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Hyundai Equus in the US

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The “very big” Hyundai is heading for the US market next year.
Where it will”hope” to compete with the S Class, 7 Series and Lexus LS.

I don’t think anyone considering a BMW or a Mercedes will even look at this over chromed Hyundai.
But they might steal some sales from Lexus.

It will be priced at around $50 000. The LS starts at around $64 000.
Still, most people will have a hard time spending $50 000 in a Hyundai, no matter how good it is.

Especially if it looks that vulgar….
More chrome and more wood is such an old idea of what a luxury car should be.

Conversation 35 comments

  1. FLOP.

    The…what was it called…Genesis? I only see it being driven by elderly people and middle-aged Mary Kay cosmetics types. Even Chrysler 300 buyers are shying away because it doesn't accept 22" rims very well. This is the new Cadillac DeVille…expensive for no reason, possibly good enough but everyone "aspirational", or at least who spends fifty large on an automobile will always shop for a brand first…and quantity second. Although this might make very nice transportation for the Taxi & Limousine Commission or the Mafia.

  3. Vince, you're wrong about this car. Your quote, "…Still, most people will have a hard time spending $50 000 in a Hyundai, no matter how good it is."

    The same exact comments were made about Hyundai when they decided to sell the Genesis in U.S. I remember the naysayers, quote, "No one will pay $30 large for a Hyundai" blah, blah, blah, blah. Guess what happened(?)

    Vince we're in a different economic world now, people who want luxury, want maximum value for their dollar. Trophy brand buyers will still chase the label, but there is a growing group of luxury brand value buyers who will forego the prestige of a brand name for maximum return on owning "the luxury experience" hence, the Equus.

    So far from the favorable feedback Hyundai has received, they expect sales to be around 1500 annually. A small number no doubt but the point of this car is not volumne its about building up the brand. This strategy is lifting Hyundai's brand image and it has succeeded quite well with the introduction of the Genesis.

    One other thing, the U.S. version will be slightly modified from what is shown in this promotional image.

    The Pill

  4. The Equus is likely very much worth 50 to 60K.
    That said, Hyundai is pushing it's luck trying to sell this upper class barge without an upscale nameplate/sales channel.

    Since the Equus doesent have any Hyundai nameplates on it, I believe a joint venture with Nissan could better market the Equus through Infiniti dealerships. Nissan quickly fills the vacant Q45 slot without spending big bucks designing a new car and Hyundai gets to sell though an upscale sales channel.

    win – win

  5. Heh, if it started at $35,000 I could see buying one. I agree with you about people not considering it. I still have a hard time seeing people spend $50,000 on SUVs and anything else unless they absolutely need it.

  6. "Branding/Brand Names" are for the weak-minded…Always were. These marketing manipulations are not working like they did 10 years ago. People are now using their own minds with the help of Internet/Google to find real value…Hyundai – Mercedes, what's the real difference anymore?

  7. "Anonymous said…
    FLOP.

    The…what was it called…Genesis? I only see it being driven by elderly people and middle-aged Mary Kay cosmetics types. Even Chrysler 300 buyers are shying away because it doesn't accept 22" rims very well. This is the new Cadillac DeVille…expensive for no reason, possibly good enough but everyone "aspirational", or at least who spends fifty large on an automobile will always shop for a brand first…and quantity second. Although this might make very nice transportation for the Taxi & Limousine Commission or the Mafia."

    I live in one of the wealthiest counties in the US and I see a BUNCH of Genesis sedans. I have yet to see one being piloted by an elderly person, most are being driven by men in their mid 30's to late 40's. I have yet to see a woman driving one, so that "Mary kay" demographic is bust here.

    This Equus sedan will sell as well. People seek value.

    "The Pill said…
    Vince, you're wrong about this car. Your quote, "…Still, most people will have a hard time spending $50 000 in a Hyundai, no matter how good it is."

    The same exact comments were made about Hyundai when they decided to sell the Genesis in U.S. I remember the naysayers, quote, "No one will pay $30 large for a Hyundai" blah, blah, blah, blah. Guess what happened(?)

