It's supposed to be a joke. Do you really think you'll see the Santa Fe in a comparo with, IIRC, the BMW X5 as in the commercial?
Manufacturers have used this tactic for years, it's far from anything new. Nissan used it in commercials for the 1993 Altima (IIRC, it was "Presenting the $20,000 Mercedes-Benz/BMW/etc.), and for the 1998 Altima they advertised all the space advantages it had over BMWs and Mercedes-Benzes. Subaru used it when they introduced the 2005 Legacy/Outback, and how it was faster/pulled more g's in cornering/had more ground clearance than Porsches or Ford Explorers (depending on the model, of course). VW just recently used it for the Passat V6 when they had an ad saying "Dear BMW/Mercedes-Benz/etc. owner: I'm sorry I beat you away from that stoplight..." etc.
It works great for the Azera because people that don't know anything about cars even talk about "that car that parks itself." Frig, it's featured in newspapers frequently...and not even just in the Autos sections.
