While other auto companies are rapidly shifting into reverse, Hyundai is pushing forward with plans to introduce its first super-luxury sedan, the Equus, to America. First seen at the New York International Auto Show, the Equus will be displayed nationwide this summer as Hyundai seeks to gauge public reaction to this high-end model. (See "The Genesis of Hyundai’s luxury brand?")
In Asian markets, the Equus competes with the prestige-brand flagships such as the BMW 7 Series, Lexus LS, and Mercedes-Benz S-Class. It’s a big, rear-drive cruiser that is a step up in size and price from Hyundai’s upscale Genesis sedan, upon which it is based. Should the Equus be sold in the U.S. market, it would likely come with the same 375-hp, 4.6-liter V8 used in the top-trim Genesis, plus the full panoply of high-end, high-tech interior amenities one expects in the luxury class. South Korea’s Hyundai has come a long way from the old cheap-and-crummy days to become one of the top brands in quality and reliability. The Equus shows just how far the company has come. Today, we recommend most current Hyundai models we’ve tested, which is nearly all of them., The question for consumers is how much “image” they’re willing to give up for the sake of underlying quality and value. The luxury market is hard club to join, since so much depends on positive buzz and intangible curb appeal. Read More at ConsumerReports.org