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

[A.J.]

Originally Posted by bigbuck16

Its nice but looks a lot like the LS460

Oooh, it does look nice in black(without the hood ornament, of course)...like the Buick that never happened. Someone could easily chop a Buick badge on that waterfall grille.

Why does Hyundai have to copy EVERYTHING?!? They're turning into the Chinese!

[CUtiger08]

Originally Posted by oldsfiesta1958

I don't have the sales figures in front of me. Is anyone actually buying the Genesis, vera cruz and Azera?

I live in import land NJ and sometimes travel to import land California, and I never see any of those on the road.

I do see a lot of elantras and sonatas.

YTD sales through May of this year for some large/premium sedans:

Buick Lucerne: 13,516
Toyota Avalon: 11,671

Genesis: 8,100

Infiniti M: 4,268
Lexus GS: 3,102
Cadillac STS: 2,694
Audi A6: 2,528

Azera: 1,638

And the the CUV catagory:

Buick Enclave: 17,105
Acura MDX: 11,118
Mazda CX-9: 8,143

Hyundai Veracruz: 6,294

Volvo XC60: 2,495
Cadillac SRX: 3,178

Overall, not amazingly good sellers, but other than the Azera (which is somewhat redundant to the Sonata/Genesis) not that bad for "overpriced" Hyundais, especially if you're primarily comparing them to the luxury brand models.

I do think that either the Genesis/Equus cars should be spun off into it's own brand or the sub-Sonata Hyundais should be killed off in the US market. I think a Sonata-Santa Fe-Genesis-Veracruz-Equus lineup could quickly and easily come to be seen as at least a solid VW or Acura level brand, though not an Infiniti/Cadillac/Lexus or German Big 3 level brand for some time.

[63GrandSport001]

In the US hyundai would get further if they spun those two cars off into its own brand, the only problem with that is you do not have to do such things in other markets.

They would incur which expenses just to do this for the US market, however Toyota, Nissan, and Honda all did this very same thing in order to sell luxury cars in the US.

[ejfx]

Originally Posted by red_rider

So you unconditionally will refuse to give this car any credit no matter how good it is? How objective

I'm not a Hyundai fanboy but you sound like the same people so planted in their bias that they will forever refuse to even take a look at a Buick no matter how good it is, only because "it's for old people", or the same people that will refuse to ever drive a GM car because an old Chevette they had that broke down 20 years ago.

Easy does it red rider ...you dont know me !

I call this Having high standards !

Would you purchase a $100,000 Yugo ??? I doubt it...because Yugo only made small compacts...the brand image will always be associated with that type of car...you cant change that image. Hyundai only makes cars that pretend to be more then they are... they dont make cars you should be proud of....You will never hear a child wish he could drive a hyundai when he grows up...

as stated by others...they need to create a new division totaly removed from the hyundai name...even then I doubt I would respect them.

For the record I have owned a Buick Lesabre in the 1990's...I was in my 20's. I nearly bought a Lacrosse last week...I love that new grill... My sister owned a Chevette...it lasted well over 200000 miles... The Chevette has a place in my heart.

[agent.theory]

It doesn't matter how good the Equus is. 60 large, or 50, or 45,990 is too much for a car that has no status, no prestige. If Equus wants to play with the S-class, or 7-series, or Lexus, a great car is not enough. So it's a great Hyundai? I rented a new Hyundai for 20 bucks a day last week. That's the predominant image of Hyundai; they make cars that people will settle for if the price is right. Whether accurate or not, HYUNDAI Equus says "over-priced econo-sedan."

And I almost forgot. I don't think it looks much like a Lexus, more like the Buick Lucerne.

[balthazar]

Originally Posted by red_rider

So you're saying that that those like ejfx have to be biased solely to cancel others who are also biased in the opposite direction? That's a load of crap.

I'm merely saying it's as valid as the opposing viewpoint... --right or wrong-- which obviously drives some quantity of new car purchases. In order to 'level the field', I see little wrong in an 'opposing viewpoint' if the first is individually allowable.

Just be objective people. If a car really is as good as the price suggests, then give it some credit. If it isn't, then flame it. If nobody's driven it, then hold judgement.

Good advice, but "as good as" is almost always based partially on longevity & proof of such. hyundai, for most (esp at this ridiculous price range), has not yet accumulated enough 'quality heritage' to warrant this sort of move. 1 or 2 years in initial quality surveys shouldn't be nearly enough for this demographic...

[Xenon]

Hyundai has big balls to do this. A car that offers S-class comforts for C class money. I'm intrigued. If they suceed, I really wonder what will happen to al the "diluted" luxury brands like Acura, Cadillac and Lincoln?

