Hyundai luxury Equus sedan to be priced at $96,000

Fine, I'll say it: Hyundai is onto something. BUT, if they don't create a unique Luxury brand then they wont get that far with those huge prices. The sketch looks kinda cool. <--did I just say that? Wow, times have changed.

Everyone likes to chide Lexus for just being a spinoff brand/disguise for Toyota, but now people are saying Hyundai would do good to make their own luxury nameplate?

THIS THING IS ACTUALLY A LITTLE BIGGER THAN THE S-CLASS THATS QUITE A CAR BUT IF HYUNDAI DOES NOT DO A LUXRY BRAND THAT CAR WILL PROBABLY HAVE A LESS LIFE EXPECTANCY THAN A VW PHAETON.....

I agree with you. They need to differentiate themselves from an "economy" brand image that Hyundai has received since it's debut.

$96,000 is fine for a luxury car in this day and age, especially with the handsome looks of that rendering, I know I would pay $96,000 for that. Heck, it's better looking than my LS. But the simple fact of the brand image would effect most consumers perception.

Much like the VW Phaeton (great car, great construction & quality) but lacked the luster of an Audi name plate. Same scenario here with Hyundai. But one things for sure, Hyundai is up to something good. I respect that. Their not bragging or making bold claims.

Equus will be priced around 40 to under 60K in US.
Genesis in korea costs about 80K.
Equus in korea will cost 90K.

I am amazed to see how fast Hyundai has advanced from POS cars to Car of the Year and this. I am sceptical of the sales numbers if they don't create a new brand, however.

They are gonna sell 5 of those!

3 of which are going to be used in the commercials

The car looks really promising, but I felt the same way about the VW Phaeton...

Yeah. The sales for the Volkswagen Phaeton were, oh, let me see, about 16 I think.

Hmm. We've seen what Hyundai can do with a $40,000 car, imagine what it will do with a $96,000 one...

I'll go ahead and say this before "ChumpG37" even get's a chance; If I had the money, I'd buy this over any Datsun/Infiniti. This is already better on paper than any Infiniti, then again; who isn't?

Oh! I'm sorry Kramer.. I didn't realize you were such a close colleague of ChumpG37. By the way, I like the interior of your Infiniti 350Z.

Hey Douche, I purposely renamed you Kramer from Kaner because you're just like a Kramer (From Seinfeld) to come barging in to a post that was specifically toward Chuck/ChumpG37. You are also in no position to be making personality judgements, I mean, You Are A Joke! How does my preference of taking a Hyundai over a Nissan make me ignorant? Nissan, Datsun, Infinit.. Same thing are only known to immitate; never to innovate. You should try taking your own advice.. This is the internet, you don't have to bust an artery everytime someone says something about your precious Datsun.

Hey Dumb-Dumb, firs of all.. You were the douche that responded to me in the first place and it's pretty obvious that you were offended because you keep deboosting me. So if anyone needs to get their panties untied, it's you Kramer. Why don't you go brush ChumpG37's hair or something? Hyundai over Datsun anyday!!

and yet... fools keep coming back to argue...lol; What A Douche!

Well if you consider the cars this car is aiming at ( Mercedes S class, BMW 7, Audi A8, Lexus LS ) the power output doesn't seem that bad.

204E60, a low end company trying to go upscale is not a bad idea, but this is too far a leap for Hyundai right now. If this goes sour, it could hurt all the momentum they have gained lately.

Except the Phaeton was a good car , it was the badge!.

Definitely underpriced. It IS a Hyundai, after all!

$96,000. So...is this before or after the $20K in rebates they'll be offering in order to move these off the lot?

"...the highest priced KOREAN car ever when it enters KOREAN market..." The Korean market gets features and other content on their Hyundais that exceed what we get in America - hence the elevated price which will MOST LIKELY be LESS once the Equus reaches American shores.

In a previous post, I mentioned that the Equus would be slated ABOVE the Genesis and many argued that it would be a car BELOW the Genesis. Initially, the artist renderings were enough for me to see that this was more than the Genesis but to be safe, I did my research BEFORE my previous post and found out where the Equus is positioned in it's home market. Go ME LOL!

It will probably be closer to $75,000 in the US. Still way too much for this car, especially if it uses the same engine already available in their cars that cost much less.

