Hyundai Equus Heading Stateside in 2010

2010 Hyundai Equus
2010 Hyundai Equus

Will Americans buy it?

Hyundai has officially confirmed the luxurious Equus sedan will be launched in the United States.

Set to go to on sale in late 2010, the Equus (it will be renamed for the US) will attempt to compete with premium models from Lexus, BMW and Mercedes.

Hyundai's American president and CEO, John Krafcik, said "We showed the car (the Equus) at the New York Auto Show earlier this year, and the response was fantastic. Since then, we've had a fleet travelling around the country, capturing input from our dealers and consumers. Here, too, the response was extraordinarily positive, and similar to the market reaction to the award-winning Genesis, so we've decided to bring it to the U.S."

Look for official specifications and pricing information to be announced closer to Equus' US launch date.

Source: Hyundai Motor America
Published Aug 13th, 2009 8:59pm By Michael Gauthier
Posted in:

Hyundai is shaking things up at the annual Pebble Beach Concours d'Elegance by announcing its intention to launch its most premium luxury sedan in the U.S. next year.

Hyundai's flagship, badged as the Equus in the Korean market, will be on display and on the roads surrounding the annual gathering of collectible classic luxury automobiles throughout the week, giving attendees a glimpse of the company's most prestigious model.

"We showed the car at the New York Auto Show earlier this year, and the response was fantastic," says John Krafcik, Hyundai Motor America president and CEO. "Since then, we've had a fleet travelling around the country, capturing input from our dealers and consumers. Here, too, the response was extraordinarily positive, and similar to the market reaction to the award-winning Genesis, so we've decided to bring it to the U.S."

Hyundai's flagship sedan, developed under the codename "VI," launched this year in Korea. The Equus nameplate used there has adorned the company's flagship model for 10 years, where it enjoys a reputation for quality and luxury in a place where Japanese and European luxury marques such as Lexus, BMW and Mercedes are coveted.

Here in the U.S., the runaway success of the 2009 Hyundai Genesis, which has garnered worldwide critical acclaim and remarkable sales success, gave Hyundai reason to consider expanding its brand further into the upper echelon of automotive luxury. But it was dealer and consumer response to a summer-long tour that saw Equus sedans visiting Hyundai showrooms across the country that solidified the decision.


Hyundai's new flagship sedan is built on Hyundai's all-new, innovative, premium rear-wheel-drive architecture, shared with the North American Car of the Year Genesis sedan and the performance-focused Genesis Coupe.

The new sedan will be sold in the U.S. beginning in late 2010. Pricing, packaging, specifications, and the final name of the car for the U.S. market will be announced closer to launch.


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Comments (28)