    Vince we're in a different economic world now, people who want luxury, want maximum value for their dollar. Trophy brand buyers will still chase the label, but there is a growing group of luxury brand value buyers who will forego the prestige of a brand name for maximum return on owning "the luxury experience" hence, the Equus.

    So far from the favorable feedback Hyundai has received, they expect sales to be around 1500 annually. A small number no doubt but the point of this car is not volumne its about building up the brand. This strategy is lifting Hyundai's brand image and it has succeeded quite well with the introduction of the Genesis.

    One other thing, the U.S. version will be slightly modified from what is shown in this promotional image.

    The Pill"

    Wow, that was perfect. I don't even have anything to add.

  8. "NY3UVL714 said…
    The Equus is likely very much worth 50 to 60K.
    That said, Hyundai is pushing it's luck trying to sell this upper class barge without an upscale nameplate/sales channel.

    Since the Equus doesent have any Hyundai nameplates on it, I believe a joint venture with Nissan could better market the Equus through Infiniti dealerships. Nissan quickly fills the vacant Q45 slot without spending big bucks designing a new car and Hyundai gets to sell though an upscale sales channel.

    win – win"

    That is an awful idea.

    Why would Hyundai want to partnet with Nissan, someone who they directly compete against???

    If Hyundai wanted to, they could start their own brand. I think that would be a good idea…

  11. Kinda gawdy…The interior is nice but a light colored dash is more appropriate for a lux barge. $40K would be a better start.

  12. This car is AWFULly GAWDY looking. They should just stick with the Genesis as there big car. Why don't they just make a more luxurious/sportier versions of the existing Genesis?

  13. It looks a bit too samsung in the front. It looks like it would only be worth about half the asking price.

  14. "Anonymous said…
    Kinda gawdy…The interior is nice but a light colored dash is more appropriate for a lux barge. $40K would be a better start."

    The wood will likely be replaced with stitched leather a la Genesis sedan.

    40K and Hyundai would lose money on every one sold.

  15. "40K and Hyundai would lose money on every one sold."

    July 15, 2009 12:35 PM

    They are built in Korea. The area of the world of dirt cheap labour.
    People work for a bowl of rice a day over there. They wouldnt be losing money.

  17. i think hyundai needs to create theri own luxury devision (lexus, acura) put this, the genesis, and a luxury suv or two in and youd have an upscale division…. sure these cars are great and a value, but there will always be the stigma of the hyundai name

  18. If you want a Equus for 30k just wait one year and buy a used one, sad but true there resale value along with kia sucks badly !!! I bought my kia 1 year old 22k miles at half price of the sticker !! and partnering with nissan is stupid seeing there Q45 replacement is already under way and will be out soon !

  19. Maybe Hyundai is going to be the luxury division and Kia will be the Chevrolet.

    Luxury is not a division anymore…It is standard across all cars now.

  21. "Anonymous said…
    "40K and Hyundai would lose money on every one sold."

    July 15, 2009 12:35 PM

    They are built in Korea. The area of the world of dirt cheap labour.
    People work for a bowl of rice a day over there. They wouldnt be losing money.

    July 15, 2009 1:28 PM"

    That is North Korea, you idiot. Do you even know the difference between the two??????

    The vehicle components are expensive to manufacture.

    "Anonymous said…
    If you want a Equus for 30k just wait one year and buy a used one, sad but true there resale value along with kia sucks badly !!! I bought my kia 1 year old 22k miles at half price of the sticker !! and partnering with nissan is stupid seeing there Q45 replacement is already under way and will be out soon !

    July 15, 2009 5:51 PM"

    Ummm the Genesis is holding its value very well, why wouldn't the Equus do the same?

    Hyundais residual value is improving very quickly.

    It is like no one does any research before they start typing.

  22. Looks like a big boring Avalon. The design is just dated and the interior a hodge podge of other designs. And for $50 large, you could afford almost any of those other brands. I've just gotten rid of a Sonata. I wouldn't spend any amount of money on another Hyundai, let alone $50k.

