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Old 08-13-2009, 11:54 AM   #1
Hazdaz
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Default 2011 Hyundai Equus luxury sedan


2011 Hyundai Equus luxury sedan






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The Equus is coming here. It is now official.

And most people are guessing a $50 000 base price.
Here is some of the Hyundai PR BS about it:

-Hyundai is shaking things up at the annual Pebble Beach Concours d'Elegance by announcing its intention to launch its most premium luxury sedan in the U.S. next year.

Hyundai's flagship, badged as the Equus in the Korean market, will be on display and on the roads surrounding the annual gathering of collectible classic luxury automobiles throughout the week, giving attendees a glimpse of the company's most prestigious model.

"We showed the car at the New York Auto Show earlier this year, and the response was fantastic," says John Krafcik, Hyundai Motor America president and CEO. "Since then, we've had a fleet travelling around the country, capturing input from our dealers and consumers. Here, too, the response was extraordinarily positive, and similar to the market reaction to the award-winning Genesis, so we've decided to bring it to the U.S."
Here in the U.S., the runaway success of the 2009 Hyundai Genesis, which has garnered worldwide critical acclaim and remarkable sales success, gave Hyundai reason to consider expanding its brand further into the upper echelon of automotive luxury. But it was dealer and consumer response to a summer-long tour that saw Equus sedans visiting Hyundai showrooms across the country that solidified the decision.

The new sedan will be sold in the U.S. beginning in late 2010.
I'm sorry, but I think Hyundai is delusional if they think they are going to sell this car at $50k in this market, and without an upscale name to back it up. VW couldn't do it with the Phaeton, I see no chance in hell that Hyundai is gonna be able to do this with the Equus. And they can't price it that much lower, seeing as how the Genesis is in the $30-40k category.

It's a decent enough looking car - if not very generic Mercedes-Lexus in styling, but how many large upscale sedans can one company have while also trying to sell $15k econoboxs in the same dealership??
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Old 08-13-2009, 12:23 PM   #2
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ill have to check it out... i was very impressed with the genesis.
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Old 08-13-2009, 12:48 PM   #3
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I have a 3-year lease on my Genesis V8 (which has been great so far!) and will definitely check this out once that is up if they keep the price reasonable.... this looks to compete w/ the LS460L with all of the backseat comfort crap... almost like a car to be driven in as opposed to driving yourself... kinda a strange paradox for a Hyundai. As for the VW Phaeton comparison, its a bit off I think as the quality/reliability of H's cars are far above VW. (IMHO) The Genesis is already enjoying MUCH more success that the Phaeton ever did. They actually have a chance of pulling it off I think.
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Old 08-13-2009, 01:08 PM   #4
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Looks pretty good minus the stupid hood ornament.
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Old 08-13-2009, 01:14 PM   #5
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Quote:
Originally Posted by Hazdaz View Post
It's a decent enough looking car - if not very generic Mercedes-Lexus in styling, but how many large upscale sedans can one company have while also trying to sell $15k econoboxs in the same dealership??
It works for Mercedes in Europe.
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Old 08-13-2009, 01:33 PM   #6
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Default Video.//.Speaking of Luxury Flagships

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Hyundai has announced that its Equus luxury flagship is headed stateside in “late 2010.” The New York Times seems to believe that the Equus “is not likely to be called the Equus,” when it arrives. Google the name without “Hyundai” to find out why. So does the rush to market mean Hyundai has abandoned plans for a Genesis-based brand spin-off adventure? Let’s hope so. This is no stretched Azera (it’s a stretched Genesis), but it’s said to be priced starting “under $60K.” Which means Cadillac’s 2012 XTS “flagship” won’t even be a “Hyundai fighter.” How the world changes.
The NYT »

http://www.thetruthaboutcars.com/spe...ury-flagships/
111111
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Old 08-13-2009, 01:50 PM   #7
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If a fleet price can be had at 45k, then this could be a nice Town Car replacement.
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Old 08-13-2009, 01:56 PM   #8
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It works for Mercedes in Europe.
But Mercedes is the other way around... they started off as being a luxury brand and have started with smaller/cheaper cars. If you ask most people (even in Europe), what kind of cars M-Bs makes, luxury is gonna be the first thing on their mind, and then they might remember the A and B-class. They already have the lux-cred.

