Hyundai is already well known for the value its vehicles provide to drivers, but according to consumer-research firm Strategic Vision, the brand’s appeal extends beyond its customers’ wallets or pocketbooks and into their hearts. With the Hyundai Santa Fe, Sonata, Elantra GT, Equus and Genesis all leading their segments in Strategic Vision’s Most Loved Vehicles in America list, Hyundai had more vehicles honored than any other auto brand.

To determine its Most Loved Index, Strategic Vision developed an elaborate formula for measuring the depth of owners’ emotional responses to their vehicle and dealership experiences. Scores were calculated on a 1,000-point scale based on responses ranging from “Hate it” to “Love it,” and the topics covered included overall satisfaction, commitment, total top emotional responses, proposed repurchase loyalty and actual repurchase loyalty. With a score of 821 points, the Hyundai Equus not only topped the Luxury Car category but also finished second out of all vehicles in the industry, trailing only the Tesla Model S electric luxury sedan.

“The Hyundai brand has grown beyond its reputation for affordability with modern vehicles that also bring out a lot of passion in their owners, and there’s no better example than the refined and luxurious Equus that first came to America for the 2011 model year,” said Drew Hill, general manager of AutoFair Hyundai, a New Hampshire Hyundai dealer in Manchester. “Even Hyundai’s long-established favorites are offering a lot more than their low price tags might suggest, with the Santa Fe SUV now featuring more passenger space and advanced technologies without sacrificing its smooth ride or fuel efficiency.”

Despite the premium upgrades it has received in the past few years, the Hyundai Santa Fe continues to be a great value for drivers and was recently named a 2014 Best Car for the Money by U.S. News & World Report in the 3-Row Midsize SUV category. U.S. News determined its winners by combining TrueCar.com’s average price paid and Vincentric’s five-year total cost of ownership data with its own rankings based on automotive-press reviews and third-party safety and reliability ratings. For the 2014 model year, the Hyundai Santa Fe is available with new safety technology, including blind-spot detection and a rear-parking assistance system, as well as other new optional features like ventilated front seats, HID headlamps and LED taillights.