NEW YORK AUTO SHOW: The Joke Is On Who? Hyundai Announces Flagship Equus Priced At Only $50K!

Hyundai aims to break down the barriers of owning a luxury car with the introduction of its all-new flagship, the 2011 Equus. Equus will compete with the best luxury sedans in the world on all levels including amenities, performance, advanced technologies, design and ownership experience when it arrives at select Hyundai dealerships late this summer.

“Equus takes Hyundai’s formula for intelligent luxury to a new level,” said John Krafcik, president and CEO, Hyundai Motor America. “We’ve applied the lessons in engineering excellence we’ve learned with Genesis to the Equus, while adding a new level of customer experience that will further differentiate our take on luxury from the traditional premium brands.”

Equus broadens Hyundai’s lineup of premium vehicles and like Genesis, is built on Hyundai’s world-class rear-wheel-drive architecture. It is powered by the award-winning 4.6-liter Tau® V8. The Tau inside the Equus will produce an estimated 385 horsepower using premium fuel and 378 horsepower using regular fuel. With technology rivaling more expensive luxury sedans, Equus showcases features such as a lane departure warning system, electronic air suspension, smart cruise control and a Lexicon® audio system.

EQUUS VERSUS THE RIVALS

PREMIUM REAR-WHEEL-DRIVE ARCHITECTURE

When Genesis was introduced, Hyundai promised that its rear-wheel-drive architecture would spawn more products in other segments. Equus is the third of those products, this time riding on a lengthened Genesis architecture. Equus is 7.2 inches longer (203.1 inches vs. 195.9 inches) than Genesis. Equus boasts an excellent 52/48 front-to-rear weight distribution for exceptional handling and more refined steering characteristics.  

Equus reduces interior noise levels and improves ride and handling with a stiff, light weight body structure. The use of high-tensile steel in critical areas in the unibody provides Equus with significantly higher dynamic torsional rigidity and a lower body structure weight despite having a spacious interior cabin.

WORLD-CLASS TAU V8

Headlining the Equus’ performance capabilities is Hyundai’s Tau 4.6-liter V8 engine, a two-time Ward’s 10 Best Engine winner, mated to a ZF 6-speed automatic transmission with SHIFTRONIC® manual control. The Tau V8 delivers an estimated 385 horsepower and 333 lb-ft of torque (378 horsepower and 324 lb-ft using regular fuel) to fit the demands of luxury consumers. This powertrain combination will launch Equus to 60 miles per hour in less than 6.4 seconds. On premium fuel, the Tau V8 produces more horsepower than the powerplants found in the Lexus LS460, Mercedes-Benz S550, and Audi A8 and nearly the same power as these competitors on regular fuel.

LUXURY SEDAN STYLE WITH ADVANCED TECHNOLOGIES

The design of the Equus is handsome and pleasing to the eye. The rear-end treatment is progressive with bold taillights, strong shoulders and an overall look of precision. This look is accomplished through fully-integrated asymmetrical exhaust tips and rear LED turn signal indicators. The side silhouette is refined, with character lines that accent the rear fenders. Up front is a subtle horizontal radiator grille and well-proportioned headlamps with jeweled detailing. LED turn signals are inside the HID headlamps along with an adaptive front lighting system with white LED position lamps. The lower air intakes are bold and add to the positive reaction of the overall design. To assist in parking, and navigating blind corners and alleys in urban driving, there is an optional forward-view cornering camera integrated into the grille.  

CUTTING EDGE HUMAN TECHNOLOGY

The busy executive as well as the couple heading out on the town will feel right at home in the 2011 Equus due to abundant luxury touches and passenger comfort features. This ambience begins with superior quality of materials and design layout. The leather upholstery, Alcantara® headliner, natural wood trim and leather-wrapped French-stitched instrument panel showcase the richness of the Equus interior.

The seats are designed with adjustable driver thigh support, plenty of width, great range of adjustment, and heated and cooled functionality. Thermoelectric devices located in the seat backs and bottom cushions provide control for heating, cooling and humidity. There is ample leg and head room for drivers over six-feet tall and an optional massaging driver seat. In fact, Equus has more leg, head and shoulder room in the front and rear seats than the Lexus LS460. 