I doubt this car will get to US shores. I don't think there is room for a budget Rolls Royce. After all, if you are worried about cost then you wouldn't be playing around in the 100k arena, now would you? It's an Asian-market vehicle in its current form, designed more for nationalistic pride (should the President of Korea be seen being shuttled around in a Lincoln?!?) and is likely to remain that way for the foreseeable future.

96k Korean Won? wow they really want to out do Tata.

The price seems unrelated to any free-market calculations, which is about right, since Korea blocks foreign cars into its' market.

Unless it's going to "fly", I hope Hyundai rethinks the price. Now if they are talking 96K Won, that is different story, but I bet not. I think Hyundai might want to stick with fleshing out the Genesis in both coupe & sedan forms. Like go with a hybrid, etc in 2010.

hyuneratti lol

Damn...$96,000? They were successful with the Genesis. Let's see if the Equus is worth the price. Hyundai is really stepping up in the luxury line.

I totally agree with the phaeton comment...also just because Hyundai can name a car with a similar name to what a lambo name sounds like, it doesn't mean they can quadruple their pricing....

That picture of the concept doesn't look like any breakthrough design and I still question if Hyundai can develope a drive train that can match that of a BMW or MB.

I totally agree with the phaeton comment...also just because Hyundai can name a car with a similar name to what a lambo name sounds like, it doesn't mean they can quadruple their pricing.... That picture of the concept doesn't look like any breakthrough design and I still question if Hyundai can develope a drive train that can match that of a BMW or MB.

I know. My responses to your response are: I agree, I agree, I agree

Oh...and btw the side view of the car looks like a toyota avalon.....with backlights that is a cross of maxima and RL. I'm just saying....nothing of a breakthrough in terms of design

I applause Hyundai for keeping improving their design and handling with each new models but for $96K I would rather put another 10K or $15K and get an BMW M6.

And if it in Won Korean currency, than with that money you can still probably get a BMW 650i or maybe even a MC CLS.

your serious aren't you

i mean you're serious, aren't you

If it $96K in U.S. Currency you can another $15 to a total of $105K U.S. currency to get a BMW M6 in the U.S. I thought the BMW M5 and M6 start around $100K in the U.S. here a link to how the BMW M6 cost http://autos.msn.com/research/vip/default.aspx?make=BMW&model=M6&state=new

And the BMW 650i start around $72 to $78K in U.S. currency.

Hmm, the front looks like a refreshed LS430, but much better looking, the rest of the body looks sleeky and nice, but $96k? umm, it just doesn't look like it. I would price it $60k and bring it to the state side.

except for maybe just two guys, all you illiterate idiots have missed the lines that said this car will ONLY be offered in the s. korean market for now. they can charge whatever they want for it; rich patriotic koreans WILL buy it. and hyundai is far more respected in korea than here, or anywhere else for that matter.

"hyundai is far more respected in korea than here, or anywhere else for that matter." just as toyota is far more respected in japan. and they did not NEED a new upscale brand to sell near AND $100,000-PLUS Toyotas LABELED as Toyotas. like the Crown, Century, etc. (and i say this, as one of those who believe that EXPORTED top level hyundais will have difficulty without a new upscale brand.)

Another unfortunate display of the closed minded American mentality that prevails amongst people who post comments in these kinds of forums - like the ROW (rest of the world) even cares about what we think. I suspect the people who can afford this car don't read these types of forums and with rare exception the ones who post here can't afford it and thus their comments make little difference to Hyundai.
America seems to be all about marketing - "How can we spin this product to make Americans believe our hype?" Toyota got it right with Lexus. Nissan didn't do quite as good of a job with Infinity. VW wrongly believed that quality and features would prevail over brand image in America. Ironically, the VW Phaeton's best market was South Korea. It appears that Hyundai is trying the same tact as VW but is doomed to fail, not because they haven't made a superb luxury car but because of the prevailing prejudices in our country.

a statement of CLEAR VISION and intelligence! a striking example of the prejudice and IGNORANCE you refer to, is the comment by one of the imbeciles about kim chee. russians who mingled with koreans on sakhalin island after ww2 learned to LOVE kim chee. you know of course, that in hawaii, ALL ethnic groups also love kim chee with rice. and even kim chee sandwiches! only ignorant rednecks would put down kim chee.

further, kim chee is a MUCH MORE sophisticated and tasteful dish than sauerkraut. and applicable to far more veggies than just plain cabbage.

This is getting good. Can't wait to see the finished product!

i would never spend more than 26k on a hyundai