  23. I personally don't want to see a Hyundai luxury division because it would take billions to start up and where would the money come from? The consumer. Hyundai would have to add hundreds, maybe thousands, to the price of EVERY car they make to recoup. As good as Hyundai's are now; their main attraction is still value. Taking that away would hurt more so then not having a luxury brand.
    Enjoying a higher level of service is great but I appreciate a good car even more.

  25. "Anonymous said…
    Looks like a big boring Avalon. The design is just dated and the interior a hodge podge of other designs. And for $50 large, you could afford almost any of those other brands. I've just gotten rid of a Sonata. I wouldn't spend any amount of money on another Hyundai, let alone $50k."

    What was wrong with your Sonata?

    My aunt has an '06 V6 Sonata with 110,000 miles and not a single failure other than the radio which was replaced under warranty.

    My neighbor is a sales rep who drives around for a living. He bought one of the very first Santa Fes sold in the US. It was a 2001 V6 AWD with leather and he racked up over 260,000 miles and needed nothing but regular maintainence and a drivers side seat cover at around 240,000 miles. It was washed montly and waxed twice a year and it still looked brand new when he sold it. He replaced it with an Azera which now has about 130K on it and he says his next vehicle will be a Genesis sedan.

    By the way, for 50K you can't even get close to the competition that the Equus is gunning for. Not even a Lexus LS.

  26. This is nice…I like the interior…Would like to see it in a lighter cashmere…The exterior can stand to be toned down a bit…A little too loud for $50K.

  28. "Anonymous said…
    If you buy one, you deserve one.

    July 16, 2009 4:48 PM"

    Exactly, you deserve an incredibly nice vehicle at a price point that can't be beat. You are a wise consumer.

    You certainly do deserve one.

  29. "Anonymous said…
    Still a third world car.

    July 16, 2009 11:48 AM"

    Since South Korea is a third world country, and people in third world countries would be able to afford this vehicle.

    The stupidity shown in this blogs comment section proves why the rest of the world thinks that Americans are idiots.

    Fucking idiots.

  30. This blogs a real crack up hahaha.
    All we need now is douchbag jones to add his comment to top it off.
    Where are you Douchbag?? We need you.

  31. Anonymous said…
    If you buy one, you deserve one.

    July 16, 2009 4:48 PM"

    Exactly, you deserve an incredibly nice vehicle at a price point that can't be beat. You are a wise consumer.

    You certainly do deserve one.

    July 17, 2009 4:23 AM

    And you will deserve major shocking depeciation and resale value and you will be laughed at for driving a tryhard luxury vehicle. Yes YOU certainly deserve one.

  32. YOU SAID: "I don't think anyone considering a BMW or a Mercedes will even look at this over chromed Hyundai.
    But they might steal some sales from Lexus." I couldn't agree more. The styling is lightyears ahead of the milktoast mediocrity of Lexus; but still not up to BMW or Cadillac.

  33. "Anonymous said…

    Anonymous said…
    If you buy one, you deserve one.

    July 16, 2009 4:48 PM"

    Exactly, you deserve an incredibly nice vehicle at a price point that can't be beat. You are a wise consumer.

    You certainly do deserve one.

    July 17, 2009 4:23 AM

    And you will deserve major shocking depeciation and resale value and you will be laughed at for driving a tryhard luxury vehicle. Yes YOU certainly deserve one."

    You do realize that you can buy a mid 2000's 7 Series, S Class, and LS for the mid 20s-mid 30's. Right?

    That isn't depreciation???

    Moron.

  34. "Anonymous said…
    Anonymous said…
    If you buy one, you deserve one.

    July 16, 2009 4:48 PM"

    Exactly, you deserve an incredibly nice vehicle at a price point that can't be beat. You are a wise consumer.

    You certainly do deserve one.

    July 17, 2009 4:23 AM

    And you will deserve major shocking depeciation and resale value and you will be laughed at for driving a tryhard luxury vehicle. Yes YOU certainly deserve one.

    July 17, 2009 4:41 PM"

    Has this fool even checked resale values for the Genesis yet??? It is holding its value VERY well.

  35. Has this fool even checked resale values for the Genesis yet??? It is holding its value VERY well.

    July 20, 2009 6:18 AM

    You must work for Hyundai.
    My condolences.

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