You just described Lexus up until a few years ago! Not until maybe 5 years ago, many Lexus look just like a Mercedes. VSC, TRAC, Multi-terrain select, pre-collision system, active headrest, etc.. Only in recent times have you seen Lexus have "breakthroughs" such as hybrid technology, VDIM, 8-speed auto tranny, engine technology (as in building class-leading power), etc.. And out of all of this, hybrid technology is really the only one that you can consider as a first by a long shot over the competition.
Actually, for me, i don't care if they are first or last, i just want the technology to work well and be reliable. So, from that standpoint, i prefer the turtle method of Lexus (and now Hyundai?)...cheaper and more reliable...that is more money in my pocket!
Of course, there is one thing that Hyundai has a long way to go...and that is luxury and refinement. I have sat in the Genesis a few times...it just does not impress me with either design nor materials. The ambience is not there. Materials feel cheap...basically, Hyundai can't hide the "you get what you pay for." Back years ago, Lexus interior was boring but rich in texture and materials. Lexus may have lagged behind in exterior design and performance, but you can always count on an elegant rich interior. You can't say the same about today's Hyundai. Telemetics were also a Lexus strong point...easy to use NAVI and amazing sound system. Hyundai got the sound system already with the Lexicon...a very good system! However, the NAVI part is just still not intuitive. The interface is also not all that great...the steering wheel controls look like a Kia. This is all based on my Genesis experience...so, hopefully, the Equus will be much different.