Hyundai, not so much. I think they can pull it off with the Genesis cuz it is still reasonably priced. But at the $50k mark, cars in that class tend to be more about the badge on the hood than the car itself. Even today, most people in this country think of Hyundai as making small/cheap cars. That is great if you are selling Accents and Elentras, but that would turn off luxury car buyers in my opinion.
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Old 08-13-2009, 04:09 PM   #9
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I think it looks good. If I were in the market for a car like this I would definitely consider it. On top of that I think you'll see a lot of Korean buisnessmen and their wives driving these around. And like Derbagger mentioned. Would be an excellent fleet replacement for all those aging Lincoln Town Cars.
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Old 08-14-2009, 12:22 AM   #10
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there are tons of Equus in Korea - I would probably consider one I am shopping for one.
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Old 08-14-2009, 12:31 AM   #11
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Equus is only for ballers in korea.. i rode in one and damn its SOO nice. if i was older i would def consider one.
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Old 08-14-2009, 05:55 AM   #12
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Originally Posted by Hazdaz View Post
But Mercedes is the other way around... they started off as being a luxury brand and have started with smaller/cheaper cars. If you ask most people (even in Europe), what kind of cars M-Bs makes, luxury is gonna be the first thing on their mind, and then they might remember the A and B-class. They already have the lux-cred.

Hyundai, not so much. I think they can pull it off with the Genesis cuz it is still reasonably priced. But at the $50k mark, cars in that class tend to be more about the badge on the hood than the car itself. Even today, most people in this country think of Hyundai as making small/cheap cars. That is great if you are selling Accents and Elentras, but that would turn off luxury car buyers in my opinion.

There must be demand for the car if they are bringing it over after over a year of consumer clinics and the like. There is another reason, however, why I am sure Hyundai would like to bring the car over, which I will cover in a bit.

I think Hyundai would be able to do what VW was not able to do with the Phaeton for a key reason:

They don't have a division that is already playing in the market that they are trying to now penetrate (in VW's case, Audi already was an established player in the luxury arena. The Phaeton did not offer much that could not be had on the A8. Everyone knew that, and the media did not allow anyone to forget that either). Hyundai does not have this problem.

Same can be said for Porsche, MB, BMW, which have been able to move around into new segments, as long as they has been some common thread tying the cars together (Ex. Porsche - Performance, MB - Luxury, BMW - RWD Driving dynamics, and for Hyundai - bang for your buck).

Another thing on Hyundai's side is the marketing, and the good relatively desireable cars that they are cranking out these days. The Genesis sedan and coupe are both getting great reviews, and unlike Subaru and their forgettable advertising, have equally captivating advertisements to back the cars up, and stay memorable in the conscience of the consumer. Add to this a media that is enthusiastic about the moves that Hyundai has been making as of late, and I think it might lead to success for them with the car, if they are able to keep both the bang for buck quotient and the quality high.

I think the kind of person that would purchase the Equus is not necessarily your S-Class, A8, XJ or 7 series buyer right now, but more someone who may have settled on something else in the price range of the Equus. Perhaps they were considering a luxury SUV or sedan within the price range of the Equus. Other buyers would be current owners of Hyundai cars, who may want to stay within the brand. This, I suspect, is one main reason why Hyundai would love to bring the car over. Once people "graduate" from their Genesis sedans, there is something else they can offer the buyer.

