-Series in interior space.

The instrument panel is simple to see and understand. The joystick for music and navigation is not exactly simple, especially for we media types who only get a week to understand it. But over time you will get used to it.

Powered by its rear wheels (first time for Hyundai in the United States), Hyundai engineers were able to put the front wheels further forward. That means crisper steering, says Hyundai, yet I still found it somewhat numb. But it has a nearly perfect balance of weight between the front and rear, and that is a plus for handling.

Power on the tester was provided by the Tau 4.6-liter V-8, which puts out around 375 horses, more than a good slice of the competition. Zero to 60 takes place in less than 6 seconds. Motor Trend’s team says 5.5 seconds, better than the Jag XK. EPA figures mileage at 17 mph around town, 25 on the highway.

It’s mated to a six-speed automatic tranny that shifts smoothly and without hesitation up-speed, somewhat less consistent in the downshift. If you want something less sporty with a softer suspension, opt for the 3.8-liter V-6 which still produces 290 hp and is quite adequate. It gets 18 mpg city, 27 highway.

This is a tough and well-built car and it’s noticeable just by closing the door. And it’s loaded with safety features found on higher-priced luxury sport sedans. It gets electronic head restraints, which are only available now on Mercedes, BMW and Lexus. Eight sensors on the front and rear bumpers help detect objects when parking, while distance from objects is indicated on the navigation screen and chirps a warning tone when you get too close. Eight air bags include roof-mounted side-curtains. Adaptive front headlamps help guide your in the turns.

With the Genesis, Hyundai has proved it can play the luxury game with the big boys from Japan and Germany. It has the technology, the build quality and the performance to be a serious contender in the luxury-sport market. Base Price: $32,250.