SEMA 2010: Rhys Millen, Mummbles Marketing and DUB bow at the altar of Equus

Ten years ago, when Hyundai came to SEMA for the first time, it did so with Tucson and Veracruz models with wacky appliques. Now, like Jay Z, they've rolled up Big Pimpin' with three Equus luxocruisers dressed and dropped by the likes of Rhys Millen, Mummbles, and DUB magazine.

The Mummbles Marketing steed, nicknamed the "Elegant Equus," has had its outside, inside, wheels, brakes, suspension and engine reworked. Among the extensive changes are an SPA turbo for the V8 with an S-Max intercooler and wastegate, as well as a Nitrous Express kit blowing out through a Magnaflow system, an Air Lift digital air suspension, Wilwood brakes hiding behind 22-inch Equip E10 wheels, while inside there are gunmetal and burgundy custom leather interior, glowing gauges, and Junction Produce curtains all around.

Rhys Millen is offering an RMR take on the Equus, the third year he's worked with Hyundai to show something off. A more subtle option than either of Hyundai's other big horses, Millen's gone for carbon fiber and blue satin outside on 21-inch HRE wheels with RMR brakes, thirty more ponies under the hood with the RMR air intake, while ostrich leather provides the... goosebumps... inside atop embroidered seats.

As for DUB – well, you know full well what they did: mesh, chrome, 24-inch TIS wheels, "D" logos, nine more speakers plus a couple more amps, blacklights, and DUB edition Monster energy drinks in iced coolers, all drenched in gloss black and matte charcoal. Be honest: you'd have been disappointed with anything else. Find them all in the gallery of high-res photos below.

Photos copyright ©2010 Jonathon Ramsey / AOL