The point the article doesn't make and what most North Americans aren't aware of is that Hyundai / Kia make some large premium sedans for the domestic Korean market, and as such the Azera isn't breaking any new territory for them. Granted the sales here come from budget-priced models, but if you've seen the new Sonata's size, styling and power, it was almost certain the XG350 repacelement would be something Avalon-esque.
And why whine about the $37K price-tag? It may be high for a Hyundai if you're stuck in the 80's and see this as some kind of Hyunday Stellar descendant but come on - Honda entered this market selling low-priced compacts way back when and Toyota overcame it's Toyopet days.
As for saying the car costs more than a Lincoln Zephyr or a Caddy CTS - the author is completely off base. GM Canada's website posts $39,600 for the 3.6L CTS and base Zephyr is just north of $38K. Sure, you could find one for less, but then you could also just buy the "base" Azera which is adequately equipped. Right now there are Camry's (V6 XLE's) and Accords(V6 EX's) out there selling in the mid-high 30's How about comparing it to another non-luxury branded large sedan, like say the Avalon? That's a fair comparison...