NBC NEWS - In just five years Hyundai has gone from the lowliest of brands to seriously challenging the mainstream players.

These days this Korean company doesn't seem to be interested in comparisons to Toyota, Honda, Ford or Chevy.

With the Veracruz crossover, Hyundai is going deep to challenge the big dogs.

With great bravado they claim this crossover is designed with Lexus' RX350 dead in the crosshairs.

Yes, Lexus.

Chuckle if you want, but lately Hyundai has been "the little engine that could," though really, they aren't that small.

In a now infamous comparison test, the Motor Trend magazine pitted Veracruz against the RX350, known as the gold standard of crossovers.

The overall winner?

Hyundai.

It won largely by playing the value card but read on and you'll find other things done well.

As close as you can equip the two of these, you'll save around $8,000 if you go with a "flying H" logo on the grille.

I've driven both vehicles and believe Veracruz offers great bang for the buck.

In a "price no object" scenario though, I'd give the edge to the RX.

Still, hats off to Hyundai for not only engineering a nice vehicle, but also getting the media to mention it in the same breath as Toyota's premium brand.

Will these two vehicles be cross shopped often?

Veracruz with seating for seven is slightly larger than the five-passenger RX350.

More important though are the badges and the complex socio-economic statements they make about the driver.

Lexus jewelry is shorthand for: "I make more money than you."

Hyundai says: "I saved more money than you."

Which would you rather be?

These are two different demographics.

Let's look at the Veracruz on its own merits.

The silky 3.8-liter 260-horse V6 is the only engine available.

A six-speed automatic with manual shift mode (also the only tool in the shed) is a smooth operator.

Choose between front and all-wheel drive.

Veracruz comes standard with electronic stability and traction control, as well as antilock brakes.

The all-wheel drive system is automatic but can be locked if conditions are nasty.

Because of all that you're less likely to need the 6 six standard airbags on board.

The Hyundai is larger and heavier than the Lexus so the Korean's acceleration is not as brisk.

Still it's perfectly fine unless you drag race other parents on the way home from your kid's soccer practice (though that's setting a bad example).

Steering is on the lighter side.

Sports car enthusiasts won't be entertained in the corners, but mainstream buyers should enjoy the ride quality and handling that are set toward comfort.

The cabin is quiet too, with just a little wind noise over 70 mph.

I'm averaging 17 miles per gallon in mixed driving.

If imitation is the most sincere form of flattery, consider the Veracruz a love letter to the RX.

Open the door and there's a strong sense of deja vu when eyes meet the instrument panel.

Cabin materials are all high quality; even the bark from plastic trees looks darn nice.

Hyundai is going with deep indigo gauge lighting.

My tester's door handle feels pretty plasticy though.

Veracruz comes standard with XM radio and it can be controlled with steering wheel buttons.

There are plenty of small cubbies to squirrel things away.

The center console storage even has an air conditioning vent, to keep fresh fruit chilled I suppose.

Those in the mid-row have plenty of control with reclining split seats that slide fore and aft to give those in the third row a fighting chance to stretch their legs.

There are heating controls separate from those up front too.

Children who can't live without video games while shuttling between school and play dates will be happy to know their Playstation 3 is fully supported by the optional DVD entertainment system if they have parents kind and wealthy enough to order it.

There's storage for the wireless headphones in the armrest.

Kids can operate the seat mechanism that allows access to the third row.

It's not too hard to get in the back.

Once here, 10-year-olds will be pretty happy. Adults should be OK for shorter trips.

Those who complain need to remember that the Lexus RX doesn't have a third row (at least for now, considering Toyotas seem to be getting super-sized these days).

Gripes?  Not many really.

There's a $1,750 nav system option for 2008 but no backup camera.

Order the navi and the choice of the DVD entertainment system is removed.

It's one or the other.

To get automatic dual-zone climate control up front, buyers need to spring for the deluxe Limited model that starts at $34,000.

Otherwise, you get manual heat and AC with one zone in front and the other in the rear.

This rig starts at $27,595 in front-drive GLS trim.

A maxed-out Limited with leather, sunroof, power liftgate, navi and more will sticker for $38,195.

It may take some doing to convince buyers that a vehicle wearing this badge is a value proposition when priced north of $30,000.

Motor Trend certainly stirred up things with their Lexus vs. Hyundai test, but the bigger issue is this: Most of the full-sized crossovers are very, very good these days.

Competition is white hot in this category.

Go out and shop for Pilot, CX-9, MDX, Acadia, Enclave, Tribeca, and Highlander and you'll find all of them compelling.

Any of them will give the aging RX a run for its money, especially when money is a factor.