We hang a right and head west onto the 10 freeway in Santa Monica toward the beach. The on-ramp is downhill, two lanes wide and drag-strip straight.
Suddenly I'm pinned to the large leather seat as the 2011 Hyundai Equus downshifts from 6th gear to 2nd and its 368-horsepower 4.6-liter Lambda V8 yanks the big sedan toward the Pacific. I look at the tach. Its needle is sweeping quickly through its arc as a muted V8 rumble chases us from behind. At 6,500 rpm, the transmission delivers a quick but smooth upshift just as we reach the traffic lanes of Interstate 10.
"Is that floored?" I ask, one eye still on the dials.
"That's floored," says John Krafcik.
He should know — he's driving. The left seat of the Equus is still off-limits to American journalists. But Krafcik is more than just our chauffeur; he's the president and CEO of Hyundai Motor America, and the man basking in the glow of the company's recent success. He's also the guy who's going to sell the Equus in the United States, taking Hyundai north of the $50,000 barrier for the first time.
On Sale in a Year
With John's right foot still buried in the thick carpet of the Equus, the sedan delivers another smooth shift at redline. I check the speedometer; it's reading about 140 and climbing. Can't be, I think to myself. The car feels quick, but not that quick. I clutch the door panel while my brain tries to catch up. Then I realize the speedometer is in kilometers per hour, so I start doing math.
Krafcik keeps his foot down and his mouth moving. "The car is still about a year away," he says, talking about the possible timetable for the introduction of the Korean-built luxury sedan in the U.S. "And we'll most likely sell it here as the Equus." Equus is Latin for "horse," and the car's entry into the U.S. market has been the worst kept secret since Henry Ford leaked word about the flathead V8 back in 1931. We're told the official official announcement of the car's sales future in the U.S. will come in mid-August.
At 160 km/h, Krafcik finally backs off. That's about 100 mph, and from the passenger seat I'm impressed with the ride and stability of the Equus. It's a bit firmer than I thought it would be. It's not quite as tied down as a Hyundai Genesis, but it's not the floaty Korean-market limo I was expecting. You definitely feel the road, although there's a little less rebound control than there should be.
Traffic is light as we reach the short tunnel that marks the transition from the I-10 west to the northbound Pacific Coast Highway. We enter the darkness and then quickly burst into the noontime California sunshine again. I ask about the suspension tuning. "It's not quite really ready yet," says Krafcik. "Right now our engineering team is on a cross-country drive with an Equus, an S-Class, a 7 Series and a Lexus LS. We're there with the interior, but they are fine-tuning the ride and handling. Make no mistake, our targets are those three cars and our ride and handling will be more in the direction of the LS 460 L."
Ballsy. The strategy, not the driving. Hyundai has decided to take on three of the best sedans in the world.
Priced Right
Still northbound on PCH, we're cruising within the 50-mph speed limit and past the Malibu beachfront homes of Hollywood's super-rich. This is S-Class and 7 Series country, and Krafcik knows it. All around us are the people he must convince to buy a Hyundai instead of a Benz, Bimmer or Lexus.
It'll be tough, and Krafcik hedges his bet. "Our goal with the Equus isn't volume," he says while passing a black Mercedes-Benz S550 on the right. "It's image. We want to show the world we can make the finest sedans in the world."
He's right about one thing, because the interior of this Equus is up to the challenge. The fit and finish is exceptional. The leather is soft. The seat is cush and comfortable, if a little flat, and the headliner is an acre of Alcantara suede, just like you get in an S65 AMG. There's even French stitching on the leather-wrapped dash. The metallic trim on the center stack and console is plastic and not real aluminum, though. It looks good, but should be the real thing.
No, it's not quite as nice inside the Equus as in the interiors of the luxury sedans it has targeted in the marketplace, but it's close, and the Equus should undercut those sedans by $20,000 or more. Krafcik won't get specific on price, but says enough for us to guess that the 2011 Hyundai Equus will start at $48,000 and top out at about $58,000.
"Our challenge is to make sure it doesn't become the next VW Phaeton," Krafcik notes. Keeping the price under $60,000 seems to be a key to achieving that goal. "There will be two packages," he continues. "A base car and one with all the backseat stuff."
That "stuff" includes a reclining rear seat, fold-out tables, and radio and climate controls built into the rear armrest. The Lexus LS 460L offers a similar package, although it's really only for those who would rather be driven than drive themselves.