With time, and a few generations of the car to establish itself in the market, the car can start to reach the buyers from the more established luxury brands, just as Lexus is starting to do now, as it is now an established and accepted player in the luxury car game.
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Old 08-14-2009, 06:50 AM   #13
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great car, hope it makes it.
Lexus made it...
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Old 08-14-2009, 07:24 AM   #14
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Looks pretty good minus the stupid hood ornament.
I feel the same. It has nice body lines, but that hood ornament just doesn't fit.
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Old 08-14-2009, 08:31 AM   #15
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Originally Posted by jigga View Post
There must be demand for the car if they are bringing it over after over a year of consumer clinics and the like. There is another reason, however, why I am sure Hyundai would like to bring the car over, which I will cover in a bit.

I think Hyundai would be able to do what VW was not able to do with the Phaeton for a key reason:

They don't have a division that is already playing in the market that they are trying to now penetrate (in VW's case, Audi already was an established player in the luxury arena. The Phaeton did not offer much that could not be had on the A8. Everyone knew that, and the media did not allow anyone to forget that either). Hyundai does not have this problem.

Same can be said for Porsche, MB, BMW, which have been able to move around into new segments, as long as they has been some common thread tying the cars together (Ex. Porsche - Performance, MB - Luxury, BMW - RWD Driving dynamics, and for Hyundai - bang for your buck).

Another thing on Hyundai's side is the marketing, and the good relatively desireable cars that they are cranking out these days. The Genesis sedan and coupe are both getting great reviews, and unlike Subaru and their forgettable advertising, have equally captivating advertisements to back the cars up, and stay memorable in the conscience of the consumer. Add to this a media that is enthusiastic about the moves that Hyundai has been making as of late, and I think it might lead to success for them with the car, if they are able to keep both the bang for buck quotient and the quality high.

I think the kind of person that would purchase the Equus is not necessarily your S-Class, A8, XJ or 7 series buyer right now, but more someone who may have settled on something else in the price range of the Equus. Perhaps they were considering a luxury SUV or sedan within the price range of the Equus. Other buyers would be current owners of Hyundai cars, who may want to stay within the brand. This, I suspect, is one main reason why Hyundai would love to bring the car over. Once people "graduate" from their Genesis sedans, there is something else they can offer the buyer.

With time, and a few generations of the car to establish itself in the market, the car can start to reach the buyers from the more established luxury brands, just as Lexus is starting to do now, as it is now an established and accepted player in the luxury car game.
You make a lot of good points, but I still feel that luxury car buyers are different.
They are fickle.
They are picky.
They are self-centered.
If someone has $50k+ to drop on a car, they aren't doing it for the car itself, since after all, a near-luxury car ($30-40k) is honestly just as good transportation and usually has just as many goodies and gadgets, as a true luxury car ($50k+). I don't think there is another car maker in the US today that is trying to sell as big of a range of cars as Hyundai... their cheapest car is $10k and they are not trying to sell one for $50k+. (you could say that M-B has a huge range in the price of their cars since the C-class is fairly "cheap" at about $35k and their top end models go for well over $100k, but I don't think they are in the same league - people that can afford $100k+ cars don't look at pricetags)

If this was a $50k+ sportcar, I think they would have better luck with it. In the sportscar market, for the most part, if the car can perform, people will buy it - the numbers count, not the oontzy badge. To a point, they don't care what brand is on the hood (SEE: GT-R). Luxury car buyers are a different animal altogether.

I almost am thinking that Hyundai has become too cocky in thinking that this car will actually sell. In Korea, I am sure it sells very well - but then again, that's their home market... people usually tend to favor the hometeam. This ain't Korea, and perfectly good cars sometimes don't sell because the established players have the market locked up. Also depending on what this car comes with, it's doesn't look like the huge bargain that the rest of the Hyundai lineup looks to be.

We'll see what happens - I think at the very least, this will be a really interesting experiment to see unfold. And I personally find it fun to speculate the outcome.

