First Drive: 2011 Hyundai Equus

[Sal Collaziano]

Filed under: Sedan, Hyundai, First Drive, Luxury

The Ultimate Four-Wheeled Value Proposition

2011 Hyundai Equus - Click above for high-res image gallery​

If the Genesis sedan was Hyundai's opening salvo to bring the pain to Lexus, the Equus is a set of leather-covered brass knuckles flying towards the jaws of Audi, BMW and Mercedes-Benz. It's a bold move by an automaker riding high on the intoxicating fumes of increased marketshare and boosted brand awareness. But here's one thing the Equus is not: Phaeton Part Deux.

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Gallery: 2011 Hyundai Equus: First Drive



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First Drive: 2011 Hyundai Equus originally appeared on Autoblog on Tue, 07 Sep 2010 00:01:00 EST. Please see our terms for use of feeds.



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[MrPhantom]

After looking at that thing in more detail it really does not look as good at the genesis in my opinion. Even more they didn't introduce it with the eight speed transmission. Something to leave the consumer wanting more on the Equus than the Genesis. With the launch of the 5.0 and the 8 speed transmission set for the 2012 Genesis, I really see no need to take a care that will have a less powerful engine, a less technologically advantaged transmission and at a higher cost than the new genesis. If you're patient enough to wait 12 months, I really see the new engine and transmission worth so much more than the Equus. I do like the idea though, something just doesn't seem right about it, not quite as sexy as the Lexus 460, definitely not as sporty as the BMW 7 series... just really seems to be another car, although the largest production car in America.

 

[msitter]

I have read several posts now on the new Equus and I feel most are missing the point. Styling critics are expressing only their subjective opinion, while valid in their own mind are not the final arbiter of world class opinion. The first LS400 looked like a copy of the then current Mercedes E class. It has to be way less expensive to compete. Another misled opinion. If you compare pricing, equipment and content line by line, the Equus undercuts the similarly sized luxury imports by 10s of thousands of dollars. The 550i with the same equipment is still more expensive and smaller and the 740i is $15k more without equal options and is a 6 cyl. This and the Genesis get people into the showroom where all Hyundai products are displayed. The buyer of the Sonata today can aspire to move up in the future and there will be a product for them to move up to. I have no doubts that Hyundai will have no problems selling the forecasted 2000-3000 Equus sedans they will import. This car, like the 1989 Lexus LS400 has totally rendered Lincoln and Cadillac irrelavent and gone directly against the luxury import class. Competition from the Equus will also serve to keep the others in this class honest. Similar to that first Lexus that caused the German luxury makers to rethink massive annual price increases that were prevalent at that time.

 

[STREETS]

Well said. To complain about some of the knobs tactile feel, this piece not up to par as compared to a $70K competitors car..hello math wizard! It's $15-20K less! I'll take those knobs just fine!

 

[Seattle Genesis]

After looking at that thing in more detail it really does not look as good at the genesis in my opinion. Even more they didn't introduce it with the eight speed transmission. Something to leave the consumer wanting more on the Equus than the Genesis. With the launch of the 5.0 and the 8 speed transmission set for the 2012 Genesis, I really see no need to take a care that will have a less powerful engine, a less technologically advantaged transmission and at a higher cost than the new genesis. If you're patient enough to wait 12 months, I really see the new engine and transmission worth so much more than the Equus. I do like the idea though, something just doesn't seem right about it, not quite as sexy as the Lexus 460, definitely not as sporty as the BMW 7 series... just really seems to be another car, although the largest production car in America.

I agree with you on the look of this car. not as exciting as the Genesis to me. I'll still wait for final judgement when I see the car.

 

[DavidNJ]

Ok...I doubt if any (say no more than 2-3% of 7 Series, S Class, and A8 buyers will consider an Equus. LS480? Maybe 10-15%.

However, What about Cadillac DTS or Lincoln buyers? Or Infiniti M buyers? Or Lexus GS buyers? Ok, there aren't very many Lexus GS buyers.

Against those cars it offers comparable or slightly higher feature levels. It is still a hard sell. The Hyundai dealer network is more Nissan than Infiniti. There is a huge difference.

As far as comparing it to a 2012 Genesis, the 2012 Equus comes out at the same time with the same power train. When the low production numbers and the announcement of the old V8 and transmission, I commented that it was for a very short model year. The 2011 Equus and Genesis will be current for only 4-5 months.

 

[msitter]

Ok...I doubt if any (say no more than 2-3% of 7 Series, S Class, and A8 buyers will consider an Equus. LS480? Maybe 10-15%.

However, What about Cadillac DTS or Lincoln buyers? Or Infiniti M buyers? Or Lexus GS buyers? Ok, there aren't very many Lexus GS buyers.

Against those cars it offers comparable or slightly higher feature levels. It is still a hard sell. The Hyundai dealer network is more Nissan than Infiniti. There is a huge difference.

As far as comparing it to a 2012 Genesis, the 2012 Equus comes out at the same time with the same power train. When the low production numbers and the announcement of the old V8 and transmission, I commented that it was for a very short model year. The 2011 Equus and Genesis will be current for only 4-5 months.

If they don't consider the Equus, it will be Hyundai Marketing's fault for not getting the right word out. The Genesis outsells the Infiniti M, the Lexus GS and the Cadillac STS, so the word is starting to get out that Hyundai is a value worth investigating. In this economy and political climate, people with money are looking for value that will provide necessary comfort without flaunting wealth. I don't think Hyundai is looking to knock off the big Lexus or Mercedes, particularly if the first year sales goal is 3000. That many should roll off the lots in their sleep. As for the Cadillac DTS(in its last year except for funeral duty), any Lincoln sedan or even the new Cadillac XTS, not in the Equus league, Hyundai could probably cover them with some form of uber Azera with a vinyl top, landau bars and Vogue tires.
As far as powertrains are concerned, they are being downsized. The 740 is now a 6cyl and Mercedes is looking at bringing the S350 here due to the upcoming CAFE regs. They would not do that if they thought it would not sell. In its home market the Genesis only is available as a 3.3 and 3.8 6cyl. The 4.6 is not offered.

 

[homeofstone]

new article http://moneywatch.bnet.com/economic-news/blog/cars-money/luxury-cars-test-drive-of-new-2011-hyundai-equus/1836/

 

[2011bh380]

After looking at that thing in more detail it really does not look as good at the genesis in my opinion. Even more they didn't introduce it with the eight speed transmission. Something to leave the consumer wanting more on the Equus than the Genesis. With the launch of the 5.0 and the 8 speed transmission set for the 2012 Genesis, I really see no need to take a care that will have a less powerful engine, a less technologically advantaged transmission and at a higher cost than the new genesis. If you're patient enough to wait 12 months, I really see the new engine and transmission worth so much more than the Equus. I do like the idea though, something just doesn't seem right about it, not quite as sexy as the Lexus 460, definitely not as sporty as the BMW 7 series... just really seems to be another car, although the largest production car in America.

When you stated that something isn't right about it, the first thing that came into my mind was for some reason was the rims. When I see rims of that design it seems to cheapen the look of the vehicle. I think it may be mainly the chrome and partially the design.

The vehicle in general looks good. Had a chance to sit in one in Korea last July. Very nice, comfy and big.