Quick Spin: Hyundai Equus is a high horse looking for its Praetorian Guard

[Sal Collaziano]

Filed under: Sedan, Hyundai, First Drive, South Korea

​

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

The Hyundai Equus is doing its homework on the American market before it arrives in the fourth quarter of 2010. We took a ride in the upscale sedan during the Pebble Beach weekend in Monterey, and from our brief time aboard, we guess that, if it's priced right, it will do just as well as its only-slightly-less luxurious kin, the Genesis.


Gallery: Quick Spin: Hyundai Equus



Photos copyright (C)2009 Jonathon Ramsey / Weblogs, Inc.Continue reading Quick Spin: Hyundai Equus is a high horse looking for its Praetorian Guard

Quick Spin: Hyundai Equus is a high horse looking for its Praetorian Guard originally appeared on Autoblog on Mon, 17 Aug 2009 11:58:00 EST. Please see our terms for use of feeds.



Permalink | Email this | Comments

Read more...

 

[dataguy]

A ton of good information here, even though the car at Pebble Beach was the KDM version, such as how the front view camera and lane departure warning system work.

I also like the quote on the hood ornament:

The hood ornament wasn't going to make it over, but initial reaction has shown that potential customers have liked it, so Hyundai is considering whether to make it an option, like the Jag's leaper.

 

[ajls09873]

Maybe hood ornament is option.

 

[dataguy]

Maybe hood ornament is option.

I read this morning in another article that they'll probably give a bunch of ornaments to dealers to swap out for customers who want one. Probably a good call--a few bucks of plastic and adhesive to help sell a $50K+ car.

 

[LasVegasGenesis]

I can't wait for this car to get here! I plan on getting a loaded-up one. I'm hoping it will have the 5.0 with the 400+ hp engine. It will need to extra ponies to make up for the extra size and pounds over the Genesis. I saw some photos with the name VS500 on the back.

 

[akuma]

it's all going to come down to one thing really. it's not the perceived prestige, or the dealership quality, or the hood ornament, or even the styling. it's going to be all about the price. if it starts at under $50k, like the first real guess from edmunds (48-58k), the car will have some measure of success not unlike the Genesis. but if the car starts at above $60k, or even $70k like proposed at the car lounge forum (vwvortex), it will fail like the Phaeton, an equally impressive car back when it came out. plain and simple.

 

[GripperDon]

The phaeton under the skin was a Bentley.
The Equus under the skin is a Genesis.

The reverse of the situation.
It's looks overly ornamental.
The Genesis IMO is much more understated and has a more refined look.
More power, wow the 3.8 already breaks 6 seconds to sixty.

IMO, It will cost about $68k to get it out the door or about $30k more than the tech packaged 3.8

No need to upgrade for me. I had a Phaeton and it was wonderful but if VW could not pull the price off I don't think Hyundai will.

 

[ajls09873]

^
Same logic,
The BMW 7 series under the skin is a BMW 5 series.
The Mercedes S-class under the skin is a Mercedes E-class.

 

[YEH]

The phaeton under the skin was a Bentley.

I had a Phaeton and it was wonderful but if VW could not pull the price off I don't think Hyundai will.

And that was part of the problem for VW.

VW thought it was offering the Phaeton at a "discount" (compared to a Bentley) by pricing it in the mid $60-100k+ range.

Unfortunately for them, the vast majority of consumers didn't see it that way, and instead, saw an elongated Passat (pretty much the Passat design stretched) for not much less than an A8 (most auto buyers don't know or care that the Phaeton was built on the same platform as the Bentley, unlike the A8, and would much rather have an A8).

Hyundai is going to offer the Equus for almost $20k less (starting base), and unlike VW, isn't looking for S Class sales, and instead, sees the Equus as a "halo" model to pave the way for a luxury mark 5-6 years down the road.

 

[GripperDon]

It they want all that. They are going to have to get it in it's own dealer ship.

Toyota did the right thing with the Lexus.

VW did the wrong thing with the Phaeton.

The service department must act differently, the customer service will have to have a major overhaul.

______________________________

Help support this site so it can continue supporting you!

 

[YEH]

^ Hyundai is planning the rollout (as it stands currently) of a new lux make when the next gen Genesis and Equus are ready to debut in about 5-6 years.

