REPORT: Hyundai Equus coming to the States in July 2010, priced under $60,000
2010 Hyundai Equus - Click above for a high-res image gallery
According to an anonymous source at Hyundai, buyers in the U.S. will get their first crack at the Hyundai Equus sedan beginning next July, with a cost of entry somewhere south of $60,000.
The Genesis-based sedan, which stretches a little over seven inches longer than Hyundai's first attempt at entry-level luxury, is available in Korea with either the Genesis' 3.8-liter V6 or 4.6-liter V8. However, Stateside buyers will only be able to purchase the bent-eight model when sales begin next summer.
Hyundai's primary aim with the Equus is to compete with the similarly priced Lexus LS460 ($64,700), while offering more luxury amenities including reclining rear seats, massagers and LCD displays. According to Rick Case, the owner of six Hyundai dealerships in North America, "It won't be a volume model for us. It will be a halo car for the brand." If you want to scope out the Korean-market Equus before sales begin next year, 100 sedans are currently available for evaluation at dealerships across the country.
Gallery: New York: Hyundai Equus
[Source: Autoweek]
Get a WordPress.com Blog
Reader Comments (Page 1 of 6)
Auari 2:32PM (6/29/2009)
Bring it on, but they sure as hell better update it. To me its the same as a Acura RL
Reply
chconline 2:36PM (6/29/2009)
And the most ironic thing is I see more Acura logos than the one Hyundai logo in the distant background in the photo above. :|
Jei 3:54PM (6/29/2009)
As nice as the RL is; it would be dwarfed by the Equus in size and power. Hyundai is making moves at a time when it seems that it's most targeted market would be most receptive of a lower-priced luxury alternative.
Hyundai is taking advantage of a down market to build positive market perception. And they're making RL's look every bit worth the $35k used sale value that they can be bought at today.
Thunderbuck 7:23PM (6/30/2009)
There's a crazy logic to rolling out a high-end luxury model in these times.
If your neighbor came home in a new S-Class, you'd be all over him for conspicuous consumption in a time of economic crisis.
But if he came home in THIS, you'd applaud his effort to economize. I think that mentality is what's been working in the Genesis' favor.
Who 'Dis? Who 'Dat? 2:34PM (6/29/2009)
A very nice sedan. And resonably priced when compared to it's targeted competition if the information above is accurate.
Reply
Protzenegger 2:33PM (6/29/2009)
While I can't see myself ever dropping 50 large on a Hyundai, I applaud their efforts, and think the Equus will find plenty of buyers. If Lexus can sell a glorified Camry for $32K base, there's a market for this, too.
Reply
paul34 3:03PM (6/29/2009)
Even though I believe the ES is an old person's car, have you driven one? It's significantly different enough from a Camry to be more than just a mere rebadged model.
Luis 3:47PM (6/29/2009)
And comparing this to an ES/Camry is just dumb. The LS has no clone.
zamafir 4:50PM (6/29/2009)
"Even though I believe the ES is an old person's car, have you driven one? It's significantly different enough from a Camry to be more than just a mere rebadged model."
Yes I have. No It's not. that's what Lexus and Infiniti still don't do well, they don't place their bread and butter cars on different enough platforms. If you sit in a jetta or passat than site in an a4 or a6 nothing feels the same. It's not the exact same center stack with different colored plastic, the boyd lines aren't the same, it's not flagrantly obvious someone took the same car and added a different nose and tail (most obvious with lexus).
Not that it matters, lexus is doing quite fine with sales, their customers buy the cars because they're reliable and because there's an L on the front grill, in short, the exact same buying habits they followed when purchasing mercedes products before them.
I'm not sure how well this car will do. America very clearly explained with the sales of the phaeton that brand name is most important when purchasing a luxury car, not features, not fit and finish, not interior quality or power, brand recognition. Which, oddly, is why toyota can get away with selling a warmed over camry. And more power too them, it keeps the germans competing with each other.
Protzenegger 4:52PM (6/29/2009)
paul34 - I haven't, although from having driven other Lexuses I'm sure it's a proper car in its own right. My beef lies with its yawn-tastic exterior styling, which isn't hugely different from the model on which it's based.
Luis - I'm not comparing this to the ES. What I said was, the success of Lexus has demonstrated that people are willing to pay good money for Asian luxury. Hyundai - which was once derided but is now a solid competitor - will be no different.
tanooki2003 4:02PM (7/01/2009)
Technically the Lexus was the more matured version of the popular Toyota classic, the Cressida. It has no resemblance to the Camry in any way except for the Toyota badge. THat kind of comparison and statement is almost as ignorant as that ignorant doofus who said that the Hyundai Genesis is nothing but a rebadged Elantra a few posts back.
chopper 3:36PM (6/29/2009)
I think they are a long way off from overcoming their stigma here in the US.
People think Hyundai, they think cheap Korean cars... with not the best looks or reliability.
You'd have to REALLY not care what anyone thinks to drop 60+ thousand dollars on one of these cars.
That being said, they do look nice.
Reply
P.V. 3:42PM (6/29/2009)
I agree. Because of the dominance of Toyota and Honda in Hyundai's core segments, most target customers don't actually test drive the cars but simply go out and buy another Corolla or Camry. Thus, despite lots of evidence to the contrary, the Elantra, Sonata, and Azera are considered second-rate compared to the Corolla or Camry, while the Genesis is considered a cheap knock-off of a Lexus.
ryuryuryturtuy 4:49PM (6/29/2009)
"I agree. Because of the dominance of Toyota and Honda in Hyundai's core segments, most target customers don't actually test drive the cars but simply go out and buy another Corolla or Camry. Thus, despite lots of evidence to the contrary, the Elantra, Sonata, and Azera are considered second-rate compared to the Corolla or Camry, while the Genesis is considered a cheap knock-off of a Lexus."
Sorry to break it to you but no one consider these cars second-rate compared to their Japanese counterparts other than an alternative. And about the Genesis being a cheap knock-off, can a cheap knock-off car be COTY?
hypermiler 2:37PM (6/29/2009)
I guess the Hyundai chairman is losing it.
That makes Hyundai's future look bleak, as his son(Kia President) expected to take over the group after Chairman Chung's retirement isn't that bright...
Reply
Al 2:37PM (6/29/2009)
I smell VW phaeton all over again, except VW is better respect, and received despite the fact all the great strides Hyundai has made.
Reply
GTX141 2:47PM (6/29/2009)
Exactly!!! Howcome when VW sold the Phaeton, everyone knew it would bomb. Yet, so far on here, all the comments I've just read say this is a smart move by Hyundai!?!?!?!
Huh?!
VW has way more brand cache than Hyundai, and they barely sold 1900 Phaetons in two years in the US. Why in the world will this Hyundai fare any better?
Pure insanity!
Psilent1 3:02PM (6/29/2009)
Its not insanity if you think about it. When VW introduced the Phaeton they introduced a car that was at least 30k above their highest priced model. Your right...they had the brand cache but that to high of a jump in price between vehicles.
Hyundai on the other hand has been slowly introducing higher priced vehicles into their line up gradually...which gets consumers used to seeing cars of that brand at a higher price. Its not insanity ...it's smart marketing
Al 3:12PM (6/29/2009)
Actually I think the problem VW had was the fact that Audi had a similar car with the same motor.
BTW at that time VW had a 40k Passat W8 awd.
Throwback 3:19PM (6/29/2009)
Normally I would agree, but look at how well received the Genisis sedan was. Also, the Pheaton was competing with an Audi A8 which made no sense. Lastly I saw this car at the NY show and I have to say I was impressed and shocked! I think the dealer body may hold this car back.