Hyundai Equus Luxury Flagship Planned for U.S. Entry - report

Edmunds.com Straightline / Hyundai Equus at New York Auto show 2009

By Thami Masemola
April 10, 2009 3:21 PM
Filed Under: Asian, Hyundai, New York Auto Show, Pricing, Rumours

Hyundai unveiled the Equus grand sedan to a surprised audience at the 2009 New York International Auto Show. The Equus has begun selling in South Korea where it is priced at the equivalent of US$79,000. And therein lies the rub. At that price level it would have to lure customers away from vehicles like the Lexus LS.

A source who spoke to Inside Line on condition of anonymity said the chairman of the US operation wants the Equus in the US but it won't arrive there for at least another two or three years. Instead of the Korea-spec 3.8-litre V6 or the 4.6-litre V8, the US Equus would use a 5.0-litre V8 'Tau' engine mated with an 8-speed automatic transmission.

The Equus features gadgets like lane departure warning system, a 3.5 inch TFT-LCD display inside the instrument cluster, smart cruise control and an electro parking brake.

Hyundai aims to enter the US market at around US$50,000 with the Equus and is keen to gauge public reaction to it, especially in relation to pricing. The Equus would give fans of the Genesis sedan something to move up to when they outgrow the new star.

Although the Koreans will eventually step up to the premium segment and challenge the leaders, for now that goal is still some way from being realised.

Source: Edmunds Straightline

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Tags: Hyundai Equus, Hyundai Genesis

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Comments

mnovakowski

April 10, 2009 3:27 PM

It would need awd to be successful. I think this was also an oversight on the Genesis.

thamzn

April 10, 2009 3:31 PM

It would need less shiny wheels to be successful.

Iconic

April 11, 2009 5:19 AM

It would need to be something other than a Hyundai to be successful... for this price.

v6s_stink

April 10, 2009 3:52 PM

Bring it on. The term "luxury car" has been watered down to the point of being nearly meaningless anyway. There are upmarket Camrys wearing Lexus badges, V6's, FWD's, V6-FWD's, SUV's and crossover thingys all pretending to measure up. Coming from South Korea can't make a vehicle any more irrelevant than these.

alamak

April 10, 2009 5:11 PM

its selling in Korea for appr US79K, and Hyundai expects to bring it here selling it for US50K with a bigger engine? Where is the profit margin? Do they expect to lose money just to gain market share? For US50K will lure some buyers off the Lexus LS, but if its around 10K less than the Lexus, I doubt it will have people buying it. Let's face it, if you can afford this kinda money, you wouldn't mind paying a little bit more for a Lexus.

politz

April 10, 2009 5:51 PM

Don't worry, the american market ALWAYS get better pricing, even when compared to the actual car's home market... mainly due to lower taxes... the previous-gen golf that was sold in the US was made in brazil, and stickered for around US$25,000 there and just around US$15,000 in american showrooms.

politz

April 10, 2009 5:53 PM

And by the way, I do believe that a 10K price advantage, when mated to a stronger engine and surprising content, is just enough to lure buyers off the Lexus.

Siawa

April 10, 2009 6:32 PM

Hyundai is the new Lexus ;)

GRAVE

April 10, 2009 7:27 PM

i'll add some $$ and but an LS460

ubercool

April 10, 2009 7:56 PM

There has been a typo, this is the new Mercedes E-Class isn't it???

andy

April 10, 2009 8:02 PM

you guys just dont need to talk crap about this car, when lexus came out 15 years ago, they also gave it bad comment, so what now ? dont judge something too early

sovietmole

April 11, 2009 1:12 PM

I don't see extreme bling, bloated body, copied designs on old Lexus. But OMG, I see the spirit of ecstasy imitation here..

NardoW12

April 10, 2009 9:11 PM

if it's wearing the Hyundai badge then it's not a luxury car, maybe it can be a luxury car wanna be. At least Toyota spent more effort and created a separate brand Lexus to fight the luxury car market.

siu16

April 10, 2009 10:04 PM

This looks disturbing similar to the Buick Lacrosse

foose1397

April 11, 2009 1:07 AM

Im sorry i just don't see how this is going to work. People who can afford this price point want tech and all the goodies to. Plus unique ride quality. This isn't saying Hyundai's don't drive well however i can buy a a8 for a couple thousand more. Which do you think i am going to choose??????

If you can spend 80g's on a car a thousand + is a piss in the bucket

Edited by user on April 11, 2009 at 1:08 AM

NardoW12

April 11, 2009 7:02 AM

Article says Hyundai want to price this around 50K USD, but still, if I'm looking to spend 55K(after options) on a car I will be looking at BMW, Audi, Benz, or Infiniti. Plus in this kind of economy situation we are in now, anyone who want a luxury car is most likely able to afford something more expensive and will never land their eye on Hyundai.

