• Jun 15th 2010 at 2:57PM
  • 71
2011 Hyundai Equus – Click above for high-res image gallery

Hyundai America CEO John Krafcik is rarely one to hold back his opinions, and today's topic of discussion is marque's upcoming Equus luxury flagship. Hyundai has moved up in the automotive ranks so quickly over the past 15 years that many people have wondered if the brand is overreaching with the Equus.

Krafcik addresses the obvious comparison to the U.S. market failure of the Volkswagen Phaeton. The way Krafcik sees it, VW skipped a few pricing steps going straight from the Passat to its ill-fated Phaeton range-topper, noting that there was a much larger gap between the Passat and the Phaeton than there will be with Hyundai because they've taken the trouble of bringing the Genesis sedan and coupe to market – the former of which verified that consumers are willing to pay $40,000+ for a Hyundai.

Of course, that's no guarantee that consumers will pay $55,000-60,000 for an Equus but it seems more plausible than $80,000+ for a Phaeton. Krafcik also addresses the fact that each Equus buyer will get an Apple iPad with the owner's manual. As he explains it, the tablet PC is meant to provide a more useful resource for people to figure out how to use all the technology in this flagship, hopefully avoiding the pitfalls of some other luxury machines.

The iPad will also have an application that allows owners to schedule service appointments. When the appointed time arrives, Hyundai will send a driver to the Equus owner's home or office with a loaner, and then return the Equus when the work is done. As Krafcik sees it, other luxury automakers have spent millions of dollars to gussy up their dealerships – building things like coffee bars, fancy seating areas and water features. Problem is, nobody really wants to visit their dealer even with those added niceties, so Hyundai plans to remove it from the equation with its pick-up and delivery service. In other words, the ultimate luxury is never having to take your car to the dealer at all. Fair enough.

The Equus goes on sale this Fall.

[Source: Inside Line]


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    • 1 Second Ago
      • 5 Years Ago
      There are several aspects of this car I have no issue with:
      1. The price. People are willing to spend over $40k on a Hyundai, why not $55k? Sure, fair enough.
      2. The power. This doesn't seem like it's meant to be a real sports sedan, which if fine by me. It has luxury cruiser written all over it.
      3. The luxuriousness. The interior looks like a cross between a Lexus LS, a Mercedes S-class, and a Bimmer 7. That's nothing new from Hyundai these days... I digress.

      My main issue with this car is the styling. Just look at it. I dare say, this is hands down the ugliest car in Hyundai's new lineup. Hyundai scored some styling points lately with its Genesis line, and its new Sonata. What happened here?

      Fix the styling, define a clear market, advertise it for what it is, and provide a bargain price. It should sell just fine.


      • 5 Years Ago
      if the equus sales take off like they are thinking they will, bmw, lexus and mercedes could have a huge problem on their hands!
      • 5 Years Ago
      I dont get why the first commenter got his post ranked down so much, that car is truely not very good looking. Maybe some of you need to put it in the perspective of the competition. Go sit in a Lexus LS460 that can be had for around that price and tell me which one is better. Anyways, also speaking of Lexus, they have offered loaner pickup and delivery to a customers home for years, its just not advertised. Go to any dealer and ask them if they'll do that for you if you don't believe me. And yes, I called 3 different dealers and asked one in person here in southern california, and they all said YES they do that for service customers.
      • 5 Years Ago
      I figured as much regarding all he has written when he first introduced the Equus. Still, good on him for defending his product as he did.
      • 5 Years Ago
      11 points out of 10 for Hyundai,AGAIN, this car is going to be a success ,just watch. Most luxury car of the size start out at about $80,000. This is the kind of car the some that the Mercury Gran Marques or Lincoln Town would compete with,however this would be far more sporty yet still the kind of car you can be driven, its not too Flashly not its not completely Conservative.

      One in Dark Navy or Black please,long wheelbase.
      • 5 Years Ago
      Come on guys, don't tell me this is a good looking car !!!!!
        • 5 Years Ago
        get your eyes examined.

        look at the public reaction from youtube link i posted in 1st page. it looks gorgeous in person. way way better than ls460.
      • 5 Years Ago
      I gunna get one just for the IPad.
      Jayden Eden
      • 1 Year Ago
      Is it possible to get wholesale parts at http://www.wholesalesalonequipment.com for my car? I would love it if that's possible.
      • 5 Years Ago
      That is a great family sedan for $60,000.

      I drive, kids in the front passenger and rear drivers side, wife in the recliner seat in the rear. Fantastic. That service policy is very innovative, too. We'll have to see how the engine performs before my interest is sparked.
        • 5 Years Ago
        They allow kids in the front seat where you live?
      • 5 Years Ago
      The launch of this new Hyundai flagship is the next great step in this companies smart,meteoric rise to serious product making.I worked from the early opening of a new Lexus store because I was awed by the product quality and customer service.I knew it was the right personal choice for me because as a car enthusiast,they built the best product,for the best value,with the best high touch service.During my 16 years there,repeat and referals were the reward of long 12hour work days.Providing loaner cars was from 1990 a HUGE selling point which benefitted everyone no matter which model, new or preowned.Our drivers were mainly older retired men who would arrive at your home or workplace with a mixture of new loaner models.So,somebody is bringing you perhaps the model you are interested in for a stress free test drive.I cannot tell you how many wavering people were tipped by pickup and delivery.Time is the ultimate luxury.

      OK, to the car. Nicely done and a great value with seemingly good driving manners.Not the best styling they've recently done but the interior looks fine.On paper it's going to be very competitive and if it does well in testing it will bring in the first intenders/car nutts.Like the majority of it's competitors,it will be leased so the 'rich' will not put real money at risk as they drive their accessory.Some will still strive for the charm of old school status emblems but others would love to prove how 'smart' they are and how exlusive these models will be in the beginning. Nothing kills status more then seeing your flagship look too common.

      Hyundai has proven these last few years they can build good product,market it well and if serviced well, the customers will be there.The I Pad owners manual is simply genius, a forward thinking out of the box way to spread the word of thier car in non car places.This halo car doesn't have to sell that well,just be great enough to be respected.
      • 5 Years Ago
      I really hope to see Hyundai release the genesis and higher priced cars into a separate brand, possibly as the "Genesis" brand. I know it sounds stupid, but it would make a large difference for people who have to drive others around for a job, such a real state agents showing clients around. You don't want your clients thinking your car is just another low end hyundai when it is well finished sedan such as the genesis. I know branding is stupid but it exists for a reason...
      • 5 Years Ago
      I wouldn't mind having this kind of service for my AMG. Although I don't know if I trust some dealership monkey driving my 515hp car. LOL
        • 5 Years Ago
        without crashing that is...
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