Wider Than S-Class
Stopped at a red light, I take the opportunity to look around a bit more. The odometer reads 1,792 km (a little over 1,100 miles). The A-pillars are carved carefully to permit a panoramic view ahead. There are heated and cooled front seats with three-level temperature adjustment. There's a power tilt-and-telescoping steering wheel, wood on portions of the steering wheel rim and an elegant clock on the center stack. I can't hear the engine, which is idling at 600 rpm. The window switches, shifter, iDrive-like interface controller and navigation system are all plucked right from the Hyundai Genesis. The gauges are similar to the ones in the Genesis, as is the four-spoke steering wheel. And there's a "Sport" button just to the right of the shifter.
I also notice that the car feels spacious. Nice and wide, which it is. In fact at 74.8 inches wide, the Equus is the same width as a BMW 7 Series and a full inch wider than the Lexus LS and the Mercedes-Benz S-Class.
The light turns green. Krafcik accelerates away, only part throttle this time. And the Equus moves off like an upscale luxury sedan powered by a V8 should — with authority. Upshifts from the six-speed automatic are nearly imperceptible and the V8's flat torque curve gets the Equus back up to 50 mph well ahead of Malibu's afternoon traffic of surfers.
We're not surprised. The Equus features the same powertrain we've praised in the Genesis, and it feels just as good in this larger package. What is surprising is that the larger Equus weighs only 200 pounds more than a Genesis, which makes it easy to calculate some educated guesses about its acceleration times.
The 2009 Hyundai Genesis V8 we last tested hit 60 mph from a standstill in 5.9 seconds (5.7 seconds with 1 foot of rollout like on a drag strip) and finished the quarter-mile in 14.1 seconds at 101 mph. After some 'rithmetic on our part, we expect the Equus to hit 60 mph in 6.1 seconds (5.9 seconds with 1 foot of rollout like on a drag strip) and cover the quarter-mile in 14.3 seconds at 99 mph. Not slow, yet certainly slower than an S550, a 750i or an LS 460.
Also from the Genesis are the rack-and-pinion steering with old-school hydraulic assist (still our preference over electric-assist systems) and four-wheel disc brakes. The Equus also has air suspension, although only Genesis sedans sold in Korea are equipped with this feature.
Looks Like a Lexus
Just past the Malibu Country Mart (made famous by TMZ), a guy in a Porsche 911 Turbo pulls alongside us. He's checking out the car. Our car — the Hyundai. And he's not the only one. Since we hit Malibu, there's been no missing the ability of the Equus to make people look. Even the tourists in their rented Grabber-Blue Mustangs know this Hyundai is something special.
It may be a dead ringer for a Lexus LS from the rear, but the Equus certainly has enough street presence for valets to keep it up front. "The two character lines in the side are from the California studio," says Krafcik. "In fact, there's more U.S. influence in the design of the Equus than the Genesis." There's certainly enough chrome on its flanks to back up that statement.
And it looks larger than it is. At 203.1 inches long, the Equus is just a fraction of an inch longer than a Lexus LS 460 L and nearly 2 inches shorter than a Mercedes S-Class. Meanwhile, its 119.9-inch wheelbase falls between the dimensions of the long-wheelbase LS and the short version. Even the short-wheelbase 7 Series has an inch-longer wheelbase than the Equus.
Full Speed Ahead
Once we reach Pepperdine University, we flip around and head south toward Santa Monica again. It's now that I realize how quiet the Hyundai's interior is. At 100 km/h (about 60 mph) over the smooth asphalt that is PCH, all I hear is some tire slap from the 18-inch Hankooks.
Time to ask about that Sport button. "It's for the suspension," says Krafcik. "Push it, see what happens."
I do, and suddenly the Equus is the floaty Korean-market limo I was expecting. "Wow, big difference," I say, pushing the button again and getting the air suspension back into Sport mode. "Don't go there."
Krafcik first came to Hyundai Motor America in 2004 as the company's vice president of product development and strategic planning, and his home garage is stuffed full with a Porsche 911 C2S (997) and a Caterham 7, so I know he knows what I mean.
And at that moment Krafcik nails the throttle and redlines a couple of gears. "Feels good, huh?" he asks.
Yeah, he knows.
