Over the past decade they offered lots of standard equipment the competition didn't, with a lower price. Now the competition has caught up, Hyundai's offer very similar equipment, and the price isn't much different. More people care about resale value, the reliability factor, then they do about a longer warranty. Time will tell. How is the AWD in the Tucson better than the RAV4? And the Hyundai's new turbo is less fuel efficient than the NA engines from competitors!
the competition has caught up, so even if you don't purchase a Hyundai/Kia product, as a consumer, you still win.
and you still get much more in this higher trim Tuscon than you do in the top trim RAV4...look up the included feature list online for the Limited AWD 1.6T and then compare it to the Limited AWD RAV4 (don't forget to add the Tech Pkg)...you still get a LOT more with the Hyundai.
sure, some won't care about the features, but saying the Hyundai no longer offers more equipment for less money simply isn't true...in fact, a closer trim to the RAV4 Limited AWD with Tech Package is the Tuscon Premium AWD 1.6T (the base 1.6T AWD trim)...that trim doesn't have leather (which the RAV4 doesn't have), but still has heated rear seats (which the RAV4 doesn't have), it still has the blind spot, lane assist and rear cross traffic alert (which you get in the Tech Pkg in the RAV4), and that trim is $31,299 to the RAV4's $35,845.
the Limited and Ultimate trims in Hyundai's line up offer FAR more features than Toyota offers...you would likely have to move up to the Lexus NX200T to get comparable features (no, i am not comparing the Tuscon to a Lexus, before you go there).