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Old 08-14-2009, 08:49 AM   #16
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But Mercedes is the other way around... they started off as being a luxury brand ...







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Old 08-14-2009, 09:01 AM   #17
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wow they really do need to change the name
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Old 08-14-2009, 09:25 AM   #18
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I'm sorry, but I think Hyundai is delusional if they think they are going to sell this car at $50k in this market, and without an upscale name to back it up. VW couldn't do it with the Phaeton, I see no chance in hell that Hyundai is gonna be able to do this with the Equus.
Yeah, me neither. The Genesis is basically competing with 300C's and well optioned Camry/Accord/Taurus V6's, and 1000 units/mo is not exactly earth-shattering for a car in this price range.

A $50k+ Equus would actually compete with luxury brands, and I suspect a lot of people would rather live with 20k miles on the odo of a BMW 7-series or Lexus LS than a Hyundai badge on the grill.
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Old 08-14-2009, 09:27 AM   #19
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Come on now, how about posting M-B model built within the last quarter-century.

But still, look at that wood inlay... the height of luxury 100 years ago... the plebeian Ford models were relegated to being painted black.
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Old 08-14-2009, 09:38 AM   #20
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It was definitely the most luxurious car in the world when it came out.
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Old 08-14-2009, 11:09 AM   #21
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Yeah, me neither. The Genesis is basically competing with 300C's and well optioned Camry/Accord/Taurus V6's, and 1000 units/mo is not exactly earth-shattering for a car in this price range.

A $50k+ Equus would actually compete with luxury brands, and I suspect a lot of people would rather live with 20k miles on the odo of a BMW 7-series or Lexus LS than a Hyundai badge on the grill.
Incorrect, its actually competing with the BMW 5 series, Mercedes E Class and i've had multiple white, middle aged male owners of BMW, MB, Lexus, Infiniti stop me to ask a LOT of questions about my car with rapt interest, its pretty fascinating. I think with the current economy a lot of ppl are looking at the Genesis with keen interest for their next purchase or lease, and with the standard Hyundai USA 100K mile 10 yr powertrain warranty, it destroys the competition in that regard as well as price (undercutting the competing cars by $20-30K)

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Old 08-14-2009, 11:11 AM   #22
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Nice try, but owning a car near the end of the 19th century is the equivalent of a rich man owning a Gulfstream jet in today's money, so the Benz patent Moterwagen was still a 'luxury' car even 100 years ago.
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Old 08-14-2009, 12:52 PM   #23
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Incorrect, its actually competing with the BMW 5 series, Mercedes E Class and i've had multiple white, middle aged male owners of BMW, MB, Lexus, Infiniti stop me to ask a LOT of questions about my car with rapt interest, its pretty fascinating. I think with the current economy a lot of ppl are looking at the Genesis with keen interest for their next purchase or lease, and with the standard Hyundai USA 100K mile 10 yr powertrain warranty, it destroys the competition in that regard as well as price (undercutting the competing cars by $20-30K)

nice ride!
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Old 08-14-2009, 12:57 PM   #24
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Yeah, me neither. The Genesis is basically competing with 300C's and well optioned Camry/Accord/Taurus V6's, and 1000 units/mo is not exactly earth-shattering for a car in this price range.

A $50k+ Equus would actually compete with luxury brands, and I suspect a lot of people would rather live with 20k miles on the odo of a BMW 7-series or Lexus LS than a Hyundai badge on the grill.


im with this guy
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Old 08-14-2009, 01:13 PM   #25
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It looks great, as does the Genesis, but I think the real question is if Hyundai is spreading themselves out too far, too fast. 5 years ago their entire fleet was all yawn, now they are rolling superstar cars out what seems like daily.

Plus, honestly, if someone has $50K to spend on a car, I'm certain they are looking for either 4 rings, a wreath, a silver arrow or a circle in blue and white on the front grill. Sad to say, but the people that buy $50K cars are in it for the material goods.
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