Hyundai took the battle for customers directly to the front door of Mercedes-Benz and BMW when it launched its flagship Genesis sports sedan in Detroit.

And the company made no bones about its intentions to take on the luxury German automakers and Lexus with a presentation directly comparing its new car against BMW 5- and 7-Series, Mercedes Benz E- and S-class and the Lexus GS.

In a provocative presentation, the Korean automaker directly challenged the conventional luxury automakers by not only claiming that Genesis rivals their products but offers consumers far better value for money.

Hyundai Vice President for Product Development, John Krafcik, described Genesis as the boldest statement yet of Hyundai’s philosophy of its “unrelenting quest to deliver the value every car buyer deserves.”

“Genesis offers the performance of a BMW 5-Series, the interior packaging of a 7-Series at the price of a 3-Series,” he declared.

Genesis is based on a front-engine, rear-wheel-drive chassis and will come with a choice of a 375 horsepower 4.6-liter V8, and two V6 engines: a 264-horsepower 3.3 liter or a 290 horsepower 3.8-liter unit all driving through ZF six-speed auto transmission with SHIFTRONIC manual control. Krafcik said the new five-link front and rear suspension provides responsive handling and high ride quality.

Genesis showcases features such as XM Satellite Radio with NavTraffic, Adaptive Front Lighting System (AFLS), Smart Cruise Control, a 17-speaker Lexicon Audio System, electronic active head restraints and heated/cooled seats. The spacious interior has the “tone of old-world craftsmanship,” with subtle, understated colors and leather and wood finishes.

Genesis goes into production in April and sales will begin in June or July.

The company also displayed its Concept Genesis Coupe — a pretty two-door coupe with sweeping aerodynamic styling, with a vented hood, air dams and a rear diffuser built out of carbon fiber.

For a company that wasn’t taken seriously when it launched its first cars back in the 1980s, Hyundai has come incredibly far and extremely fast.

First impressions say Genesis has the looks and the credentials to attract buyers in significant numbers. It is sophisticated with smart lines from all angles and the specification is impressive. If this car performs as well is it looks and promises on paper, BMW and Mercedes have every reason to be nervous.