#NYIAS Forget what you've heard. The Hyundai Equus is coming to the U.S., and when it does it'll be powered by a 5.0-liter V8 backed by an eight-speed automatic transmission.
"You didn't hear it from me," a source close to the project told Inside Line today during the New York auto show. "But you wouldn't be far off if you said the car was coming to the United States. Our chairman wants it."
The full-size sedan, which packs the size and luxury to top the Hyundai lineup, should hit the states in "two or three years" according to our source, but the problem right now is price. In Korea the car starts at the equivalent of $96,000, and taking on the Benz S-Class in America is not what Hyundai has in mind. At least not yet.
Hyundai hopes to get the price down to near $50,000 in the States, where it would give Genesis sedan owners a car to move up into. In the meantime, Hyundai will be gauging the public's reaction to the car all week at the New York show.
We expect more than one show-goer to be asked, "What would you pay for this car?" by Hyundai officials as the company creates the business plan for its new Lexus fighter. -- Scott Oldham, Inside Line Editor in Chief
kingkhalas says:
02:22 PM, 04/ 9/09
That grill looks terrible. Kind of like a buick.
The front end on the picture in the link looks much better.
Price for pictured car above :would not buy.
Price for other picture of this car: maybe 40K
estreka says:
02:30 PM, 04/ 9/09
You mean there's going to be a super-Genesis!? Awesome!
dg0472 says:
03:06 PM, 04/ 9/09
@kingkhalas
Pic above is V8. Other pic is of V6 version.
clarkma5 says:
05:06 PM, 04/ 9/09
Oh dear I think Hyundai's running a bit too fast. Give the Genesis a few years before releasing something even farther above it.
altimadude00 says:
06:36 PM, 04/ 9/09
One way to show you're serious about becoming a competitor to someone else is if you compete with them on all levels. Hyundai, with the Azera, Genesis, and now Equus, are putting a full-on assault on Lexus and Acura. As an added bonus, you create more public awareness of your products.
As for the Equus (pronounced Ek-oos?), all I can say is wow!
bc1960 says:
07:02 PM, 04/ 9/09
I'm not as impressed by the Genesis as Inside Line, but it's a car I would certainly consider if I were buying in that size and price class. The Equus, OTOH, looks like something Geely or Ssangyong might have produced. Hyundai definitely needs to let the group that did the Genesis or the Sonata massage the front and rear styling, and if possible do something about the fenders. The dash needs a complete transplant.
billt9 says:
07:52 PM, 04/ 9/09
The interior is too Lexus RX derived.
But the material is really nice.
autoburetor says:
08:09 PM, 04/ 9/09
Definitely a worthy goal for Hyundai, and something perhaps to make the other manufacturers take notice. At the least, this unofficial announcement could create a little stire to help some of the technology filter down from the most expensive vehicles a little more quickly.
I'm guessing it's pronounced like the Latin for horse: "EK oo oos"
gearcat says:
05:29 AM, 04/27/09
AltimadudeOO, it's pronounced 'ek-wis ... the definition is the genus of the family equidae which includes the horse and related mammals.
markthemark says:
08:24 PM, 06/22/09
I don't know what you people are thinking when you all somehow believe that this car will actually make it to your nearest dealership. This car will never make it in the U.S., for now at least.
There are several factors, and the most obvious fact is the economy. This may perhaps be a good time for Hyundai to expand its market while all lux brands are sliding. If Hyundai truly believes that lux market will rise again with big v8 engines, then entering the U.S. market within 2010-2011 wouldn't be a bad idea, but considering the fact that we are getting environmentally conscious and wage differential being ever greater, Hyundai should consider whether there will be enough demand for $50+k Hyundai. Who will buy this car when/if economy recovers? I think the line is very thin for Hyundai.
Also, Hyundai Equus has always been a domestic car to mainly compete against foreign lux brands. With their quotas and tariffs, which has been carved severely lately, Hyundai was able to increase price in domestic market and Equus had to be the only reasonable solution for upper middle class demographic in Korea. With perhaps less restrictions in trade, Hyundai will face tougher competition and perhaps this car is made to withstand against that, but it does not necessarily equate to the U.S. market as the Hyundai brand value is overly priced in Korea, not in the U.S.
Genesis worked out somewhat ok, but I think we all know for fact that Hyundai is not where they want to be. Just like any lux cars Hyundai Genesis' majority sales are from cheaper v6's, and v8 is there for a show coverage. Yes, profit is probably a bit higher for v6 Genesis than other cheaper line ups, but sales are much weaker and they must increase price to make it more reasonable. For now, it is a good deal for consumer, but not a good deal for Hyundai. With that in mind, bringing in 50+k Hyundai that they wish to sell for 90+k would mean they will have to put a lot of work. It will be a long battle with millions of dollars spent on R&D, quality improvement, branding, and marketing.
In a way they have to take a chance one day, but trade off is perhaps too great for them to handle for now. Also, do we need another v8 lux sedan? Yes, Equus may be cheaper, but if you have enough money to pay for gas that comes with large v8, then you could/should afford a more expansive and more distinguished lux sedan. There is certainly limitation or constraint placed on consumers who might be interested in buy Equus.