Hyundai has been making tremendous strides in making its brand one that stands for something other than “Cheap and Cheerful Cars with a Tremendous Warranty.” Not only has it been doing this through the launch of its current flagship Genesis sedan and the announcement of the almost-bespoke Equis luxury car that will be arriving in U.S. showrooms in limited numbers next year, but by really improving the design and execution of its more-mainstream models, like the Tucson, which is also known in other parts of the world—like the United Kingdom—as the ix35.

Which brings us to this:

Yes, that is the legendary Harrods window on Brompton Road in Knightsbridge. Yes, that is a Hyundai ix35. Since Monday the 7^th, the crossover has been on display there. It will have a one-week run on display.

Yes, Hyundai is getting more posh.