The driver’s cockpit boasts an abundance of features and premium services. The Driver

Information System (DIS) provides navigation, XM Satellite Radio, HD Radio technology, hands-free Bluetooth telephone system and much more.

ELECTRONICALLY-CONTROLLED AIR SUSPENSION

Driving dynamics are a critical element in every luxury sedan, and the Equus offers first-rate ride and handling characteristics without traditional compromises. Equus’ electronically controlled air suspension meets the challenge of the wide variety of road surfaces drivers face everyday. For drivers who enjoy a firm ride and more stability when cornering there is a sport setting with additional body control. For customers who wish their ride to be a little on the softer side there is a normal setting for more ride compliance.

In urban areas, the Equus is easy to maneuver and park, thanks to excellent steering and its electronic parking assist feature. While the Equus is large, it doesn't feel over-sized or clumsy, that’s due to its 37.7 foot turning circle and variable-effort steering system.

On winding country and mountain roads, Equus benefits from the precise wheel control delivered by its five-link front and rear suspension geometry. This geometry is maximized through Continuous Damping Control (CDC) which continually monitors road and driving dynamics and adjusts damping force accordingly. The standard 19-inch chrome alloy wheel and tire package with staggered width (P245/45R19 front P275/40R19 rear) tires offers excellent gripping power and precise control.

NEW TECHNOLOGIES DELIVER UNCOMPROMISED SAFETY PERFORMANCE

Maintaining Hyundai's emphasis on delivering leading safety technology, Equus boasts world-class active and passive safety features to help prevent accidents, and maximize the well-being of its occupants in the event of a collision. The Equus continues the Hyundai tradition of offering key safety technologies, with features such as Electronic Stability Control (ESC), nine airbags, electronic active head restraints, lane departure warning system and smart cruise control. Equus even has a Vehicle Stability Management system (VSM) that optimally manages ESC, the electronic parking brake, smart cruise control and the seatbelt tensioning system for optimal safety.  

Equus' total of nine airbags include advanced dual front airbags, front and rear seat-mounted side-impact airbags, roof-mounted side curtain airbags for both front and rear outboard seat occupants and a driver’s knee airbag.

Hyundai’s lane departure warning system offers a warning light and chime after a one- second lane departure, and adds a haptic warning via the seatbelt after a three second lane departure.

Smart cruise control automatically manages the Equus’ speed through the braking and throttle systems to maintain a specified following distance selected by the driver.

The electronic parking brake with automatic vehicle hold enables the parking brake to hold the vehicle automatically when the vehicle stops, and deactivates as soon as the gas pedal is pressed.

Equus has an optional camera located on the front grille and a standard camera on the rear decklid. These cameras help detect how close objects are when parking. Distance is indicated on the in-dash LCD monitor.

Equus is brought to a halt by large four-wheel anti-lock disc brakes with Brake Assist and Electronic Brake Distribution (EBD). The 13.6-inch front rotors have four-piston fixed calipers and the rear brakes feature 12.4-inch rotors with single floating piston calipers.

LEXICON® AUDIO SYSTEMS TEAM WITH XM, HD RADIO™, AND APPLE TO OFFER UNRIVALED AUDIO PERFORMANCE AND CHOICE

Hyundai Genesis and Equus offer a Lexicon-branded state-of-the-art audio system featuring LOGIC 7® technology. The Lexicon surround sound audio system includes a 13-channel digital amplifier and 17 speakers producing 608 watts of sound in 7.1 discrete surround sound audio. Equus also offers the clarity of digital HD Radio technology, XM Satellite Radio and iPod®/USB integration.   

PRICING

The Equus will launch with a starting price in the mid $50,000 range.



 

TrueAutoSpy - 4/1/2010 1:30:21 PM

+5 Boost

There's simply no way that any company can offer as much luxury, performance, and quality at such reasonable prices as Hyundai - They're currently the masters of value.

BondMI6 - 4/1/2010 1:54:43 PM

+3 Boost

Impressive, though I don't think I could buy a car whose name is Greek for 'horse".....

