Hyundai continues to improve its offerings by adding a new trim, new engine, new transmission and fresh styling to its Genesis model, but as prices approach the 50-thousand-dollar mark, we have to wonder if they’re losing sight of what spurred their most recent successes. More than performance, build quality or impressive warranty terms, Hyundai scored thanks to the value they offered, and paying 50 grand for a Hyundai doesn’t exactly scream value.

Still, the Genesis is an attractive alternative to competitors’ full-size luxury sedans, and with a new “performance” model they’re taking aim at another demographic altogether. The R-Spec trim sits atop the Genesis lineup with a new, direct-injected, 5.0-liter V8 good for 429 hp and 376 lb-ft of torque, enough to push the Genesis to 60 mph in just over 5 seconds. This is despite a new 8-speed automatic transmission found in all Genesis trims in 2012, which is slow off the line and exhibits a reluctance to downshift.

The suspension has been stiffened as well with larger anti-roll bars, and the R-Spec sits on 19-inch wheels. These changes increase overall rigidity but fail to really push the Genesis into a performance category, despite the R-Spec moniker. No, the R-Spec is better suited for long-term highway hauls than corner carving, where the Genesis fails to respond with the agility and alacrity you’ll find in competitive offerings.

Thankfully, there are two other options to fulfill your Genesis cravings – a 3.8-liter V6 and a 4.6-liter V8. While the 4.6 is unchanged for 2012, the V6 gets a substantial boost with 43 extra horses over 2011. It also gets the new 8-speed automatic, and all trims get styling changes as well. Those include redesigned headlights with new LED accents and slight changes to the front and rear bumpers and taillights. Look quickly and you’ll miss them.

But where the Genesis really shines is inside. Materials and build quality that surpass class expectations make the Genesis a standout, and a long list of standard features puts competitors to shame. Leather covers heated power front bucket seats and a multi-function steering wheel, while Bluetooth, keyless access and start, dual-zone climate controls and a 7-speaker stereo all stand out as key features in the Base trim. But options like a cooled driver’s seat, power steering column, navigation, sunroof, adaptive cruise and a rear-view camera with front and rear obstacle detection start setting things apart. The fact that they come standard in the V8 trims only further impresses.

Hyundai has worked hard to make sure the Genesis meets or exceeds expectations and standards set by the competition, but as the price similarly climbs, the attractiveness of this offbeat option wanes. Once the 50-grand ceiling is approached, the shortcomings of the Genesis start to stand out as well, and Hyundai cannot yet offer the kind of refined ride and impressive performance of longstanding luxury rivals.