2011 Hyundai Equus for the US



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.

Conversation 45 comments

  1. to spend more than $16,000 on a Hyundai kia is pointless. when real money is spent, a real car is expected!

  2. @ Korea too much I totally disagree….Hyundai has come so far, and their quality has improved drastically. The Equus is a car that may not run with the like of the S-Class/or Lexus LS in price but it offers the amenities, the size, and innovation. At $50,000 I could see this selling well. Only problem, is that Hyundai needs to create the Genesis marquee brand. The same that Toyota did with Lexus, Honda with Acura, Nissan with Infiniti. Without it it could be doomed.

    In 1993 Mazda had created Amati a luxury brand in which the 929 and the Millenia, and a luxury 626 was to be sold….but they decided not too. They instead sold the 929 and Millenia under Mazda, they sold well but are now defunct models because they had no real reference to the sporty zoom zoom character that Mazda morphed into. 1993 was Mazda's biggest year with so many new models….the same as Hyundai now. Hyundai could learn alot in brand recognition, Genesis could be a great brand…..who want to see an Equus sitting next to an Accent on the showroom floor?

  3. of course you disagree, you are either a kia salesperson or an owner. listen up! the VW Phaeton died because it was a non luxury nameplate. it was every bit as good as the big names yet it was a VW. People that work hard and make big bucks will not spend big $$$ on the same company that makes the kia rio…just the facts. History has proven it, but Hyundai/ Kia are in cocky mode, so they will just have to find out the hard way. Just watch, the other Hyundai Genesis sedan is selling very poorly despite being ranked best new luxury car under 50K. A little bit of history rrrrrrepeating itself!

  4. $50k for a Hyundai?! They're kidding right? Mind, that's what I said about Lexus 20 years ago.. The Equus will fail miserably but the Koreans aren't idiots, it's replacement will show up a couple of years from now wearing a made-up badge cooked up by some branding committee and it will knock Toyota out of its coma. At least until the Chinese come along.

  5. These cars have no Hyundai badges on them either here or in Korea.
    Hyundai should either sell these under the Genesis brand name or do a quick partnership with Nissan and sell the Equus through the Infiniti luxury dealerships. Nissan would get a quick replacement for the long gone Infiniti Q45 and Hyundai gets a premium sales channel to sell Equus.

  6. The first Lexus and Acuras were yawners, too. I'd rather have two Sonatas than to spend 50 big ones on this garbage.

  7. @ Korea Too Much….

    I was hoping you would respond….if you are on here much you would know I'm not a salesman of any sorts. Okay so I'm listening up!, problem is you still hadn't said anything new or accurate.

    The Phaeton did not die because it was not a on a luxury name plate….it died because it was stretched Passat who the f*ck wanted that, and secondly it was marked around the same price of the twin Audi A8. Yes the Phaeton was good but VW compared to Hyundai in the States there is a difference. n European brands (VW) are seen as being a step above Korean (Hyundai/Kia) brands…but V-Dub has paved their way for a better perception….personally there has never been a V-Dubb I liked, nor Hyundai/Kia until recently, well I'll say Hyundai Genesis Sedan, and Coupe.

    When Korean cars came to our shores they were cheap an uninspiring, but as I stated Hyundai and even Kia has stepped their game up…..the new people to the party will be the Chinese….they have to prove themselves as Hyundai has. However the Genesis sold very well the longevity is more of my concern the Genesis is next to the Accent. If you look at sales figures of the Genesis you would know that. It is not selling poorly. And the Equus is major success where it has been released. They have been getting rave reviews from people since March here in the US which led to the decision of selling it here. Now Kia selling a luxury car is a different story….I don't think Hyundai would allow that.

    Do I like the Equus its a nice car, but I'm not doing flips would I trade my 7series for it for about 40k less….from what I saw of the Equus at the Auto Show off looks possibly if it had another grille….also it would have to depend on how the ride is and how it drives.

    This car will do well with the Buick loving geriatrics now that Buick is redoing their image. It's a big car and at its price its good for them…..think about it….the Lucerne is going away, the Lincoln Town Car is going away, the Cadillac DTS/STS is going away the latter being in those price ranges closely.