Add A Comment »
norm81 says:
07:35 AM, 07/28/2010
When I went to the car show the Equus IMO stole the show. When I asked the girl she didn't know the price but said it could be 70k. I said for that price it will never sell. But from what I'm told and read at 50-60k it at least 36k less than any S class. In fact most S class I that I have seen in the showroom are over 100k and a lot a around 119k. When it comes out I will have to test drive it and see how it compare to my L460l.
coriolan says:
10:37 AM, 06/27/2010
I totally agree with a comment posted here by "bwestindc". At first the equus looks real good: However, the logo looks ridiculous; what's the deal with Hyundai! why can't they get it right with the logo - I think the company should adopt a standard logo for all its cars. As far as the styling goes, the car's side looks like a buick - interior is nice, but the use of real aluminum is a must if you want to play along with the big boys - also, since this is hyundai's flagship sedan, the engine should pack a few more horses with better torque. If hyundai wants to surpass bmw, lexus and benz, they then should examine learn and do something those competitors have not done, yet. Until then they will be a distant 4th or 5th in the luxury segment. Competition is good for all out there who wants to purchase affordable luxury, but mostly reliability, which lexus dominates. I will most likely purchase the next genesis, once the little nuisances have been resloved (ex: voice controls/navigation/bluetooth).
charlesb says:
08:14 PM, 06/16/2010
The problem Hyundai has is that they really still have something to prove and I don't think ultra-luxury is where they are going to prove it.
027922 says:
12:21 PM, 05/18/2010
Ah...competition...it is a beautiful thing. In 1989 Lexus did to MB what Hyundai is attempting to do the MB and Lexus - produce a comparable car for thousands less. Lexus was successful - we'll see if Hyundai can pull it off.
luvluxury50 says:
08:37 AM, 04/10/2010
The Equus isn't for everyone apparently. I have been a Lexus owner for many years. At first I really like the Genesis. I was very impressed with the Lexicon system in the car. And being a musician as well it is a must that I have a great sound in my car. But after seeing the Equus. I will definitely purchase that car. I have read enough to be able to make a decision. Now all that is left to do is test drive one. I had already test driven the Genesis. I loved the ride. I'm sure I will also love the ride of the Equus as well
bwestindc says:
08:29 AM, 04/09/2010
There's no doubt that Hyundai is pushing the envelope here with the Equus. But last year we were being told that Genesis was the new flagship. This year a new story. And now the company has three logos - the simple/schlocky "H"; the eagle for the Genesis; and a new, refined eagle for the Equus. Confusing.
If branding is of concern to Hyundai, you'd think they'd spin off a luxury label. Americans LOVE labels and are unafraid to buy them. Just look at the brand graduation from GM to Chevy to Buick to Cadillac. Or from Honda to Acura. Or Toyota to Lexus. We love our low-priced quality products... but we love the option to upgrade to a bigger label.
So... if Hyundai's president is so smart - and I strongly suspect he is - why has the car company not yet launched a luxury label under which to produce and sell highly-sophisticated cars at the designer label price, while continuing the build brand equity in its existing Hyundai brand for the quality-conscious and budget-minded consumer?
With respect to the VW Phaeton: in essence, this car was nothing more than a super version of the Audi A8 with the VW badge. There are many wonderful refinements about the car, but V-Dub did a poor job of outlining the differentiators to the American consumer, which already experessed preference for the A8 anyway.
Seems a lot of concerns might be put to rest if the Hyundai car company had two brands under which to market and sell.
But what do I know? I've only been in corporate brand management for 20 years... and have been a consumer of automobiles for 25 years.
That's My 2 Cents' Worth.
waltiii says:
10:12 PM, 04/08/2010
As owner of a Mercedes GL, I can tell you this will be my next car!! I'm not stuck on name brands, I'm all about value and looks and this car has them both in spades. It even has some options that the S-series doesn't have like the executive recliner seat. Why should I overpay for a Mercedes S-series when I can get this with all the bells and whistles for about $30,000 less.
jb68902 says:
07:57 AM, 04/06/2010
I do admire Hyundai's attempts at pulling the brand more upscale. But I feel that they're cutting corners.
Take the new Equus. If Hyundai was so keen on becoming the next Lexus, they probably should have been more fastidious in the design.
This car makes me think of a Chinese knock-off Rolls-Royce. The name. VS460. Take the V and replace it with an L-and you get LS460, hmmm, sound familiar?
And that awfully gaudy grill. It comes straight from Mercedes.
The hood ornament: a la rolls-royce
Overall, this car looks extremely sloppy. It just doesn't look good. It looks like bits and pieces from different car companies mashed together. It looks absolutely ridiculous.