Hyundai is correct in its calculation that the US market isn't quite yet ready for a lux brand from Hyundai, and that the next 5-6 years w/ the Genesis and Equus, as well as the new Sonata, Tuscon, Santa Fe, etc. will result in a much improved public perception of the Hyundai company (as well as the VG, new Sorento, etc.), paving the way for the introduction of a Hyundai/Kia "lux" brand.

The Genesis and Equus being sold at Hyundai dealerships was always considered a stop-gap measure.

What VW did wrong was offering the Phaeton in that price range in the 1st place (really doesn't make sense since the VW Group already offers the A8 in the US).

Otoh, a Phaeton priced in the low-to-mid $40k probably would have done much better.

 

[LasVegasGenesis]

While price is going to be a factor, I think that features and quality will play a major role in converting Lexus, MB, BMW and Audi drivers to a $50K Hyundai. There are many people out there that despite their solid financial situation, are choosing not to pay for a nameplate. I am one. I was ready to purchase a loaded 2009 LS460L for $80K and was immediately converted with one drive. I didn't buy the Genesis to save $38K, I bought it because it was and is a great car. I actually took the money I would have spent and bought a new tricked out Jeep Wrangler.

As recently as yesterday there were three separate times when I was approached about my car. All comments were favorable. In the back of my mind I feel like one of the early Lexus buyers in 91 who knew something that not everyone knew.

I know that the Equus will in essence be in all factors (less snob appeal) at $95K car. Will it be worth it for me to spend $50K - $65K depending on model. As a business man, that's a smart decision. I have already advised muy dealer that I want a loaded V8 with the Executive Rear Seat option. Once I get it I can decide what to spend the money I save on.

 

[wallymn]

the Equus is based on the Genesis platform (stretched 6 inches)
same engine (maybe direct injection maybe not)
same tranny

they are talking about a 20K gap between the Genesis and the Equus???

I think the real problem wont be MB or BMW but Hyundai.

How do you explain a 20k markup on a stretched Genesis?
(rear seat toys don't explain this gap)...

The S class has its own engine/platform
The 7 series, has its own engine/platform (admit the engine is coming late)

How many discount shoppers are going to look at the Equus see the Genesis and think for 20k I will step down? This isn't a country of chauffeured middle management like in Asia.

 

[ajls09873]

^
The 7 series, S-class has its own platform?
I first heard it from you.

7 series is a stretched 5 series.
S-class is a stretched E-class.
Lexus LS is a stretched Lexus GS.

'Share platform' is not mean basically same vehicles.
It share RWD architecture only.

Anyway, i partly agree with you, hyundai should explain what is the difference from genesis sedan to potential buyers.

 

[akuma]

the Equus is based on the Genesis platform (stretched 6 inches)
same engine (maybe direct injection maybe not)
same tranny

they are talking about a 20K gap between the Genesis and the Equus???

I think the real problem wont be MB or BMW but Hyundai.

How do you explain a 20k markup on a stretched Genesis?
(rear seat toys don't explain this gap)...

The S class has its own engine/platform
The 7 series, has its own engine/platform (admit the engine is coming late)

How many discount shoppers are going to look at the Equus see the Genesis and think for 20k I will step down? This isn't a country of chauffeured middle management like in Asia.

that was my main point about pricing. the Equus unfortunately will not be compared to S-class, 7 series or A8, by most buyers. it will be compared to the Genesis, just like the Acura RL is not compared to the E-class, 5 series or A6 or even the Lexus GS and Infiniti M but to Acura's own TL. the RL is now discounted to the point of being almost the same price as a top-line TL. when the Phaeton came out, it was thought of as a very fancy overpriced supersized Passat.

if the gap is less than $10k for a base Equus over a fully loaded Genesis ($42k), it has a chance. at $20k, no way. heck, customers might even compare the Equus to the all-new Sonata at 2-4x cheaper (depending on how cheap the Sonata is and how expensive the Equus is). the Hyundai marketing guy, Joel Ewanick says that the Equus will only come basically loaded, with the only option probably being the back seat package. so there's probably going to be less than $10k separating any trim of the Equus.

however, for 2010, the Genesis is supposed to get a few more options that might increase the maximum price to the mid 40s giving the Equus just a little more room to work with.