I can see it now- "Oh what is that gorgeous sedan you're driving?"
"Oh, that's my Hyundai Horse."......

Ab311 - 4/1/2010 2:22:39 PM

+3 Boost

I saw one in person at the Dallas Auto show. It looked okay but there were several things I found wrong with it. It was quite busy design wise (over-designed if you will) with an abundance of cheap looking chrome trim. There were several areas on the car where the chrome trim seemed uneven or didn't match up with the other trim. I also found it really strange the the radar/camera thing on the front was smack dab in the middle of the grill and stuck out about 1.5 inches...it looked like an after thought design snap-on.

Lets be honest here, Hyundai is a decent car company who has made dramatic improvements over the past several years, but people who are in the market to spend 50K on a new car aren't necessarily looking at Hyundai as an option.

Agent009 - 4/1/2010 2:27:40 PM

+2 Boost

Was it me or was the Dallas Auto Show very lame this year?

Ab311 - 4/1/2010 2:34:47 PM

+4 Boost

I live in Dallas and have to admit that The Dallas Auto Show is always pretty lame. But, we take what we can get. :-)

Agent009 - 4/1/2010 2:52:41 PM

0 Boost

Yeah BMW wasn't even there! It would seem with population of around 5 million people in the whole Metroplex they could put on a better show.

theoptimisticpessimist - 4/1/2010 2:40:51 PM

+3 Boost

Wow, there is absolutely nothing original about this car.

Whelan - 4/1/2010 2:58:35 PM

+2 Boost

I'm curious with the Genesis and Equus if Hyundai maintains them all under one name or eventually moves to create a new brand (a la Toyota/Lexus, Honda/Acura, etc.)

pushrod27 - 4/1/2010 4:10:56 PM

+2 Boost

wow. a fifty thousand dollar hyundai... I really don't understand some people. it's not for me, I'll leave it at that.

Ab311 - 4/1/2010 4:12:15 PM

+2 Boost

Agent009....Maybe they felt it was too expensive to transport and setup for such a small venue. Although, given the amount of BMW's (especially NEW ones) all over DFW, I think we have a significant customer base. Isn't Classic BMW one of the largest BMW retailers in the country? That seemed pretty odd to me as well.

thetruth01 - 4/1/2010 4:32:41 PM

0 Boost

I would be surprised if they could move even 100 units a month. Very surprised. If you want an awesome V8 luxury car and dont want to pony up (pun intended) for a real luxury make, take a Genesis. But no one's going to spend another 10-15K for the extended wheelbase version.

Dr550 - 4/1/2010 5:38:36 PM

+3 Boost

Same logic MB and BMW used about 20 years ago. Lexus even made a commercial with German auto execs sitting around a table discussing Japanese luxury sedans, how MB was the "real luxury make."

PerformanceGuy - 4/1/2010 5:18:18 PM

+2 Boost

Decent car, but the only people I see buying it are Hyundai fans who want the top of the line. People looking at BMW, Infiniti, Audi, Merc, etc, won't be cross shopping it with this.

raikkonen - 4/2/2010 10:28:10 AM

+3 Boost

I wonder how many conquest sales the ES350 takes from the Camry. Or the RX takes from the Highlander or Venza.

They are ALL basically the same car !!!!

Designer1 - 4/1/2010 6:51:55 PM

-1 Boost

It might have cheap material used in it, but as a 1st step it is REALLY impressive!!!! Are the garbage 3 watching what a new born company is doing? or wait, they're busy ripping tax payers money now and wining about people not buying their junk!!

Great job Hyundai!

Ab311 - 4/2/2010 11:46:00 AM

+2 Boost

adamsaf723...

You may want to check your facts and refer to them as the garbage 2 since FORD has not accepted any bailout money from the government. In reference to calling them cars JUNK...Ford brands have some of the best quality in the industry beating many luxury brands. For 2010 Lincoln was number 2 in JD Powers Vehicle Dependability Study...Mercury was 5th and and Ford was 8th.

Although GM doesn't bode well overall, they still had Buick in the number 3 spot. No need to even bring up Chrysler. Hyundai was 11th.

