Hyundai Readies Equus for U.S. Sales

As they have already shown, a recession is the best time to launch, what is for them, a high end sedan. People aren't going to want to give up their luxury features but they are finding they can no longer afford the luxury mark cache. Their customers will feel smart, if not like ballers.

"They're better then they used to be, but they're still not good cars. "

I can't think of single bad review of the Genesis. Most are surprised by how really great it is.

What's the basis for your comment?

"They're better then they used to be, but they're still not good cars."

Seriously?

firstwagon,
He must not even know what the Genesis is. Or the Elantra. Or the Sonata. Or the Veracruz. Etc.

Seriously, dr1ve4fun - where have you been? Did you hear that GM and Chrysler went bankrupt, or was your head hidden in the sand for that too?

@ dr1ve4fun:

I disagree with your statement about Hyundais not being good cars. As a matter of fact, Hyundai has been recognized as having higher build qualiy than Toyota, Honda and Nissan. Now, I don't know about the $5OK price, but the Equus is a nice car.

The Equus is a total joke. The car is a complete copy of the Lexus LS430 inside and out. And I don't mean a copy of the proportions like Lexus initially did with Mercedes. I mean complete copy where even certain styling details are exactly the same (although the ugly character line is a Hyundai original). Hyundai will never succeed in the high-end luxury segmant unless they develope some stylistic originality or some engineering ingenuinty. As it is now, they just copy what everyone else does, only they do it in a slightly more user-friendly way for less money.

The Genesis can get away with that at it's price point (largely because it offers a unique combination that has few direct competitors), but the Equus is playing in a realm where you could just as easily get a new E-Class or 5-Series, not to mention a two year old S550, 750i, or LS460. All would offer more technology and better performance not to mention considerably more cache (which, lets be honest, is what most buyers in this segment are looking for).

Hyundai has certainly improved their build quality as well as their interior materials...but many people also consider resale value when considering a car "good"...Hyundai for the time being still lags behind industry average on many models.

jlcii:
Please give us the links to the sites showing Hyundai having higher build quality than Nissan, Honda, and Toyota.
Thanks

Hyundai is one of only few automakers that actually made money last year. They're not good cars? However I'm not sure if bringing over the Equus is a good idea. It could end up just like the Volkswagen Pheaton. People just don't like the idea of paying over $50k for a Hyundai.

Hyundai copied a car? Really? 1993 called they wanted their statement "hey Asian car companies are copy designs" comment back.

Instead of making some god-awful looking car copying what people like makes more sense to me.

People want BMW/Mercedes looks and a Hyundai price? well they just got their S/7-series car for half the price.

I saw one of these in Chicagoland area today....how is that possible. Rear badge even said "Equus" Must have been a manufactures car.

The Equus, of all names? Does this mean that Daniel Radcliffe is going to pose nude with the car during its English debut?

Equus is Hyundai's luxury brand in Korea. Like Lexus is for Toyota.

The flagship Equus is stunning. It looks more expensive than a LS and looks like a $50-70K flagship car.

It really surprised me when I saw it. It looks absolutely stunning in black, which seems to be the only color for it in Korea.

The styling is fantastic, especially the nice character lines on the flanks. It does a better job at creating it's own identity better than the LS. Definitely influenced by the euros and Lexus, it nonetheless creates a strong identity.
I think it's going to blow a lot of people away.

Hyundai is becoming one of the best car manufacturers it has over passed Toyota and Honda its plants are so advanced that they can afford to focus more on making good cars especially since they united with Kia they became the Samsung of cars unheard of a couple of years ago but now making some of the best products in the present.

I would make fun of it too mercedesfan, but Hoondai has proved itself with the two Genesissies (or however you phrase that). I agree that $50k is steep for a Hoondai, but $40k is steep for a Taurus too!

"The Equus is a total joke. The car is a complete copy of the Lexus LS430 inside and out." - mercedesfan

*******

That's funny since the LS430 was a virtual CLONE of the S Class at that time (w/ an eerily similar C-pillar and rear fascia).

And actually, the Equus looks NOTHING like the LS430, not the headlights, grille, greenhouse, C-pillar, etc.

So gee, how exactly did the LS430 become a success for Lexus?

As for Hyundais "not being good cars" - a good no. of their models rate above Toyota's lineup in enthusiast magazines and also rank in the top 3-4 for their segment in Consumer Reports.

As for reliability, Hyundai has already been ahead of Nissan and is catching up to Toyota/Honda (Auto Bild which does the most comprehensive analysis of reliability in the industry places Hyundai in the top 5) and for initial quality (IQS) as compiled by JD Power, Hyundai has been rated above Honda/Toyota a couple of times, including this year.

Anyway, Hyundai only intends the Equus to be a low volume model and unlike the Phaeton (which ranged from $68k to over $100k in price) will not only seriously undercut other flagship sedans, but will also be less expensive than comparably equipped mid-sized models like the 5 Series and E Class.

I have driven multiple new Elantras, Sonatas, and Santa Fes. I would never consider any of them to be a good car. To me they are just another car. I didn't say that any other make is better. Simply that I do not think they are good cars. They do not match what I want out of a car. As far as I'm concerned, you get what you pay for.

So dr1ve4fun, I guess nobody makes any "good" cars then.

I've owned 3 Hyundais (Elantra, Tiburon, Santa Fe) and I would consider all of them to be good cars (and good is an understatement). Our new Santa Fe Limited is every bit as luxurious as my mom's Buick Enclave, if not more so (and cost quite a bit less fully-loaded than her entry-level model). I think the Equus will be further proof that Hyundai can make any kind of car they want with great value and appeal, even if there are those that will always consider Hyundai to be a junk car no matter what they do.

@jameswillard: There are a few Equus sedans over here already (Korean spec) to create some buzz and get people talking about it. Looks like it's working.

Here is a link showing the quality rank

http://seekingalpha.com/article/145276-how-does-automakers-car-quality-rank

Hyundai is following the foot steps of VW, trying to change the buyers' perception, and the only way to do that, is to do what they are doing. Keep pushing the envelope, keep delivering more than what people would expect, and keep standing behind their products.

Would I pay 50K for an Equus, probably not, as I wouldn't pay 60K for a Touraeg.

Bring the Equus Hyundai. A copy from Lexus? There is an old say in the industry: you check your competitors, copy the ideas and make them better.

Talking about spending $50K on a luxury car I see that as a better option that spending $50K grand for a Chevy or Ford pickup.

About a used luxury car, I'll take a used LEXUS LS430 over a MB or BMW in a hurry. Not even the new LS460 matches the old one in quality and reliability.

Hyundai is doing a good job in listening and getting the products people want. Nope I don't own a Hyundai but looking at the possibility.

Hyundai is going to have to improve their dealerships if they want to play in the high end.

I was considering buying a Veracruz, but decided against it because the dealership in south Austin was so run down. The south Austin dealership looks like it hasn't had a major makeover since the 70's. And the way they treat you is also reminisent of car dealerships of the 70's.

I ended up buying a CX-9 as the Mazda dealership experience was so much better.

i dont like hyundai cars n how can dey dream of comparing lexus ls460l with dis shit....

I've had two Elantras in the past and my parents own a Santa Fe and all three have been terrific cars. They never gave an ounce of trouble and feel well-built. Are they exciting? Not really, but neither are most Toyotas or Hondas. YThe new ones feel just as good as the top Japanese compeitiors but for less money and a better warranty. I have no doubt that Hyundai will do a fine job with the Equus