It is only the bottom end BMW, Mercedes and Audi which are slightly comparable. Think id rather have an Audi Q3 than a KIA or a 1 series to a Mazda. When you take a step up to the 3 series, C class, ect then there is just no comparison. If you had the choice between a new 3 series or a Hyundai who would pick the Hyundai? In the end it usually comes down to what you can afford.