It looks chintzy and cheap. And I can tell you that I will never take a Hyundai Equus over my Mercedes S-Class.
vipersrt10640 says:
07:52 PM, 04/03/2010
Luckily it won't have the grille but it now has a Hyundai 'H' on the back and a new grille that if you look in a certain direction it looks like a thrown-out Mercedes. Other than that it looks the same like the Korean-Spec with 10 more horses
etanretla says:
11:00 AM, 04/02/2010
if i had 60k to spend on a car, of course i would consider the equus since i most likely will get more car/value for my money, compared to similarly priced vehicles...thats the practical route, which hyundai is all about...
but once you start comparing it to the lexus ls or mb-s, it becomes a different story...those who can afford a lexus or mb will buy a lexus or mb...its unlikely that these types of buyers would be considering a "cheaper" alternative...
hyundai makes use of available technology, current styling, and great marketing to push its brand aggressively...something american brands have yet to realize...sad...
danschwartz47 says:
04:31 PM, 03/24/2010
Most ironically--I was at the Hyundai dealer today. My lease on my Lexus 460 expires on 3/7. I have just retired and wish to reduce my car expenditure but not my luxury. I drove the eight cylinder Genesis and other than a harder ride-- to be expected--I was very impressed. Unfortunately the sales person brought up the Equus--and now I am totally confused. I have just spent the last hour revisiting the web info on their latest entry into the luxury market. I wish they had more formal pricing at this time--as I might try to extend my lease on the Lexus until th Equus is available--anyone have any thoughts?--I could afford $50K but that is just the bottom potential price for the Equus. I am sure that I can get the Genesis for under $40k--any thoughts on what I should do?
I have always hated buying any car where the next year the same company comes out with somethin better.
Thanks,
Dan
dnz7t3 says:
11:36 AM, 03/24/2010
I saw this car driving through upstate NY on March 21st 2010. Must have been some kind of promo, because it had california plates and was being followed by a couple of Lexus tanks.
No joke, it looked amazing. Totally upstaged the lexus.
mungmibear says:
04:17 PM, 03/22/2010
refine some exterior points and it's all good
tx8 says:
01:46 PM, 03/17/2010
hyundai just looks like they are trying too hard with this one. they seem to be just copying ideas from other luxury car makers. hood ornament= rolls royce flying lady, vs460= lexus ls460, center control=bmw i-drive, then the front end and tailpipes are definatly from the lexus ls. they need to try and be more imaginative in order to get into the luxury market.
alex38 says:
04:13 AM, 03/03/2010
This not likely to be a volume seller but a solid effort. I am a brand snob but would have no qualms driving this to my golf course. Am no longer a fan of Toyota/Lexus personally.
If money was no object, the S-Class is still the creme of the crop imo..
audirs4 says:
10:09 AM, 02/26/2010
only thing I don't like is the buick swoopy back-end styling. other than that, it's a nice car. And if you can undercut an LS Lexus by $20,000....look out.
Hyundai has done an incredible job over the last few years.
The genesis is a really nice car and the new 2011 sonata is another home run and a great looking car.
Lexus and Toyota better start worring and get back to the drawing board. Hyundai is on the move and starting to mnake them look bad....really bad.
bc1960 says:
07:53 PM, 02/25/2010
They should worry less about the interior and worry more about making the exterior look less like a 2011 ZIL. The Genesis is contemporary and attractive. This is retro and horrid.
m89 says:
06:51 PM, 02/25/2010
In terms of styling the Genesis and Equus come off as rather generic in my opinion. The vehicles themselves have a great platform to work with and the value per dollar ratio is certainly excellent though. While the price is cheaper than its competitors, there are some parts of the interior (i.e. the plastic aluminum trim) that cheapen an otherwise rich looking design. I think if Hyundai did those few extra tweaks, they'd have a great addition to their luxury lineup.
icecubefosho says:
05:32 PM, 02/25/2010
Front looks entirely confused.
The rear looks like a Lexus/Buick.
Valets keeping it up front? Not likely.
donisland says:
11:08 AM, 02/16/2010
The Genises is exciting with Quality/Price/Good Looks - but the Equus is even more exciting with Better Looks.
Hyundai (like Sun-day, you pronounce it Hun-day) is changing the auto biz in my opinion for the better. Before to get an auto of this type you had to go to Cadillac, Mercedes, BMW and later Lexus, all at more money than Hyundai is charging.
I have driven the Genises Sedan and Coupe - they are excellent!
I feel that I will be moving out of my Mercedes and into this new Hyundai Equus.