It is a Hyundai so it will always be a hidden gem, nobody thinks Hyundai is capable of making anything sporty, fun, and relatively fast like the ES. People will crap all over a Hyundai because of the H on the front bumber. I bought my Tiburon new in 2009, I honestly did NOT want a Hyundai. All you ever heard was how crappy they were. I could not pass up the ridiculous rebates on them so I sucked it up bought the car. I had it over 8.5 years. It was an awesome car. Never let me down, and when something stupid went wrong they fixed it. (Always minor things, never anything mechanical.) My ES is my second Hyundai, it recently replaced my tib. I love when people look at my ES and go "this thing is a Hyundai?" If I removed all the Hyundai badging people would think it was something completely different. I am also really excited about the N series they will be rolling out in the coming years. People will most definitely be taking notice of these cars. People gonna hate, some won't even try it out, better for us. I like making believers of the Hyundai Haters. But, some will always hate Hyundai no matter what. I love the VW people. I always ask them how their car is doing after it hits 60k.