REPORT: Hyundai Equus coming to the States in July 2010, priced under $60,000

[Sal Collaziano]

Filed under: Car Buying, Sedans/Saloons, Hyundai

2010 Hyundai Equus - Click above for a high-res image gallery
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According to an anonymous source at Hyundai, buyers in the U.S. will get their first crack at the Hyundai Equus sedan beginning next July, with a cost of entry somewhere south of $60,000.

The Genesis-based sedan, which stretches a little over seven inches longer than Hyundai's first attempt at entry-level luxury, is available in Korea with either the Genesis' 3.8-liter V6 or 4.6-liter V8. However, Stateside buyers will only be able to purchase the bent-eight model when sales begin next summer.

Hyundai's primary aim with the Equus is to compete with the similarly priced Lexus LS460 ($64,700), while offering more luxury amenities including reclining rear seats, massagers and LCD displays. According to Rick Case, the owner of six Hyundai dealerships in North America, "It won't be a volume model for us. It will be a halo car for the brand." If you want to scope out the Korean-market Equus before sales begin next year, 100 sedans are currently available for evaluation at dealerships across the country.


Gallery: New York: Hyundai Equus



[Source: Autoweek]REPORT: Hyundai Equus coming to the States in July 2010, priced under $60,000 originally appeared on Autoblog on Mon, 29 Jun 2009 14:28:00 EST. Please see our terms for use of feeds.



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[Sal Collaziano]

Hyundai needs to setup a similar dealership structure to Ford with their Lincoln / Mercury stores.. This car cannot be a "Hyundai". I know the theory and understanding behind LEAVING it as a Hyundai - but I honestly feel it will not work. People who buy these cars (generally - meaning MOST - which is an important number (if you can call MOST a number)) DO NOT care how nice the new Honda Accord, Toyota Avalon or Nissan Maxima is.. And they will follow the same suit when it comes to Hyundai. These people will certainly CONSIDER a Lexus LS460, Acura RL or Infiniti Q45 replacement.. Why is Hyundai being so stubborn and bringing this car here as a Hyundai?

At any rate - I think UNDER $60k for the v8 is "good" but not very good. I fear that if a fully loaded Equus costs the same as a non-fully-loaded Lexus LS460, people will feel better about buying the Lexus. My feeling is that Hyundai needs to price the Equus so that it's fully loaded at just under what the Lexus LS starts at.

 

[dataguy]

I agree! There's a very psychological difference between the mainstream nameplate and the premium (Chevy/Cadillac, Ford/Mercury, Nissan/Infiniti, etc.). I like Hyundai/Genesis.

Not like I'd ever spend $60-70K on a car, but I don't see the Equus being successful unless it can deliver a loaded model under 60K. You're right about folks willing to pay for the brand if the value difference is close.

One guy who was admiring my Genesis asked me how much it cost, and he pretty much said, nice car, but for that price, he could just about get a Lexus ES350. Well, apples-to-mostly apples, there's a good $4-5K difference, but for some, the brand and the track record is worth that.

Although I don't know what tweaks Hyundai will make for the North American version or the pricing, but having sat inside the KDM Equus, I think it's not just a more-optioned Genesis. It's definitely a more substantial car in feel, appointments, and size.

 

[Mark_888]

Hyundai needs to setup a similar dealership structure to Ford with their Lincoln / Mercury stores.. This car cannot be a "Hyundai". I know the theory and understanding behind LEAVING it as a Hyundai - but I honestly feel it will not work. People who buy these cars (generally - meaning MOST - which is an important number (if you can call MOST a number)) DO NOT care how nice the new Honda Accord, Toyota Avalon or Nissan Maxima is.. And they will follow the same suit when it comes to Hyundai. These people will certainly CONSIDER a Lexus LS460, Acura RL or Infiniti Q45 replacement.. Why is Hyundai being so stubborn and bringing this car here as a Hyundai?

It depends on what their motive is for bringing the car to the USA. It appears that they don't really expect to sell very many of the Equus, rather they will use the Equus to sell a lot of Sonata's, Azera's, Genesis, etc.

Right now, most Toyota Camry and Honda Accord buyers will not even look at a Sonata, and bringing the Equus to North America is designed to bring enough prestige to the Hyundai brand in order to change that.

