100 Hyundai Equus sedans coming to U.S. dealers

[Sal Collaziano]

Filed under: Sedans/Saloons, Marketing/Advertising, Hyundai

Hyundai Equus - Click above for a high-res image gallery
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The Hyundai Genesis sedan has won plenty of accolades since its introduction, and with just over 6,000 units sold so far this year (through April), Hyundai wants a bigger share of the luxury pie. So beginning this summer, the plucky Korean automaker plans to ship 100 Hyundai Equus sedans to the States for display at dealerships throughout the country in order to gauge public reaction. If it wasn't obvious after the Equus' North American introduction at the New York Auto Show, it is now: Hyundai desperately wants to bring the Equus to the U.S., but are Stateside consumers ready for it?

According to Oles Gadacz, a Seoul-based spokesman for Hyundai, the automaker believes the introduction of the Equus, "would decisively shift public opinion in our favor," even more than the Genesis sedan and its coupe counterpart.

While the Equus would go head-to-head with such luxury stalwarts as the BMW 7 series, Mercedes-Benz S-Class and Lexus LS460, it's price-point of approximately $75,000 could still be too high for brand-obsessed buyers. However, the current economic climate could cause consumers to finally look beyond the badge and start considering alternatives that offer all the amenities available from the Germans and Japanese at a lower cost. But Gadasz admits Hyundai doesn't expect the Equus to be a huge seller in the States, saying, "We have modest expectations."


Gallery: New York: Hyundai Equus



[Source: USAToday]100 Hyundai Equus sedans coming to U.S. dealers originally appeared on Autoblog on Thu, 07 May 2009 18:02:00 EST. Please see our terms for use of feeds.



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[Michael_S]

If the price point is $75,000, it has better be just astonishingly well equipped.

The Volkswagen Phaeton was a very good deal for $70,000, and it was a sales disaster. I think the Genesis succeeded where the Phaeton failed because the Genesis went after a lesser market.

If a $75,000 Equus doesn't equal or better an S-class or Lexus LS optioned to $120,000 in every imaginable way, I think it will be a failure.

 

[jwaters943]

The Phaeton went on sale in 2003 IIRC and was not IMO a good deal at $70k. You got a very luxurious, but overweight sedan w/ VW caliber service for only a bit less than a comparable Audi A8. The A8 had the advantage of offering better acceleration as a result of it's lower curb weight and more prestige.

If the Equus costs anywhere near $75k, no matter how well-equipped, it will land with a resounding thud and rot on dealers lots. No one but a few random car collectors w/ money to blow would buy a $75k Hyundai. Either way, it won't happen IMO. I hate when these so-called automotive websites throw out random numbers because so many take their hearsay as fact. I seem to recall Motor Trend stating the Genesis would start at $40k before they came out.

 

[Sal Collaziano]

Guys. This car is not going to start anywhere near $75k.

 

[BacktoHyundaibychoice]

Guys. This car is not going to start anywhere near $75k.

You're right. Took my car in for first oil change yesterday and chatted with the sales manager. He told me 2 things of interest:
1. His shop will be "hosting" this car for 2 weeks later this summer. He's already passed my name/email to corporate, which will then send me an invitation to see it. He doesn't think test drives will be available, but HMCA may decide otherwise.
2. He says the pricing he's hearing is $45-$55K TOPS. Obviously that could change along with the features and design that we're seeing now (HMCA is still calling this a concept).

If Hyundai brings this car to market here, they will NOT make any Phaeton-like errors.

 

[Sal Collaziano]

You're right. Took my car in for first oil change yesterday and chatted with the sales manager. He told me 2 things of interest:
1. His shop will be "hosting" this car for 2 weeks later this summer. He's already passed my name/email to corporate, which will then send me an invitation to see it. He doesn't think test drives will be available, but HMCA may decide otherwise.
2. He says the pricing he's hearing is $45-$55K TOPS. Obviously that could change along with the features and design that we're seeing now (HMCA is still calling this a concept).

If Hyundai brings this car to market here, they will NOT make any Phaeton-like errors.

Great news! I know - they will NOT make the same mistakes that Volkswagen did.. I think the sales manager meant to say $45-$55 as a starting price, however...

 

[Simonwpb]

I had a "double-take" when I read $75K for a Hyundai!

I pegged the Equus as a $50K car. I think a $10K premium over a Genesis and $10K less than an LS460 is what the market will bear.

 

[BacktoHyundaibychoice]

Great news! I know - they will NOT make the same mistakes that Volkswagen did.. I think the sales manager meant to say $45-$55 as a starting price, however...

