It's Official: 2011 Hyundai Equus Coming to the U.S.

$20 says Daniel Radcliffe buys one if they keep the name...

Ditch the hood ornament and you've got yourself a looker.

Please God let them change that tacky grille to one like the Genesis. And lose the flying b... er... hood ornament. It's not a Rolls.

Hoondai Alpha? Exodus? Judges? I have no clue.

Needs a new grill, otherwise looks okay.

Hood ornament not necessary.

I like.

"hood ornament" even the term is goofy. What goes out - often comes back....imagine if we return to practically every car having one :-(

They could name it Exodus or just skip right to the end and name it the Revelation.

P.S. get rid of the hood ornament!

Some cars can pull off hood ornaments. This car cannot.

The Genesis V6 was a great deal, especially considering that it's probably a lot nicer than the Avalon for similar money. I do not see how Hyundai, even though it has come a long way, appealing to those who are going to spend $50k-range.

The name "Hyundai" lacks the panache. Image counts more than simple quality, as price increases.

This is goign to be a stretch. I certainly wouldn't by this expensive a vehicle from any of the Hyundai dealers I have seen. I think most luxury car buyers want a nicer dealership experience than current Hyundai dealers are able to provide.

I agree with most of you -- I don't like the grill/ name "Equus -- which infact is a bad word in my language lol-- so i'm not buying this car as long as it has this name for sure" and i also didn't like the front head lamps ... too tacky. and please get rid of the bird --- this car needs to bring elegance which it's lacking miserably .

I think Genesis rules in Hyundai.

I'm sure pedestrian safety standards will nix the hood ornament.

This is phaeton 2.0. My 60k could go toward many cars (5-series, e-class, a6, even an m3), but a poseur, hyundai lexus-wanna-be? You've got to be kidding.

And you'd think with all the advances Hyundai has made recently, they'd have figured out how to make that camera more subtle and less blatant.

This is phaeton 2.0. My 60k could go toward many cars (5-series, e-class, a6, even an m3), but a poseur, hyundai lexus-wanna-be? You've got to be kidding.

And you'd think with all the advances Hyundai has made recently, they'd have figured out how to make that camera more subtle and less blatant.

Not sure how this car will compete in the prestige department.

Hyundai needs to spin off a new nameplate like Lexus/Toyota.

"Equus -- which infact is a bad word in my language lol"

Well... Lacrosse is slang for "to pleasure one's self" in French canadian, so GM changed the name to allure. So maybe you can buy the car by a different name.

Badge aside, I wonder if this car has the potential to do what the Lexus LS did to its segment 20 years ago?

I can understand the apprehension of buying a $50,000 vehicle at a Hyundai dealership, but think of Edmund's Long Term Ram. Wasn't it more than $40k? And from a Dodge dealership. People had the same criticism about the GTR.
The Equus looked amazing at the NY autoshow. I could care less about the badge.

I think it's "horse" in Latin. Or something. This steed is not for me though. For "somewhere south of $60K" I'd get another much more potent stallion: the GT500 Mustang.

The nose is a bit over-done, and as a result it reminds me of a Chinese car.

Hyundai are good cars. But really, good luck with this one... people willing to spend ~$60k on a car would NEVER consider a Hyundai.. no matter how good the quality or how well equipped it is. The car's brand becomes a important factor in this price range.

Haha...Hyundai continues to think it can beat Lexus. and "Equus"? this is aimed at British *orn stars and 20 year olds called Danielle Radcliffe who rub horses while naked...yeah, nice going Hyundai.

Here are a few examples they need to study before putting that in a Hyundai dealer...

-2002-5 Ford Thuderbird
-Volkswagen Touareg
-Maybach (sold along side extremely similar S-classes, and more striking CL's)
-Toyota Supra
-Ford Edsel
-Mazda 929

Lesson learned? You can have an extremely good car worth the price, but try selling it among Elantras, and it just might not do that well. I think a spin-off brand is in order.

Woops...not Touareg. Though I don't see many Gen II's around, even in so-cal. I meant PHAETON.

people thinks Equus got its name from Harry Potter guy's musical play.
Equus been out for more than 10 years.
Second, dont compare this again with the VW Phaeton. You tried it with Genesis and it was proven you were wrong.
Will it be a true S-class or LS fighter? Probably not and everyone knows that.
This car will be an underdog just like the Genesis offering great value for price like all Hyundai models does.

Quite honestly, in terms of luxury, material selection and quality of construction, the Phaeton is a much better choice than either the Genesis or Equus. If you've ever spent some time in a Phaeton, you'd understand.

However, the marketing comparison is spot on. VW couldn't sell a $40,000 Passat (W8) at the time, yet they thought it was a great idea to continue efforts in bringing a $60,000+ Sedan into dealerships. The logic just wasn't flowing, even though the Phaeton sells well over in Europe. The car itself was every bit as competitive as an A8 (its mechanical twin, in fact), but it didn't have the panache of the four rings to change people's perspectives.

In the end, the Genesis accomplished what VW couldn't, and I personally think it had everything to do with their overall pricing structure. The Genesis, a legitimate large luxury sedan, could be had for a shade over $30k. If Hyundai keeps the fully-loaded Equus under $50k, they could feasibly steal some shoppers originally looking for a base A6/5-Series/E-Class.

If there is a market and buyers why not. The Genesis is doing very well. Will see.

I agree with the comparison to the Phaeton. Maybe all Hyundai dealers aren't like the ones I have visited, but the local VW dealers look way more upscale than the local Hyundai dealers.

Ughh, not the INSIPID Phaeton comparison again.

First off, Hyundai doesn't plan on the Equus being a big seller and is using the Equus as a "halo" model (w/ the Genesis) to set the scene for the introduction of a luxury nameplate in about 6-7 years when the next gen Genesis and Equus are set to be introduced (there is also talk of an upmarket V8 Genesis coupe).

Second, the Equus will undercut a similarly equipped Phaeton by over $20k and hence has a price advantage that the Phaeton did not have.

Third, the Equus will not have a stablemate (such as the A8) which could be had for only a few thousand more.

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"Please God let them change that tacky grille to one like the Genesis. And lose the flying b... er... hood ornament. It's not a Rolls."

@albook

The V6 equipped KDM Equus has a much better horizonatally-slatted grille.

As for the hood ornament, it's pretty safe to say that it will stay in Korea where it is common to find them on executive-class vehicles (same as Japan where top of the line Nissan, Mitsu, etc. executive sedans have hood ornaments).

Anyway, the V6 version doesn't have the hood ornament and instead, has an Equus badge on the hood (actually wouldn't mind seeing a version of the klingon/waterfall grille that is on the Genesis).

So many arm chair comments from the skeptic tank. You'd think Hyundai had NOT just overtaken Ford for #4 in the world and didn't know what they were doing. Most of you do remember that Hyundai just broke into the top ten about a decade ago and this monster is now kicking Honda's tail handily.

And how many of you ragged on the Koreans about the 10/100) warranty(now copied by so many, the Genesis(a huge success) and just 10 years ago they were barely surviving with 98,000 US sales annually, which left most saying they were leaving the North American market. My how things have changed.

In fact, Hyundai/Kia hasn't quite warmed-up yet. The new Sonata, Tucson and so many products in the pipeline from Hyundai and Kia that are sure to ramp up even more sales will likely keep them at #4, as they are huge in the emerging markets of Çhina and India.

I'll continue to vote FOR this company that continues to defy the cynics.