    Now for the sarcasm….of course you can't get any hot chicks in this, but Cougars would be all over this….and it has a big back seat too….hmmm hope hyundai makes good shocks!

    End Quote.

  8. let em me get this straight you e want me tp steal?

    this is a car from a 3rdd world country for 50000 whe re they cant even feed theur own pwople. the head of that sorry country is an asshole and youd give him that much moneny?//
    this will never happen here

  9. let em me get this straight you e want me tp steal?

    this is a car from a 3rdd world country for 50000 whe re they cant even feed theur own pwople. the head of that sorry country is an asshole and youd give him that much moneny?//
    this will never happen here

  10. People that work hard and make big bucks will not spend big $$$ on the same company that makes the kia rio –I DISAGREE — LOOK AT TOYOTA (LEXUS) AND HONDA ACURA.

  11. Can I say you are just plain and basic, simple very ignorant person? And the worst is you are an ignorant which a big mouth which makes you even more irritant.

    Do a favor to yourself. First open Wikipedia and do a search about the big differences between South Korea and North Korea. Second, learn where the world trade comes from. North Korea, even if they were capable of producing these vehicles couldn't sell them here because the economic sanctions.

    Let me repeat it to you. Shut up and open a basic school book of Geography, maybe from second grade elementary. Until them, avoid all of us the public embarrassment of knowing that still there is a certain percentage of population in this great country that are plain and completely ignorant and chauvinists.

  12. douchbag jones:

    Can I say you are just plain and basic, simple very ignorant person? And the worst is you are an ignorant which a big mouth which makes you even more irritant.

    Do a favor to yourself. First open Wikipedia and do a search about the big differences between South Korea and North Korea. Second, learn where the world trade comes from. North Korea, even if they were capable of producing these vehicles couldn't sell them here because the economic sanctions.

    Let me repeat it to you. Shut up and open a basic school book of Geography, maybe from second grade elementary. Until them, avoid all of us the public embarrassment of knowing that still there is a certain small percentage of population in this great country that are plain and completely ignorant and chauvinists.

  13. No one is going to pay $50,000 for a Hyundai. I wouldn't even pay $25,000 for one. They are dreaming. VW bombed here with their "flagship" car and this will too.

  14. YOU SAID: "the other Hyundai Genesis sedan is selling very poorly despite being ranked best new luxury car under 50K" I SAY: Mabey if you're comparing sales numbers to generic Accords, Camrys, Malibu's and Impalas selling for HALF the price– but NOT such bad sales numbers compared to the models it competes with: BMW 5-series, Cad STS, Lincoln MKS, or ANY of the Acura models. (Start with the month the Genesis was ACTUALLY AVAILABLE in all Dealerships and you get a more accurate picture.) Also compare # of units SOLD to # of units Mfg's AND shipped to the US. Acura & Mercedes WISH they did that well right -out-of-the -box.

  15. LETS GET OUR FACTS STRAIGHT: YOU SAID "the head of that sorry country is an asshole" I THINK YOU HAVE YOUR KOREA'S MIXED UP. THE NORTH IS SOCIALIST; THE SOUTH (WHERE HYUNDAI & KIA are) IS CAPITOLIST (and a MUCH nicer place to live than North korea).

  16. I really think it is about time for them to launch the Genesis brand. I think they would be a lot more successful.

    "Korea too much! said…
    to spend more than $16,000 on a Hyundai kia is pointless. when real money is spent, a real car is expected!

    August 12, 2009 9:51 AM"

    You are an idiot.

    Go drive the current Genesis sedan, V6 or V8. It doesn't matter they are both fantastic.

    I have a 330i and I still love the Genesis, I actually love everything about it and I am a die hard BMW fan.

    "Korea, Too Much! said…
    of course you disagree, you are either a kia salesperson or an owner. listen up! the VW Phaeton died because it was a non luxury nameplate. it was every bit as good as the big names yet it was a VW. People that work hard and make big bucks will not spend big $$$ on the same company that makes the kia rio…just the facts. History has proven it, but Hyundai/ Kia are in cocky mode, so they will just have to find out the hard way. Just watch, the other Hyundai Genesis sedan is selling very poorly despite being ranked best new luxury car under 50K. A little bit of history rrrrrrepeating itself!

