It's hyundai's attempt at going upmarket, Being rear wheel drive and all. I can't believe you realized it just now, since they've been out since 2008??
I believe hyundai got their ass sued by Bentley for 'having wings in the emblem', in the States.
They still have the winged Genesis emblems in their domestic market with Hyundai badge nowhere to be seen.
I test drove the 4.6L(Sedan) one a way back when I was looking for an alternative to the E60 535i. The salesperson offered the 'KDM' badge replacement if the owners felt they can't be caught dead in a hyundai. :shrug:
After test driving it, I thought it was an overall better bang for the buck but decided against it because the car felt HUGE.