- Hyundai pulls the wraps off the 2011 Equus at the N.Y. auto show.
- The Equus is the most expensive Hyundai to be sold in the U.S.
- It will launch with a starting price in the mid-$50,000 range.
NEW YORK — The 2011 Hyundai Equus, which will start at $55,000 when it goes on sale in the U.S. in late summer, made its official debut on Thursday at the 2010 New York Auto Show. The Equus is the most expensive Korean vehicle to hit the U.S. market, and whether or not it will be accepted by U.S. consumers will be a critical test for Hyundai.
Hyundai is clearly trying to move away from its value-oriented reputation here, by pitting the Equus against such rivals as the $65,000 2010 Lexus LS 460 and the $91,000 2010 Mercedes-Benz S550. While the Korean automaker didn't give specific pricing on the Equus, such as base price plus destination, it issued a statement saying, "The Equus will launch with a starting price in the mid-$50,000 range."
Hyundai sells two versions of the rear-wheel-drive Equus on its home turf: the standard version we're getting, which retails for between $55,000 and $90,000 in Korea, and the long-wheelbase model, which ranges from $120,000-$129,000. No word yet on whether the U.S. market will get the more expensive version of the Equus.
The Big Apple reveal of the Equus also included lots of technical information. The U.S. Equus gets the 4.6-liter V8 that delivers 378 horsepower and 324 pound-feet of torque. The engine is mated to a ZF six-speed automatic transmission with Shiftronic manual control. Hyundai said the Equus will return an estimated 16 miles per gallon in city driving and 24 mpg on the highway.
The Equus rides on the same basic platform as the Hyundai Genesis, although it is 7.2 inches longer than the Genesis.
Consumers used to purchasing Hyundai vehicles as basic transportation will be surprised at the high level of amenities offered in the Equus. They include an optional massaging driver seat, an optional camera located in the front grille to help detect objects when parking, and a premium audio system with 17 speakers.
Inside Line says: Are you ready for a $55,000 Hyundai? — Anita Lienert, Correspondent
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kaysaid10 says:
02:45 PM, 04/15/2010
Equus is a very impressive automobile , I remember when no one would purchase a Hyundai now Hyundai out sells company like Lexus , Honda , Toyota , Chevy and yes even Buick ! I think Hyundai is taking their designs in the right direct as of now , Hyundai is no longer cars that only College student would drive !
31ejmfdz says:
11:15 PM, 04/14/2010
This is very interesting Study example for Marketing School.
"How can sell luxury car without luxury brand?"
Maybe brilliant student can write a report for this.
audirs4 says:
12:19 PM, 04/12/2010
This is brilliant timing by Hyundai.
The sonanta is a knockout. The genesis has legs and keeps doing very very well.
People are cutting back and watching their money. $4 starbucks are not in vogue as much as they use to be.
Go to the Lexus dealership and sit inside of an $85,000 Lexus LS. It's not that impresive, anymore, folks.
I can do without the TAJ Mahal showrooms and private breakfast bars @ Lexus, thank you.
aggiesa says:
10:03 PM, 04/11/2010
I agree with the prior comments - Hyundai has come a very long way however you need a prestige factor at this level. They should do want Toyota did with Lexus and be done with it otherwise stick to the basics and leave the high end luxury in Korea where they have a market.
twinb says:
10:29 PM, 04/10/2010
Strike while the iron is hot. Hyundai is taking a calculated risk at this point, riding on a well deserved popularity wave from its owners. But I think a better strategy would be to continue making improvements in the current line, solidify the sales numbers even more, and make sure customers return for a newer product in three years. Taking a breath and consolidating the success that's happened so far makes more sense to me. Good growth is not a good reason to risk a sobering failure in a new venture. 500 cars as a sales goal can be attained, but if it's not what might be the consequences for the current lineup of cars? Personally I wouldn't bet the ranch on an Equus success.
lsobboh says:
09:07 PM, 04/07/2010
This car is piercingly similar to the Toyota Crown... Too similar. Look at the links posted by other comments. They're not lying...
ballerdc says:
10:34 AM, 04/07/2010
I agree that Hyundai has come a long way... With the Equus' debut in the US, they have what not even Acura or Infiniti have: A true luxury flagship.
But as Intothewest pointed out, it's not just about having a 55K car, it's about the dealer service, the prestige and bragging rights amoung your peers. The Equus is a fine car I'm sure and a true bargain compared to the S-class, 7-series and Lexus LS. But people who by these top of the food chain cars aren't just looking for a bargain. Most would gladly pay that premium to say, "I drive a Mercedes, etc."
However, I'm not so sure Hyundai should seperate the Equus and Genesis into a seperate luxury division, just yet. While most young driver today don't remember the Excel and Hyundai's early lackluster track record, there are still a great deal of individuals that consider Hyundai a bargain-budget brand. Hyundai was at the bottom of the barrel barely a decade ago and IMO there was no place for Hyundai to go but up, especially since they were copying the benchmark brands (namely Toyota and Honda). In short, Americans just aren't ready for a Korean luxury division. And I believe one of the reasons Hyundai is able to keep the prices down on the Equus and Genesis is because they don't have to invest a large sum of money to build the infrastructure for a seperate luxury division. And at this point, they really don't have enough luxury models to have an entirely seperate dealership.
juan_mx says:
11:48 AM, 04/06/2010
I think this car has an identity crisis...
it says Hyundai on the trunk (H emblem)...
but it says Equus on the steering wheel (Equus emblem, ...I think),
I think they should use a single emblem.
intothewest says:
11:31 AM, 04/06/2010
It's more than just the car that a buyer of a $50k+ luxury car is looking for...it's the whole purchasing/servicing experience that gets wrapped in a more customer-focused experience. That's why Lexus, Acura, and (slowly) Infiniti has worked out. They knew it wasn't enough to create cars that compete with BMWs and MBs in North America, they need to sell and service with the same level of commitment to the customer.
Hyundai would be smart to separate these (Genesis and now Equus) into a different brand, and if using the same dealer network, create a dedicated area/processes around this luxury brand. I know Hyundai thought this would be too costly in the beginning, but I think its too much of a risk not to do it.
If nothing else, simply copying small special "treatment" features as airlines and hotels use in their affinity programs, and train small groups of sales/service specialists to handle that group of customers.
Most looking for cars in that ballpark price range would rather pay the extra $5-10k just to get that distiction.
professor12 says:
06:07 AM, 04/06/2010
Hyundia has done an excellent job restoring thier terrible repuation from the 1990's and has come further than most could have foreseen. They deserve much congratulations for the excellent cars they have been producing. I can remember 25 years ago when no one could have foreseen Honda's and Toyota's coming dominance but it happened, just as Hyundia's is happening now. My wife and I will only buy Mercedes (me) and BMW (her) and the Eqquus will not be in consideration for us at this time. But, in the bigger picture, the Equus might be for a different generation, one that only knows the Hyundia for its current excellence. With the Genesis(s), new Sonata, Veracruz, etc... Hyundia is on a role and has developed a very appealing line-up but the Equus seems very ambitious. Sure, in Korea, where a high level of national loyalty and pride exist, they sell well but in our very competitive open market; things could be tough. This is a tough market segment where great cars get forgetten for even better ones. Not only will this car have to face Lexus, BMW and Mercedes but also Audi, Acura, Cadilac, Jaguar, Volvo and Infiniti. The fact that we can even mention a Hyundia product in this fine group is a major accomplishment and I wish them much luck.