With the success of its Genesis sedan, the Korean carmaker is now confirming plans to launch the 2011 Hyundai Equus in the U.S. premium luxury market.
Once known for its cheap-and-cheerful little sedans and coupes, the South Korean carmaker Hyundai will continue its recent move up-market with the launch of an all-new flagship sedan.
Codenamed “VI,” and recently introduced in the Asian home market as Equus, the new car will be positioned as an even more luxurious offering than the Hyundai Genesis, which was named North American Car of the Year, by a jury of 50 U.S. and Canadian journalists, in January.
The automaker had been debating whether to bring Equus to the States – along with an assortment of other upscale products that it is developing for Korea. To get a sense of the U.S. market potential, Hyundai showed a concept version of Equus at April’s New York Auto Show, notes Hyundai Motor America President and CEO John Krafcik.
The prototypes of the 2011 Hyundai Equus have maintained the distinctive hood ornament first seen on the NY Auto Show concept vehicle.
“Since then, we’ve had a fleet travelling around the country, capturing input from our dealers and consumers,” the executive explained, adding that, “Here, too, the response was extraordinarily positive, and similar to the market reaction to the award-winning Genesis, so we’ve decided to bring it to the U.S.”
If the Equus name is familiar, that’s because it has been in use for the last decade and adorned what was the previous Hyundai flagship, before the launch of the Genesis sedan.
The carmaker is holding back details of the new car until closer to its launch, in late 2010, but you can expect it to be positioned as a more affordable alternative to the likes of the BMW 7-Series or Mercedes-Benz S-Class. (The Genesis sedan is sized halfway between the 5-er and 7-er, but positioned to compete with the smaller car.)
The interior of the 2011 Hyundai Equus features all the infotainment technology, leather and wood one would expect of a premium luxury sedan.
The looks of the Equus, meanwhile are more reminiscent of the Lexus LS460. Perhaps the most distinctive design cue shown in New York, a retro-style hood ornament, has been maintained on the prototypes Hyundai has been driving around the U.S.
The Korean Equus is based off the same platform as the existing Genesis, but at 203.1 inches, it’s about 7.2 inches longer, nose-to-tail. Industry sources expect the 4.6-liter V-8 used in the Genesis line to be the only powertrain brought to the States inside Equus.
In concept trim, Equus boasted all the upscale touches you’d expect in the premium luxury segment, including high-line electronic safety and digital infotainment systems – the latter operated by an iDrive-style console-mounted controller. There was plenty of wood and leather, and even reclining, and massaging rear seats.
With a starting price expected under $60,000, the 2011 Hyundai Equus will slot in as a lower-priced alternative to traditional premium luxury sedans.
The anticipated price tag, starting just under $60,000, would position Equus just below the comparable version of the Lexus LS, at $64,700. That could play well in a segment that has been hit unexpectedly hard by the current economic downturn
The question is whether American motorists could be convinced to plunk down that much money for a product wearing the Hyundai badge. It didn’t work for Volkswagen, when it made a similar foray, earlier in the decade, into the premium luxury segment with its Phaeton. But while Hyundai long was tarnished by its low-budget image, it has shown a surprising resilience, in recent years, bolstered by its significant improvements in quality and a 10-year warranty program.
The Genesis sedan, itself given a boost by the NACOTY award, has proven an unexpectedly strong seller, and while that’s no assurance of success, it clearly helped convince Hyundai it had an opportunity to bring Equus in at an even higher price point.