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

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

It would need less shiny wheels to be successful.

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.

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.

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.

i'll add some $$ and but an LS460

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

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

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.

This looks disturbing similar to the Buick Lacrosse

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

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.

^you can't read $79,000 is price for korean market US market, it should cost similar to 5-series

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

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.

this design fit buick more than hyundai

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

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.

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

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