    August 12, 2009 11:07 AM"

    I am not a Kia salesperson.

    The Phaeton died because VW isn't known for their reliability and it was known as the budget A8 but at the same price. It wasn't every bit as good either, different engine, heavier, not the same Quattro AWD system, not the same levels of luxury.

    People buy the Lexus LS you idiot, from the same company that makes the Yaris. What is your point? EVERYONE knows that Lexus is Toyotas marquee brand.

    The Genesis is selling poorly because of the economy. Why don't you compare its sales to other vehicles in its segment and vehicles that it competes against.

    Shut your mouth, do some research first.

    Thanks.

  17. Regardless of how successful Lexus or Infiniti or Acura have been, this Hyundai is a bore. Hyundai let me down in the early 2000s and I'm not going to give them another chance anytime soon. Certainly not for $50k, and certainly not with a gaudy carbon copy car.

  18. The interior is nice. The basic lines of the exterior is nice, But they gotta get rid of all the extra crap on the exterior. Particularly the front end. It looks way too garish. Personally I don't think Hyundai is going to sell many of these here in the USA. I'm not saying that I hope Hyundai does poorly, I'm just saying that I think the USA is the wrong market for this car. Like I said before, I think they should just make 2 extra versions of the Genesis sedan, a sports version and an even more luxurius version. Then when they get a more sophisticated version of the Equus, theeeenn bring it over. I have a feeling that Hyundai is going to learn that as far as exterior styling goes, less is sometimes more.

  19. "to spend more than $16,000 on a Hyundai kia is pointless. when real money is spent, a real car is expected!"

    Ooooo deep…..put alot of time and thought in that one? Funny thing is that car is RWD so it's more of a "real" car then 90% of the cars on the road.

  20. Damn! did it get hot in here! Well I said it before the Equus will do well, at the $50K price Hyundai puts more quality in their premium models. My sister recently bought a Veracruz. I was SHOCKED how nice it actually was sh e has had it for 2 years no problems yet. Lexus, Infiniti, and Acura HAVE done well. And for the jackass who said they haven't sold well where the f*ck do you live? What Country? Wait, wait you have to be one of those people who think Chicago is a state?

    Come on this is a blog, if your going to make a statement please do the research first? And if you are going to post a comment please come up with a name when you post…I'd like to call you out by your name when I hurl insults…lol

    Back to the topic at hand this is a really nice car when you see it in person, and it could take a "few" sells from Lexus like the Genesis did. Hyundai dealers reported that most of the cars that were traded in for a Genesis Sedan was Lexus GS, Lexus LS, Acura RL, Acura TL, Infiniti G35, Cadillac STS, BMW 5-Series, Toyota Avalon, Lincoln MKZ's.

  21. "Back to the topic at hand this is a really nice car when you see it in person, and it could take a "few" sells from Lexus like the Genesis did"

    In spite of the marketing hype, the Genesis only competes against the Avalon. This might be cross-shopped against a used Lexus LS, but there is no way anyone I know who drives a new Lexus would consider a Hyundai. Hyundais haven't been good enough for long enough to be seriously considered in the same league. I'm not saying that it won't happen one day, just not today. And it doesn't help that the Equus looks dull as dishwater when even Buicks are getting exciting.

    That said, I have total confidence that Hyundai is going the right direction.

  22. lexus is currently the best selling luxury nameplate in the states, and they sell yaris and corollas as well, that doesn't seem to be a problem for toyota/lexus.

    oh yeah, and ppl said exactly teh same thing when lexus were introduced 20+ years ago, they said that no way would anybody pay $50k for the company that also makes the cheapo econoboxes like the corolla, and that was back when carsl ike corollla/camry were NOT best selling cars like they are today, and again, toyota/lexus had no problem overcoming all that.

    so if all of your dissaproving comments mean anything is that it will foreshadow hyundai's success in the luxury nameplate world, just like acura/lexus before it.

    as for the phaeton, it failed because it was essentially a bigger passat with v6 and FWD in the base trim, so mechanically it wasn't more luxurious than a toyota avalon or nissan altima, but they charge twice as much for it, they later tried to salvage the fwd chassis by slapping on the 4-motion awd on all the phaeton, but then again you can get 4-motion on cars like the passat as well, which didn't help the image of the phaeton. the hyundai genesis/equus are all equipped with v6/v8 with RWD, that alone set the mapart from 99% of the import econoboxes including most of their own hyundai/kia cars, this is also what differentiates lexus form toyota as well, so they are using a winning formula.