Nope. He's saying $45 as start, up to $55 for fully loaded. Even gave sample Sonata-to-Azera-to-Genny pricing as examples.
Once again, it's too early to say what the final-final will be IF they decide to bring it here. But I get the impression they want to...

 

[BacktoHyundaibychoice]

I had a "double-take" when I read $75K for a Hyundai!

I pegged the Equus as a $50K car. I think a $10K premium over a Genesis and $10K less than an LS460 is what the market will bear.

Sounds about right to me.

 

[Flex59]

How do I get my name/e-mail on a list for when the Equus is brought to States? I live in Miami, Fl.

Does anyone know if Hyundai is planning to bring one of the Equus to a dealer near Miami/Ft. Laud?

Hyundai, if you're reading this, please let us know how to get on the list.

PROUD and HAPPY Genesis owner.

Flex59

p.s. I hope it's true about the starting price at $45,000 for the V6!!

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[Sal Collaziano]

How do I get my name/e-mail on a list for when the Equus is brought to States? I live in Miami, Fl.

Does anyone know if Hyundai is planning to bring one of the Equus to a dealer near Miami/Ft. Laud?

Hyundai, if you're reading this, please let us know how to get on the list.

PROUD and HAPPY Genesis owner.

Flex59

p.s. I hope it's true about the starting price at $45,000 for the V6!!

I'd like to be on this list as well. I'm in West Palm Beach, Florida...

 

[BacktoHyundaibychoice]

I'd like to be on this list as well. I'm in West Palm Beach, Florida...

I'd suggest starting by calling your GM or SM and asking. Nothing to lose, right? If no satisfaction, an email to HMCA would be next. If that doesn't work, I'll ask my guy for a list of "host" dealerships and let you know. But we do have a couple/few months before they arrive.

 

[jwaters943]

p.s. I hope it's true about the starting price at $45,000 for the V6!!

Hmmm. I wonder if the V6 will be their newest version w/ Direct Injection? Here's to hoping that $45k is an accurate number and that the V6 model comes w/ around 320hp and an 8-speed auto. As much as I love my Genesis, I would REALLY be tempted to upgrade.

 

[Michael_S]

The Phaeton went on sale in 2003 IIRC and was not IMO a good deal at $70k. You got a very luxurious, but overweight sedan w/ VW caliber service for only a bit less than a comparable Audi A8. The A8 had the advantage of offering better acceleration as a result of it's lower curb weight and more prestige.

As I recall, a comparably equipped A8 cost almost $20,000 more. I could be remembering wrong.

A lot of the reviews of the Phaeton were very positive, too. And while I'm extremely impressed that the Genesis gets excellent crash ratings and good handling at a light weight, there's also something to be said for the stability, solid feeling, and presence of a 5200 pound sedan.

Most buyers just couldn't get past the badge on the hood.

 

[jwaters943]

Not sure how they stacked up equipment wise, but according to this site the base MSRP for a 2004 Phaeton was $64600, while the base MSRP for the 2004 A8 was $68500. A difference of $3900 or 6%.

Source: http://www.cargurus.com/Cars/Overview-c325-2004-A8.html?urlSource=switchCarWidget

 

[monblanc]

100 will be sold quick, like in a few weeks, in my opinion. Korean corporate will pick up some and some korean guys will buy here and bring them to Korea.

The 100K pricing in korea is possible because BMW's and Mercedeces can cost 200K - 300K easily there !

 

[Flex59]

I hope backtohyundai is right about the $45 to $55,000 price for the V6 Equus.

The only thing I hope is that they don't leave it with the hood ornament! I like the trunk, steering wheel & shift knob, but not the hood ornament. I am not saying is ugly, I just think it may look better without!

Also, the Equus would look better with 20's, but, again is just a personal opinion.

And finally, has anyone seen any video of the Equus been road tested (i.e. Autoblog or any Korean car show!?)

 

[Geministorm]

I agree about the hood ornament, get rid of it. Of course, I'm sort of a minimalist with it comes to this sort of thing, which is one reason why I find my Genesis so attractive; nothing on the hood, the interior doesn't have a lot of flash and bang, nice smooth lines...

 

[Sal Collaziano]

I'm jut the opposite.. I like hood ornaments - as long as they're classy. I liked the big "R" on the Riviera, the wreath and crest on Cadillacs. The three-pointed star on Mercedes. And the whatever it is on the Lincoln Town Car.. Maybe they should make it optional...

 

[Annapolis Hyundai]

Hey guys/gals. Annapolis Hyundai in Annapolis Maryland will be one of the dealers proudly displaying a Hyundai Genesis Equus. Come check it out!