Say this for Hyundai: They're bold. Very bold.

Here's a company that, ten years ago, fielded little more than small economy cars -- cars that weren't all that well-received.

Now, the automaker is a force to be reckoned with, and frankly, I don't think it is about to stop. I look for Hyundai to be one of the three or four biggest sellers of cars in the U.S. within the next ten years.

Part of the reason for the growth is that Hyundai is daring to compete in segments that would have been unthinkable for them even five years ago. They clearly intend to market in every segment they can, and yes, they do pose a very serious threat to Toyota, Nissan and others.

Why? Because they provide high-quality, good-looking cars with long warranties at prices that undercut competitors by thousands of dollars.

If you doubt me, I have one word for you: Genesis.

The big news during the next model year will be the long-awaited arrival of Genesis, Hyundai's first true full-size rear-wheel drive sedan. A concept version was unveiled at the last New York International Auto Show, and it is ready to hit the ground later this year.

Concept Genesis rides on a prototype of Hyundai's all-new rear-wheel-drive platform, signaling the brand's desire to broaden its appeal to discerning driving enthusiasts. It will be powered by Hyundai's newly developed Tau DOHC 32-valve V-8 powertrain. And guess where the price will start: less than $30,000.

Concept Genesis marks the beginning of premium performance for the Hyundai brand.

"Concept Genesis is a manifestation of Hyundai's extraordinary desire to deliver world-class products across all model segments," said John Krafcik, vice president, Product Development and Strategic Planning, Hyundai Motor America. "With Genesis, we've got a unique product position -- an all-new, highly capable, rear-wheel drive platform; a high-performance powertrain; and premium, progressive design -- all at a price starting well under $30,000."

Not that Hyundai doesn't have some new stuff already gracing showroom floors. You better bring a score card to keep track.

Most recently, Hyundai introduced the all-new Veracruz large crossover, which is intended to do serious damage to the sales of Honda Pilot and Toyota Highlander.

The Veracruz, with prices ranging from around $27,000 to $35,000, is prompting comparisons with far more expensive crossovers -- namely Lexus RX350. Some magazines have said it at least equals the Lexus in styling, content, value and quality.

It has three-tiered headlights, a sculpted bumper and an interesting grille that includes a curved portion that houses the Hyundai "Flying H" logo. Its roofline is not unlike the one found on the sexy Infiniti FX series of crossovers.

Standard equipment includes electronic all-wheel drive; proximity key; rain sensing wipers; mirrors mounted on adjustable pedals; full power everything; an audio system that includes an AM/FM, XM Satellite radio, CD and an MP3 player; a 260-horsepower 3.8-liter V-6 (rated at 17 mpg city and 24-highway); heated power side mirrors; and side curtain bags.

Another new model is the Azera GLS, an entry-level variant of the popular mid-sized sedan that starts at $24,235 with a five-speed transmission and a 3.3-liter V-6 that is rated at 21/28. New this year for Azera for 2008 is a standard XM satellite radio.

The Elantra also was all new last year. For 2008, electronic stability control is standard in SE trim, and brake assist has been added to the standard ABS system for the SE model. A tire pressure monitoring system is standard on all models, and the Elantra SE premium plus Leaher Packagte replaces the Elantra Limited model. If you want a nice surprise, check out the new 2007 Elantra. This is a car that lists for between $13,395 and $16,895, and is better equipped than some cars selling for about half as much more. It has front and rear side curtain air bags, adjustable head restraints, full-power equipment, remote keyless-entry system, tilt steering wheel, rear center armrest with cup holders, center console with two-tier storage compartment and more.

It's got so much interior volume that the federal government places it in a class size above the Toyota Corolla and Honda Civic -- there's more interior volume than you'll find in Acura's TL entry-level luxury car.

And don't think you get all this in a "Plain Jane" car. The new Elantra is curvaceous, not flat and angular as some compact cars seem to be. It's got a flowing character line along each of its flanks and an aggressive-looking grille. Inside you'll find interiors with two-toned themes and touches of aluminum trim.

Power comes from a 2.0-liter, 132-horsepower four-cylinder engine with mileage ratings of 28 mpg in the city and 36 on the highway. Prices range from $13,395 to $17,845.

Another star of Hyundai's lineup this year is the 2008 Hyundai Santa Fe small crossover which was new last year.

For 2008, the power tilt and slide sunroof has been made standard on the Limited trim level, the LG navigation system will be available on the Limited staring in the first quarter of 2008, and premium seat cloth is now standard on the SE. A 605 watt Infinitiy Logic 7 CD changer audio system with ten speakers is now standard on the Limited.

The Santa Fe has several competitive advantages: It offers a third-row seat, which is a big deal for shoppers these days; two transmissions and two engine choices -- both are V-6s, a 2.7-liter, 185-horsepower version (rated at 21 mpg city/26 highway) and a 242-horsepower model (rated at 19/24); and, of course, a 10 year/100,000 mile warranty.

It also comes with a full complement of safety equipment, including electronic stability control, anti-whiplash active head restraints and six air bags, including side air curtains.

The new Santa Fe has more flowing lines than its predecessor; you don't see the odd character lines or sharp angles and odd wrinkles that were part of the previous car.

Inside, there's more luxury and comfort than you might expect: dual zone climate controls; blue backlighting for all interior gauges, switches and buttons; and soft-touch, high-quality materials and low-gloss surfaces through the car. The Santa Fe is priced from about $21,000 to about $28,000.