100 Hyundai Equus sedans coming to U.S. dealers
Hyundai Equus - Click above for a high-res image gallery
The Hyundai Genesis sedan has won plenty of accolades since its introduction, and with just over 6,000 units sold so far this year (through April), Hyundai wants a bigger share of the luxury pie. So beginning this summer, the plucky Korean automaker plans to ship 100 Hyundai Equus sedans to the States for display at dealerships throughout the country in order to gauge public reaction. If it wasn't obvious after the Equus' North American introduction at the New York Auto Show, it is now: Hyundai desperately wants to bring the Equus to the U.S., but are Stateside consumers ready for it?
According to Oles Gadacz, a Seoul-based spokesman for Hyundai, the automaker believes the introduction of the Equus, "would decisively shift public opinion in our favor," even more than the Genesis sedan and its coupe counterpart.
While the Equus would go head-to-head with such luxury stalwarts as the BMW 7 series, Mercedes-Benz S-Class and Lexus LS460, it's price-point of approximately $75,000 (according to the USAToday) could still be too high for brand-obsessed buyers. However, the current economic climate could cause consumers to finally look beyond the badge and start considering alternatives that offer all the amenities available from the Germans and Japanese at a lower cost. But Gadasz admits Hyundai doesn't expect the Equus to be a huge seller in the States, saying, "We have modest expectations."
Gallery: New York: Hyundai Equus
[Source: USAToday]
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Reader Comments (Page 1 of 4)
chineyz954 6:09PM (5/07/2009)
No Need!
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wolverinejoe80 10:46PM (5/07/2009)
http://www.rpm9.kr/_UPLOAD/gallery/be8210574ecb9a34bdd9a073b4905c81.jpg
http://www.rpm9.kr/_UPLOAD/gallery/d281f7d332023a0468f58461b6a100b0.jpg
http://www.rpm9.kr/_UPLOAD/gallery/6803f3461aad9af8c1ecec7b8e114ba1.jpg
cream interior
it's definitely missing few buttons though. but overall it's a safe and luxurious design.
wolverinejoe80 1:48AM (5/08/2009)
one thing i'm betting is that it will outsell RL and A8.
Sal Collaziano 2:38AM (5/08/2009)
WolverineJoe, that's a beautiful interior! I would have NO issue owning this vehicle if the price was right. I won't pay the same (or even very close) as what a Mercedes S-Class or BMW 7-Series costs - but get closer to Lexus LS - or better yet - closer to Cadillac DTS pricing - and I'm sold.
If Hyundai wants to succeed with the Equus, there can be NO Hyundai badging on the vehicle (just like the Riviera didn't have Buick badges on it), it must compete technologically with the Mercedes S550, BMW 750 and Lexus LS460 - but be priced closer to a Lincoln Town Car or Cadillac DTS. That is a winning combination which will allow for Hyundai to gather up some premium luxury customers and eventually price the car higher - just like Lexus did with their LS.
Sal Collaziano
http://www.genesisowners.com
Quantumphysics 8:04AM (5/08/2009)
There are so many stolen design elements on this piece of sht it isn't funny.
PLEASE GIVE RR BACK THE SPIRIT OF ECSTACY !!!!
I would NEVER buy one of these. I would never WANT one of these.
I'd take that same money and get a BMW 750 or trade in my S550 for a S63
wolverinejoe80 3:00PM (5/08/2009)
qauntumphysics
i really don't mind borrowing design as long as it is well executed. as matter of a fact, that's what LS is. borrowing everything from germany. hyundai can't be too original in this segment. it will scare people away.
Other Man 6:09PM (5/07/2009)
It needs to be more in the 55K range. At 75K, it would probably be a terrible flop here.
Very nice car. They just need to price it right.