 

[wallymn]

I assume this will be a 2011 model year. I can't see Hyundai bringing up a new brand before then so I assume it will be badged as a Hyundai.

It seems like a car for a completely different market.

The Genesis is a driver's car. Some may argue it isn't as sharp as a BMW 5 but I would say the Genesis is at its best on fast sweepers. great handling for a 4 door sedan.

The Equus is a personal limo. Designed for the owner to ride in the back seat.
It may be a great car, but it isn't the type of car I would buy, I don't think the equus will steal sales from the Genesis.

 

[MarkF001]

Funny they used a quote from Rick Case. I was in my local Rick Case Hyundai today picking up my plate, and asked about when/if one of the 100 Equus might make an apperance. They hoped Rick was trying to get one.

 

[Poopsicle]

They have got to lower the friggin' price.

 

[BacktoHyundaibychoice]

A $5K difference isn't enough, giving credence to what my dealer said: $49,999 and not a penny more. At a $15K difference, a Lexus driver would at least have to look at the Horse.
As to the 'dealer experience' versus Lexus, my dealer is honest about it: he says there is no comparison, and the only reason I'm fine with his service writers is because I'm used to them. He also said a Lexus owner would take one look at his waiting area and walk out, which is why Hyundai is STILL considering a standalone store for Genesis.
We'll see...

 

[Sal Collaziano]

They have got to lower the friggin' price.

For a v8, the price isn't bad.. I just worry about what a fully loaded Equus might cost. The v6 will hopefully be closer to $50k to start.. For what this car is, that's really an amazing price. Even at $59k, you're getting a Mercedes S550 at Cadillac DTS pricing...

 

[tdarlington]

Price is too high. Approximately 50% above the Genesis. From what I read it is just slightly bigger than the Genesis. Other than the back seat upgrades, not really that much different equipment. The exact same V8 engine. I know car prices escalate exponentially (S class Mercedes almost 2X price of E class), but I dont think people will pay a 50% surcharge over the Genesis.

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[wallymn]

Price isn't the first thing that makes me think the Equus will miss.

The Genesis isn't a "statement" car, I think most the bought the Genny did so because it was a GREAT car at a good price. Not sure anyone bought it to show off.

Those in the Personal limo market are looking for "statement cars".... I don't think Hyundai can pull that off. In that market is it about the brand as much as the car.

I am not the type of person to buy a statement car so I might have the market completely wrong, but someone like my father ( Currently a BWM 750L prior cars were Caddys) would never ever buy a Hyundai. In fact he still thinks I was mistaken for buying the Genesis even though he admits it is almost as nice as his 750 at half the cost.

 

[blasterguam]

All the above comments are valid, but most notably Hyundai has to get the Lexus/Mercedes/Bimmer crowd into the showrooms to look at the vehicle if they are going to sell them - a hard sell for those that would not be caught dead shopping Hyundai. Price must be enticing enough to lure them in, and the showrooms must meet some sort of a minimum expectation for the entry level upscale buyer. Starting up a new dealership chain is expensive and would have to be paid for somehow in higher pricing, but maybe something like an in-store separate area for Genesis with it's own entrance may be in line, including a separate Genesis service waiting area.
In pecking order I would say quality, pricing, buying experience, and service experience all have to be addressed. As Genesis owners we already "get it", but there are some snobby diehards out there that need to be brought into the fold with more than what we were able to understand early-on. I'd love to see the Equus succeed, but this one may very well be much, much tougher than the success the Genesis has garnered. It might be a great car, but if they can't sell them it doesn't matter. This one will definitely be interesting to follow. I sure hope we're not watching the beginnings of the flop the Phaeton became.

 

[MarkF001]

Two thoughts immediatly come to mind about the Equus:

1) Will there be a "Daniel Radcliffe Edition"
2) Will it be Hyundai's version of the bridge at Ramagin

 

[Sal Collaziano]

Price is too high. Approximately 50% above the Genesis. From what I read it is just slightly bigger than the Genesis. Other than the back seat upgrades, not really that much different equipment. The exact same V8 engine. I know car prices escalate exponentially (S class Mercedes almost 2X price of E class), but I dont think people will pay a 50% surcharge over the Genesis.

The Equus will be MUCH bigger than the Genesis.