cngjswns cngjswns
When I saw pictures of Genesis.. I thought it copied all the German cars on market.. However when I actually saw it on the road, I thought I was wrong.. So.. I want to see it on the road first before I say it is a copy cat..
Sep 12th, 2009 4:18pm
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qorkdals qorkdals
Hey, I just found out this site. Just to let you know, I'm a korean. Anyway, I do agree that this car looks abit like this and that, but hyundai equus's design was shown at about 2008 may in korea. Please, hyundai anti-fans,,, Hyundai didn't have a chance of copying the cars youguys mentioned. Also, though korea is a non-English contry, we learn english from 1st grade in elementry school, and less than 30%of koreans don't know english now. I know what you guys think when you hear the name Equus. I know that it mentions nude daniel also. But, please. Don't hate hyundai just because it's a hyundai. Every other companies take hints from other companies also don't they?
Aug 28th, 2009 11:05pm
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Soorena Soorena
why they call it Equus? they should call S-class!
Aug 17th, 2009 5:51am
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pscs pscs
Ha - they realised the name is ridiculous. "Equus" may fool non-English buyers (like in Korea) who think it's exotic but this is the most stupid name out there.
Aug 15th, 2009 11:00pm
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astroturf777 astroturf777
would you like to be trying to sell one second hand?? resale will be the killer - it's still a hyundai
Aug 14th, 2009 5:48pm
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pscs pscs
wow. there you go... hyundai exploited.
Aug 15th, 2009 11:01pm
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OlivierF OlivierF
I love the exterior! Looks like an S class with some LS features. And the back looks just like the new Buick Masturbation (Lacrosse in French :P But the interior is a big dissapointing - at least on pictures. Too much wood. They need to reduce the amount of wood on the dash and make it sleeker, not bolder.
Aug 14th, 2009 8:59am
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master_sp master_sp
Yay, brand new S-class! :D :P Geez, more imagination please... These Kia and Hyundai designers... :P
Aug 14th, 2009 6:55am
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Edison Edison
Looks like a last-gen Acura RL rear-ended a last-gen Lexus LS (featuring an MB grill). Probably great bang for buck though, which is what I think Hyundai is aiming for.
Aug 14th, 2009 6:48am
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A Hyundai will always be a Hyundai! Agree anyone? as they only know how to copy Mercedes and now Lexus too!
Aug 14th, 2009 5:24am
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car-o-bar car-o-bar
I also see some new E Class design and some future CLS class styling towards the rear three quarter. Over all a nice presentation, imitation is the best form of flattery, nothing wrong with it. Lexus was chasing Mercedes in its initial days and Acura was chasing BMW, and look where they have come today. Even infinity follows BMW.
Aug 14th, 2009 5:05am
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McNamara68 McNamara68
great points. clearest example of lexus shamelessly copying merc can be found by googling the Merc W120 S-Class Coupe and the LS430 (previous generation) and looking at the front ends side by side. most blatant rip off in automotive history.
Aug 14th, 2009 9:58am
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Get_real Get_real
no disagreement about first generation LS! But they clearly moved past that point. You can hardly call the current one a copy of an S-class. And to be really honest, I prefer the latest LS over current S-class. Looks more classy!
Aug 14th, 2009 6:32pm
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BavarianMS BavarianMS
Mercedes copycat.
Aug 14th, 2009 5:02am
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Gh0st Gh0st
S class exterior and Porsche elements on dash bord
Aug 14th, 2009 4:22am
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Dragos_DreS Dragos_DreS
How many other cars in the Hyundai Equus design do you see? i think thats what the title should be called....
Aug 14th, 2009 3:16am
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scalafragus scalafragus
When I saw the small picture on the main page, I thought it was a tuned up Pontiac G8....Looks good. A luxury badge probably wouldn't hurt Hyundai, everybody else has one.
Aug 14th, 2009 3:13am
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Lemon Lemon
I thought the same thing! I wonder if it will go like hte G8 too... Hyundai is doing a pretty good job redefining itself. I'm impressed.
Aug 14th, 2009 4:04am
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sideskraper sideskraper
Of course this will be marketed independently of the Hyundai brand. There is a fairly good precedent/example in Lexus and a couple of mediocre but still successful examples in Infinity and Acura.
Aug 14th, 2009 2:47am
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scratchy996 scratchy996
anyone else sees a resemblance with the S Class ? i saw this car(or a similar Hyundai) on the TV show "Leverage" and every time it appeared on the screen i thought it was a Merc S class.
Aug 14th, 2009 2:46am
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jalmonte91 jalmonte91
Totally agree with the person above me. In order for Hyundai to compete they need to come with a separate brand! I do love the emblem on the steering wheel.
Aug 14th, 2009 2:35am
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scratchy996 scratchy996
not another rebadging job, please. Hyundai is trying to move upscale, cars like this will only help them improve their image, they don't need to invent another brand for that.
Aug 14th, 2009 2:57am
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jalmonte91 jalmonte91
Yes they do, they are not making the rest of the lineup this upscale, so it doesn't make sense to put these cars on the same brand as those other cheap cars!
Aug 14th, 2009 4:59am
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skychao skychao
while what you say does make sense, and they have indeed considered it. there is the cost involved that simple is not viable in this time and age. such as new dealerships, and what not. i believe they're simple moving their entire lineup more upscale. all their new cars are moving in a good direction
Aug 14th, 2009 12:29pm
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DeRay DeRay
I don't think they need a new brand either. I think people get caught up on the brand names anyway. They are trying to make affordable luxury vehicles they are like the "payless shoes" of the car industry "you could pay more but why?" Let the people who worry about a brand names buy something else but for the people who just want good quality and the name doesn't matter then they will get the genesis or the equus.
Aug 18th, 2009 12:31am
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audilover audilover
While Hyundai should be lauded for its efforts with the Equus, the US market has its limits. Lexus was a success because it was NOT branded as a Toyota. People will be unwilling to spend the type of money that Hyundai plans to sell the Equus for simply because it's a Hyundai. People are more willing to spend on a VW than they are on a Hyundai... and the Phaeton was still a bomb in the U.S. (even though VW plans to bring it back).
Aug 14th, 2009 2:21am
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car-o-bar car-o-bar
Hyundai now has a confusing line up. Accent, Elantra, Sonata, Azera are quite okay as far as categorization is concerned. The Genesis and Equus are confusing the customers, and then they have Kia lineup. I think Hyundai should start a new near luxury brand and put Genesis and Equus in that brand to compete with the likes of Lexus, Acura, VW, Infinity, SAAB, Cadillac, Buick, and Lincoln. Please leave the REAL luxury to the Germans: Audi, BMW, Mercedes.

I have always driven brands that are considered Luxury, and only the German brands listed above. In the future I might consider a Lexus or and Infinity, or an Acura, even Cadillac or a Lincoln, but never a Hyundai. Although I like the Equus a lot, and regard the Genesis, I perhaps shall never buy one because of Hyundai's brand positioning (nothing wrong with it but does not match my lifestyle.) However if the Genesis and Equus were sold under a different brand with a positioning similar to say Lexus, they could end up being on my shipping list.

Aug 14th, 2009 2:17am
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sideskraper sideskraper
can't wait to see how it behaves in the real world
Aug 14th, 2009 2:15am
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