CarLife

April 11, 2009 4:46 AM

Does Hyundai realize there used to be a VW Phaeton in the US... The problem isn't the car, its the brand perception; even Toyota realizes that it's LS needs to be sold as a Lexus and not Toyota.

NardoW12

April 11, 2009 6:57 AM

Hyundai was success in the US market not because how good their quality is but for the cheap price tag they have. The Volkswagen Phaeton was a similar situation, however, I would say that Phaeton was a much much better car(it's like a close relative to the A8) than this Hyundai we are talking about and the Volkswagen brand name is at a higher level compare to Hyundai too.

joshg_5

April 12, 2009 3:39 AM

How do you know the Phaeton is a better car? Have you driver either? No.

People have that perception because of the brand image that VW has developed, no more.

Edited by user on April 12, 2009 at 3:41 AM

kattanh3

April 11, 2009 7:45 AM

for 50K, there's a big market for it especially from people who are not looking for the speed and performance but rather the 7-Series / S-Class / LS / A8 experience... on budget

joshg_5

April 12, 2009 3:37 AM

Exactly. And that's why they've built this car. People are very ignorant to what Hyundai can do now. This car is great!

Orfeifei

April 11, 2009 9:31 AM

No worry, dude. Low-end brands(not mean to insult anybody, just in regard to its marketing strategy) like Hyundai need to do something to furnish their brand image, making such a "luxury" car is their first and necessary step. Yet whether it can success or not is certainly another story.

In the beginning of the 90s Japanese luxury subsidiary brands like Lexus, Acura,Infiniti,Eunos,etc. come out, among those how many of them really succeed now? Acura and Infiniti became a domestic US brand instead of a global brand while Eunos had disappeared long time ago.

Every time when there is a new challenger, like Equus this time, maybe we can give some time and encouragement to these new experimental models. After all Lexus spent its almost 20 years striving a place next to Mercedes and BMW and became a real threat to the Mercedes and BMW, why can't we await the rise of another new brand to join the rivalry? As a buyer, I think what we like most is to see the quality-to-price ratio is high yet it would not be happen unless there are always competitive up-coming brands to have a try to outsell the mainstream premium brands.

tarig

April 11, 2009 2:20 PM

this design fit buick more than hyundai

mmr66

April 11, 2009 9:06 PM

...................well at least they are trying....

Schizo0223

April 11, 2009 9:12 PM

Big cabin, smooth engine, "luxurious" appointments, decent reliability, big warranty(this part is the most important)....price it right and for the new generation of retired Americans and corporate limo fleets this is their new Lincoln Town Car! Looking forward to seeing lots of black Equus's at airports soon.

SpeedFreak15

April 12, 2009 7:34 PM

haha good one Schiz0223 i agree i wouldnt mind being dragged around town in one of those. :)

Max_Speed

April 12, 2009 10:02 PM

Why would someone buy something like this instead of a Mercedes or a BMW ?

128ferg128

April 13, 2009 3:57 AM

Because the hypothetial customer may not want a Mercedes or BMW.

Schizo0223

April 13, 2009 6:57 PM

SpeedFreak15...better than being picked up at the airport in a 10year old Towncar. The limo (I'm not talking about the stretch limos) industry needs a decently priced alternative to replenish their fleets. This could be it.

Grey

April 15, 2009 4:44 AM

If u want cheap speed go for a Maxima or a Pontiac G8! They are aiming for the Luxury market. Anyone in that league who shows up in one of these at the country club will be laughed out the service entrance (exit)LMAO ROFL!!!! Their Genesis project is a big flop as is now they want an even bigger flop?! LOL

azoutoguy

May 26, 2009 8:14 PM

to those who say the Genesis is a big "flop", i gotta ask what rock you've been living under? Lets all be fair here people. If you haven't driven it, let alone seen it in person, than let's hold our judgement till we've seen it in person and driven it. I will admit that i prejudged the genesis, but after seeing it in person, than driving it and seeing all the car offers for the money, the Genesis is a great car! Now are there things that could be better? yes of course there are, but you could say that about ANY car entry level or premium. The first Lexus(toyota) had it's share of haters...well who is laughing now?! Cars and their brands "evolve" with every new model...some have gone forward and some unfortunately seem to be going backwards. Hyudai is undoubtedly moving forward! Let's remember beauty is in the eye of the beholder, i mean there are people that bought the Pontiac Aztek for Gods sake, and some of these people bought that car because they like the design and it fit their needs and desires! I studied and even worked as a car designer for a little while, and pontiac was always a topic of discussion. All the students could not understand how GM could ok some of these "tacky" designs?! to that our professor told us, because there are places where people like and wanted them!

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