I recently looked at the Sonata to lease. The salesman that worked with my parents and I was very nice, helpful, and not pushy at all. This was our first stop and we let him know that we would be looking at Accords and Camrys and comparing prices/drive/etc. When it came time to get some pricing on leasing a Sonata it was WELL above what we expected. Right before we left, the manager sat down and bad mouthed the other two cars I was about to go test drive (a day of car shopping wouldn't be complete without a little bad mouthing). That coupled with the unnecessary overpricing set a lasting impression for the Hyundai.
Hyundai is well aware that they compete with brands like Honda and Toyota who have a much more competitive history. This dealership knew what they were up against and they should have given a better price. Their price was about 25% higher than the price we got for a Honda Accord (with some bells and whistles and a better warranty) and waaaaay above the Toyota Camry's starting price (and the Camry had nav, sunroof, and a better warranty).
Had they started out lower, they may have gotten our business. In the end, the accord won.