2011 Hyundai Equus

Hyundai surprised the automotive world when displayed the 2010 Hyundai

Equus at the 2009 New York Auto Show. A super-luxury sedan boasting a

price tag near six figures and the sort of luxury amenities expected of a

Mercedes-Benz S-Class, the Equus has been sold in Asian markets for several

years. But the company now has plans to sell it in the U.S.

The success of the Hyundai Genesis sedan, however, has the Korean

automaker thinking big. If Americans will embrace the Genesis as a Hyundai

luxury car with a price tag as high as $40,000, some ask, what's to stop

them from embracing a more luxurious model a step up the food chain

wearing a Hyundai badge?

What the Auto Press Says

When Hyundai first announced it would build the entry-level luxury Genesis,

most in the automotive press assumed the automaker was preparing to spin

off a separate luxury brand, much as Toyota did with its Lexus nameplate.

Many were skeptical when the car appeared at Hyundai dealerships.

Several months, thousands of successful sales and one North American Car

of the Year award later, the gamble seems to have paid off. The Genesis

offers some equipment found only on $50,000 luxury cars in a $32,000 to

$40,000 price range. American are buying it despite the lack of a luxury

badge. The Genesis appears to be convincing skeptical auto writers and

skeptical car shoppers that Hyundai can build a bargain luxury car.

The Equus strikes many in the press as another big gamble. In Asian

markets, this car is sold as an alternative to the Mercedes-Benz S-Class and

Lexus LS - a super-luxury car with a sticker price approaching six figures.

Would Americans accept a six-figure Hyundai?

Perhaps we won't be asked to. Rumors say Hyundai may try to bring the

Equus stateside in the $50,000 to $60,000 range.

That would make the Equus the next logical step after the Genesis. The

Genesis succeeds by offering a BMW 5-Series-like experience for the price of

a 3-series. Might the Equus pull of the same trick a step down, bringing 7-

Series size and luxury into the 5-Series price range?

Here is what the press has to say about the coming Hyundai Equus:

•"In Korea, Equus is powered by a Lambda 3.8L V-6 (290-hp/264 lb-ft) and

Tau 4.6L V-8 (375-hp/333 lb-ft) and features a handsome design. Its exterior

is matched with many highly advanced creature comforts and safety options

as well. There's even talk of a bigger 5.0L Tau V-8 coming to the model

range for added performance." - Motor Trend

•"In addition to the big mills, it'll get an 8 speed automatic transmission,

Lane Departure Warning System, Vehicle Stability Management System and

Pre-Safety Seatbelt System." – Jalopnik

•"The cabin where the Equus shows that it's truly meant to do battle against

the likes of the Mercedes S-Class, Lexus LS and BMW 7 Series. All the toys

are present: push-button start, a console-mounted control interface for the

in-car systems, classy wood accents, upmarket switchgear, and even Grey

Poupon snack trays for the rear passengers. Oh, those rear passengers get

massaging back seats, as well. It's very impressive looking and it stinks of

quality. If Hyundai ever decides to gamble and attack the next price segment

up from the Genesis sedan, they clearly have the ammo to do so. The Equus

is the real deal." – Autoblog

•"In Korea the car starts at the equivalent of $96,000, and taking on the

Benz S-Class in America is not what Hyundai has in mind. At least not yet.

Hyundai hopes to get the price down to near $50,000 in the States, where it

would give Genesis sedan owners a car to move up into." – Edmunds

Key Details

The Korean-market Equus is offered with a version of the 4.6-liter Tau V8

that has impressed reviewers in the top-of-the-line Genesis, as well as a

version of the Lambda 3.8-liter V6 found in the less-expensive Genesis

model. Most auto writers believe the V8 will come stateside, but many doubt

the V6 will. Instead, a larger 5.0-liter V8 is reportedly in development.

All engines will use an electronically-controlled 8-speed automatic

transmission that can be manually shifted.

The Equus, like the Genesis, is not yet offered in all-wheel-drive. Inside, the

car is designed to look and feel like a six-figure super luxury sedan, even

though it may ultimately carry a pricetag barely more than half that amount.

It features soft-grain leather throughout (the same as that found on upgrade

packages for the Genesis), the same 17-speaker Lexicon sound system,

massaging seats at all four seating positions, polished walnut trim and even

an iDrive-like driver interface to control climate and entertainment functions.