Yeah it is a nice looking car. Having worked for Kia and Hyundai, I can understand what you're saying about badge snobbery, however often with them what appears to be value is just cost cutting.
On previous attempts like the original Rio, Accent and the Carins, the paint was shockingly bad, the upholstery was cheap and the overall finish was tinny and plasticy. Not to mention the truly terrible road handling and performance.
True they are getting better, they really excel in the SUV market, there is not a better value choice of off-roaders in the UK. Having personally taken several of them off-road I can tell you they out-perform vehicles twice their price. Although they aren't the cheapest on the market, their likely to be the best value. I'd buy one.
As for their cars, I'd have a long hard look before you decide.