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Victor 6:16PM (5/07/2009)
VW even had trouble at 55-60k w/ the Phaeton, regardless it's as nice as a loaded Audi A8. There's negative brand equity when you attach a "mainstream" brand to upper range vehicles in cost/ price. Hyundai needs to create a new brand.
the vegas style guy 6:43PM (5/07/2009)
I agree, just look at VW's experience with the Phaeton, great car but unrealistic at its price point for the brand. $45-55,000 would be the sweet spot.
jsjs 6:31PM (5/07/2009)
If the Equus is indeed brought to the States, it would very likely start in the low-mid $50k range (can't go by straight currency conversion, otherwise the Genesis sedan would be selling for more here and that's even w/ the US spec Genesis is stripped of some of the goodies that the KDM Genesis has).
At the very least, if Hyundai doesn't completely spin off Genesis as a separate "premium" make, they will do what Toyota did w/ Scion (but in the long if Hyundai is going to be serious about playing in the luxury market, they will have to pony up the dough and invest a couple of billion to develop a luxury dealer network/brand).
As for the Phaeton, it started at about $67k and a fully loaded version went for over $101k - hardly much of a savings compared to the A8.
Jung 6:34PM (5/07/2009)
I doubt this car would be priced at $75k range. At most, I think it would start at the low 50 range, where as Phateon started at mid 60s. But even at that price, it would be a tough pill to swallow for a lot of people. I think they need to make the interior design more unique and increase the opulence. I think the exterior is just fine. It has enough presence and distinctive styling queues.
greyhounds 6:50PM (5/07/2009)
Its a great car but its not going to sell here, since it has a Hyundai badge on it.
acura rl owner 7:37PM (5/07/2009)
isn't this car priced at around 90 k...... not 70
wolverinejoe80 10:02PM (5/07/2009)
i'm sure it will be around 50k base to fully loaded at 58-59k. hyundai is not dumb enough to price this at $75k. and because of a weak korean Won 50k is not that low.
and i think hyundai could sell 400 equus a month if they price it at 50k-60k. basically you are getting ultra luxury flagship for price of 5 and E class. selling 300-400 is doable because more than half will be bought by koreans in LA, san fran and NY.
Other Man 10:37PM (5/07/2009)
The Phaeton was not priced in the 50s. Even so, with inflation, this is an even more affordable proposition.
NicksGarage 6:14PM (5/07/2009)
People wouldn't buy $80,000 VWs, why would they buy $75,000 Hyundais?
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XJ 10:16AM (5/08/2009)
Because USA Today is just quoting what it would cost in U.S. dollars if they converted the price of the Equus in the Korea straight to here. It doesn't happen that way. Even the Genesis costs up to $65k in Korea and that's just for the V6. Expect the Equus to go for something close to $50k here in the U.S.
sam 6:21PM (5/07/2009)
I would be shocked if they even sold a single one of them over here. That is the image obsessed end of the market, and who the hell is going to buy a Hyundai as an aspiration car? And can you imagine the depreciation?
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brent431 6:18PM (5/07/2009)
Hyuandai ,learn from the past. VW has done this before you. Phaeton was a major flop. Do you really think a person that spends 75-k on a car wants to rub elbows with a Sonota or Accent buyer in the service lane?
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Rar 6:19PM (5/07/2009)
* world 10 best engine
http://wardsauto.com/reports/2009/tenbest/best_engines_2009_081205/
* Top safety pick (it share same platform with Genesis Sedan-Top safety pick by IIHS-)
http://sev.prnewswire.com/auto/20090226/LA7613026022009-1.html
* Lexicon audio
The only other car with a Lexicon audio system is the Rolls-Royce Phantom(MSRP $340,000). So it's in good company.
http://www.hemagazine.com/Lexicon_Hyundai_Genesis_Audio_System
Harman also supply their audio system 'Mark Levinson' to Lexus 'LS'.
But, Lexicon(Audio system of Hyundai Genesis. The only other car with a Lexicon audio system is the Rolls-Royce Phantom) is their most top(ultra luxury) device.
* Cool Gadgets
massage chair, theater, and so on. all cool gadgets include in it.
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