[ModerateRight]

Originally Posted by tbirderic

I applaud Hyundai for having the confidence in trying to do this, but their whole marketing strategy sucks. Cars like the Genesis and Genesis coupe, and the Equus should be removed from the Hyundai lineup and marketed under a premium brand name.

On the lower end, get rid of the overlap with Kia. Kia should be bargain basement product, while Hyundai should be mainstream.

That may be the longterm strategy, move Hyundai up to get rid of the overlap with Kia. In some regards the Genesis and Equus are experiments to see how far they can push the Hyundai brand.

Originally Posted by mgescuro

I love the Phaeton. Very classy looking car. And it was the first to introduce the flippy vents that now populate the Jaguar XF.

But it's still a mere VW. OK... their marketing campaign sucked too.

Don't forget VW and Audi design at the time was very similar, and the Phaeton looked like a larger overpriced Passat. For the same price the buyer could pick up a nicely equipped and near-identical A6 from the same family, there was very little incentive to buy the Phaeton.

Though I agree with your earlier comment on a $60K Hyundai being ridiculous.

[pic18]

I think they should have branched off with a premium division, but then again should they follow everyone else? I don' t know. In any event if they intend to enter this market, they have to start somewhere.

[crazywop112]

This car is nice. The Genesis sedan and coupe are also pretty cool cars. Hyundai is definetly heading in the right direction.

[Sal Collaziano]

Originally Posted by civilzues

wow, under 60K
B
A
R
G
I
N

Actually, for what you get - it certainly IS a bargain. At any rate, the V6 will be closer to $50k - and that's where this vehicle will end-up starting at when all is said and done.

Originally Posted by DoomsDave

By "somewhere south of $60,000", I hope they are saying around $30K...

Who would drop $50K+ on a Hyundai? There is such a thing as overstepping your bounds. I think Hyundai is about to find that out very soon with this Lexus clone...

People are already spending $47k (that's not a typo) on the Genesis. But you didn't know that - did you?

Originally Posted by mgescuro

Just to put it into perspective people... the Eqqus is Hyundai's answer to the S-Class.

So.... Where is Cadillac's response?
All this time, new GM is dickering about the future of Cadillac's full sized luxury cars, Hyundai is doing a full charge into the US market.
Tread carefully GM.... tread VERY carefully!!!
Your Epsilon II DTS might have its work cut out for it....

That's the biggest joke of all. Here we are hoping and praying that Cadillac will create an S-Class competitor one day - but no luck. Then comes HYUNDAI of all companies - to do it. It's truly amazing how we can have a Hyundai S-Class competitor but the once "standard of the world" can't make it happen.

Originally Posted by ejfx

I refuse to call this a Luxury car...Hyundai just hasnt earned enough of my respect...they have a long way to go...
to me its just a car that cost around $60,000
I will be embarrassed for the people that get tricked into one!

What does it take for an automobile to be considered a luxury car to you? Automated oral sex in the driver's seat?

Originally Posted by chris442

I'm just wondering who they think will buy this car. At $60k, there are a lot of other options, like well optioned 5ers, A6s and E-classes. Granted, those are smaller cars, but at the same time, I have difficulty believing that 7-series/A8/S-class/LS intenders will be looking for "a deal" on a similar car that doesn't have a prestige badge. It's just a very different sandbox than the one the Genesis is playing in. I can imagine that Hyundai sees this car as a stepping stone to bigger things, but I can't help but think it could be their VW Phaeton.

One HUGE group of people that will certainly be interested in the Equus are those who currently own an S-Class, 7-Series, A8 or LS but cannot afford to upgrade to the newest model when their lease is over or their payments are completed. Sure, they can step DOWN to an E-Class, 5-Series, A6 or ES/GS - but these smaller cars may not be a good fit for them. So - why not give the Equus a shot when it's got EVERYTHING they need except for the "prestige"? Not everyone can afford to (or wants to) sacrifice their comforts - but prestige? Ego? Certainly, when times are rough...

[jbernie]

Sorry... if people struggle to pay mid 30s for a Pontiac.. then my gawd they will need defibrilaters in every Hyundi dealership when tell them the price.

[boston boy]

all I have to say is CTS-V

[mgescuro]

Originally Posted by Sal Collaziano

That's the biggest joke of all. Here we are hoping and praying that Cadillac will create an S-Class competitor one day - but no luck. Then comes HYUNDAI of all companies - to do it. It's truly amazing how we can have a Hyundai S-Class competitor but the once "standard of the world" can't make it happen.

That's the saddest, isn't it?
What's even worse is that Equus has existed outside of the US market, so they've been playing in this market for YEARS.

[TakuZaKyousei]

Am I the only one who thinks this car looks like a Bubbled version of the Lexus LS460, old GS400, and Buick Lacrosse?

It is basically, and it's no way a Hyundai should cost more than a $1.75.