It’s hard to believe, but the past two decades have been witness to the creation of the web browser and, in the automotive realm, the growth of a once unknown Korean car company. Hyundai’s first car, the Excel, was introduced to U.S. consumers back in 1986, and based on that car’s dreadful quality, it would’ve been safe to bet that Hyundai’s days here were numbered. Fast forward to 2006, and that long shot now boasts of nearly 500,000 annual sales, five years or record-braking growth, possibly the best warranty in the business, and a loyalty rate of 56.3 percent, meaning a lot of first-time Hyundai buyers become repeat customers. At the root of the company’s success is a midsize SUV, the Santa Fe. What was once a rather homely, underpowered, five-passenger vehicle greets the 2007 model year with an attractive new look, more room for up to seven passengers, and an available V6 engine offering a competitive 230 horsepower and 220 lb.-ft. of torque. And, as Hyundai representative are so obviously proud to point out, it will be priced thousands less than a comparably-equipped Toyota Highlander.

Any guesses on what brand the suits at Hyundai are hunting?