The Genesis isn't a "statement" car, I think most the bought the Genny did so because it was a GREAT car at a good price. Not sure anyone bought it to show off.

Those in the Personal limo market are looking for "statement cars".... I don't think Hyundai can pull that off. In that market is it about the brand as much as the car.

I believe the Equus will have "road presence" - that along with the fact that it's going to have nearly every feature an S550 or 750Li has - it'll be a "statement" car...

 

[wallymn]

Re: Statement car....

I agree that the Equus will be feature for feature as good as BMW/MB etc, but in that market it will be that much harder to convince the buyer to pick a non-traditional brand.

Just read the Genesis forums and you can see how many have concerns about the Genesis (much lower in the market than an Equus) to see they will have more trouble up market.

As I said I hope I am wrong, I am not the target market for the Equus, I think my father would be. When I asked him if he would buy a Hyundai if it had all the features of his BMW (750L) at half the price, he laughed. He said he couldn't see driving that to the golf club or the harbor... I asked him to poll his friends at the club, (not scientific) and will let you know what the results are.

I should say that in his circle Lexus is looked down on and Infiniti isn't considered a luxury brand. I have learned to rent a Caddy when visiting so as not to upset the locals .

 

[Sal Collaziano]

Hey, Wally.. The Equus won't work for guys like your Father and those he hangs out with. They're Mercedes and Bentley kinda guys.. But that's not exactly who Hyundai is trying to attract with the Equus. Mainly, Hyundai wants the people buying Lexus, Infiniti, Acura, Lincoln and Cadillac.. To some extent, BMW and Mercedes as well - but they're not setting their sights exactly that high yet - as far as I believe..

The Equus isn't going to be a "status" car at the Country Club.. But it WILL everywhere else.. I drive a 750Li - and whenever I see a Genesis on the road, I'm intrigued by it. Especially for 4.6 for some reason - I guess I just love V8s. When I see an Equus on the road, I'll be down right jealous! I'm the kind of guy Hyundai wants.. Me as well as other people who may not normally buy a top-tier luxury car - but can now afford to since the Equus is priced more realistically.

So while the Equus isn't going to be very popular with the most wealthy people in America - it WILL be popular with those of us in the upper middle class.

 

[YEH]

As I said I hope I am wrong, I am not the target market for the Equus, I think my father would be. When I asked him if he would buy a Hyundai if it had all the features of his BMW (750L) at half the price, he laughed. He said he couldn't see driving that to the golf club or the harbor... I asked him to poll his friends at the club, (not scientific) and will let you know what the results are.

I should say that in his circle Lexus is looked down on and Infiniti isn't considered a luxury brand. I have learned to rent a Caddy when visiting so as not to upset the locals.

Wally - not everyone is a snob or cares what other people think.

My dad (during the Winter) drives to the hospital in a Pontiac Vibe (when the weather is nice, he drives his Porsche); granted, my mother drives a BMW.

My other siblings drive a 9-10 yr old Camry and Legacy Wagon to the hospital and don't care that all the other physicians are driving BMW, Mercedes, Lexus, Audi, Caddy, etc. (granted, one of them also has a Porsche for the weekends).

While maybe a minority, there are fairly affluent people who don't like to waste their $$ on a highly depreciating asset (unless it returns a high rate of fun factor like a Porsche) and shop at places like Costco and the value the Genesis and Equus give are highly enticing to these types of consumers (these people also tend to hold on to their autos for a long time, instead of buying/leasing a new vehicle every 2-4 yrs).

Besides, Hyundai doesn't expect the Equus to sell in "large" volumes like the 7, S Class or LS and probably would be very happy if the Equus sold a hundred or so units a month (which, btw, isn't that far from the current sales pace of the A8).

 

[wallymn]

All true, I never understood the value placed on brand over the actual product,, but I guess that is why I own a Genesis rather than a 550i (running up when I was searching)

 

[Sal Collaziano]

Hyundai doesn't expect the Equus to sell in "large" volumes like the 7, S Class or LS

Honestly, I don't think any of the brands sell their most expensive vehicles in high volume.. They're all making their money on their entry-level models.. Though the companies you mentioned do sell quite a few of their high end cars...

 

[wallymn]

Well according to autodata even in this market BMW sold 2,500 7 series in January. That is about what Hyundai hopes the Genesis Sedan would do.