  23. The only Lexus that sells is the IS, ES, and RX. There bigger $45K cars barely blip the sales chart.

  24. "Lexus still kicked BMW's ass in sales this year."

    Whatever. The IS, ES and GS and SC aren't really luxury cars. They're sales filler. The only decent car Lexus has is the LS. However good it is, the generic LS is pathetic against the S-Class, 7 Series, and anything British or Italian. I realize that Lexus is regarded as a huge success story, but Hyundai isn't in the same league as Toyota was in 1980s. If Hyundai is comparing themselves to Toyota/Lexus, it's based upon a lot of quicksand.

  25. "The only Lexus that sells is the IS, ES, and RX. There bigger $45K cars barely blip the sales chart."

    so? mercedes C, E and GLK accounts for over 70% of mercedes' sales, audi A4/A5, A6 and Q5 accounts for over 80% of the total Audi sales, and nearly 50% of all bmw sales comes form 3 series alone. the only brands that have a more even distribution of sales number spread across all vehicles are wannabe-luxury like lincoln and buick, so it's a GOOD sign that lexus is sharing the trend with the rest of the top dogs.

  26. WOW!!! It is getting hot in here! Do all you guys work for competing car dealerships in the same neighborhood or something?:) I'm just kidding….please…don't kill me.

  27. The VW Phaeton failed for several reasons. 1) It was not competitive for its price; 2) No one in their right mind with $70K to spend on a luxury is going to walk into a VW dealer; 3) It is a VW with all the terrible reliability, dealer problems, and lack of prestige the VW badge carries with it

    Hyundai will just have to learn this lesson the hard way with the Equus

  28. …competes with Avalon??? Avalon is just a camry stretch with a simulated Buick dash. I admit that Avalon is the best-lookin toyota/lexus for under $50k; but it's really not in the league with Lincoln, Acura, Lexus LS or Genesis. A nice car to be sure; but nice for $27k; not really in Genesis territory.

  29. Now Hyundai is competing in every market segment. Even if they only sell 100/month of these, it will be a sucess.

  30. "Now Hyundai is competing in every market segment. Even if they only sell 100/month of these, it will be a success."

    That's completely incorrect. Unless they sell tons of these ugly boogers without huge markdowns or Hyundai's traditionally generous financing, it will be considered a colossal failure.

  31. GUESS AGAIN, Mr. "Unless they sell tons of these… it will be considered a colossal failure." It spreads the Fixed-Asset Overhead. Even at a loss, it covers development costs that will make the company more competitive overall in the long run. Kinda like AMC producing cars at a loss/unit all those years — it helped (AMC) spread out some of the overhead at the profitable Jeep Division. ("Long-run" being a concept that has dissappeared in the US with the advent of lawsuit-mania and an ever-lowering standard of living — aka increasing socialism). If you haven't observed how "Standard Accounting Principles" affect decisions at companies like GM & Toyota, then this may be a bit over your head.

  32. Even with the market the way it is now I'm sure they will be able to sell these. It really is a nice looking car and quality appears to be quite good. It would definitely stand to benefit them to establish a different name brand for this line Genesis or whatever, if simply to beat the stigma of Hyundia which until recently was still viewed as crap. The idea of using Nissan dealerships is not bad but is forgeting one important fact, Japanese and Koreans HATE eachother. Not gonna work.

    The Phaeton failed for two reasons.
    1. It was a bigger passat in every sense. The side profile is hideous and all around just wasn't an attractive car.
    2. Any body willing to drop 90k on a car had plenty of options and VW wasn't on the menu. If you have sales figures to prove me wrong please ablige me.

    The point is that eventually these cars will get a foothold in the world market, but it will probably happen sooner under a different namebrand.

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