If you think cheap materials are impressive in a companies 1st attempt at luxury, then you are the type of person Hyundai will market their cars to. I wouldn't settle for cheap and flimsy materials in a 60k car.

Ab311 - 4/2/2010 11:46:36 AM

+2 Boost

Sorry...the comment was directed at Designer1

thstone - 4/1/2010 7:16:54 PM

+2 Boost

The only people who will buy the Equus are comedians - think of the laughs they'll get when they tell someone that they paid $60,000 for a Hyundai!

raikkonen - 4/2/2010 10:04:01 AM

+2 Boost

Oh yea, because Toyota never gives their cars away for publicity.

Look at this POS from Toyota that all the short Japanese officials ride in: http://img214.imageshack.us/img214/8156/2009toyotacenturyam29fb.jpg

Gee, wonder where they got the idea for mirrors on the fenders? LOL
Looks like a bad copy of the old Soviet cars.

Who copies who, Huu? LOL

raikkonen - 4/2/2010 10:29:48 AM

+3 Boost

And if it wasn't for Japanese government devaluing its own currency, Japanese cars wouldn't stand a chance in N.A. either. Doh!

Huu, you're such a hypocrite.

Dave - 4/1/2010 11:05:59 PM

+3 Boost

Hyundai's cars are dramatically improving. They have good quality cars now. The problem with Hyundai isn't their quality and features. The REAL root of the problem with Hyundai is their PERCEPTION.

Hyundai is trying to compare itself to Lexus. Here lies the problem. Toyota spent over 1 billion (way back in 1989) to create a whole new luxury brand which would distance itself from Toyota. The same with Honda and Acura(1986), as well as Nissan and Infiniti.

If Hyundai really wants to do it right, they should've copied Lexus and went ahead and created a whole new brand name and dealerships to sell their Genesis sedans and now the Equus. When Lexus first started, they only had the LS, and then the ES came later. The huge amounts of money Toyota poured into creating Lexus has already paid itself off many times over.

You can't just build a luxury car and sell it for a low price. You'll only attract a certain group of 'value oriented' people. People in the true $50,000 range won't spend it on a Hyundai for the same reason they wouldn't spend $50,000 on a Toyota. You also have to build PERCEPTION. Someone buying a $50,000 car isn't going to want to be waiting in a showroom along with people buying $16,000 cars. If you look, Lexus showrooms are way above Toyota's in quality.

Hyundai's may have made huge strides in the quality of its cars, but they have done nothing to improve their PERCEPTION. When I pass by a Hyundai dealer, you see cars from $15,000 all the way up to over $30,000 for the Genesis. Now with the Equus, $50,000. That just can't work properly if you're trying to move upmarket. Hyundai wants to move up, but they aren't willing to spend the real big bucks to create a whole new luxury division. If they ever do that, THEN people will take them more seriously.

Lexury - 4/3/2010 7:08:50 AM

+1 Boost

The Phaeton is actually a very well built car by an "economy" badge. As for the Equus I can't say too many good things about it but it is surely better than the Genesis. I've driven 300kms in a Genesis through bumpy roads as well as twisties, it handled good enough for the price and the interior was pretty quiet, so I think it's value for money. This Equus is probably even more insulated and probably less stiff and the interior build is probably even better than the Genesis.

While for the money there is no car comparable in space, power, and luxury amenities. I think we have forgotten what Hyundai's role is here. They are a value brand first and foremost. However they want to showcase their ability to create a perfectly functional and serious luxury car.

It's taken the best of the LS it's much more expensive rival the S550 and put it into a value package. Like I said you can't get anything in this class for that price so Hyundai has broken boundaries. They will appeal to the GS and potentially LS buyers in the later stages but definitely not now.

They are an infant in the luxury market. If they want to be taken seriously they need to branch out and market a new brand, otherwise they will forever be tainted with the Hyundai reputation. As much as we all hate to admit, we are in one way or another, about the name plate. Some more than others ofcourse.

It is what it is. Probably a quiet, satisfactory, and spacious car with many cool technology normally found in cars much more expensive but sacrificing certain materials but not so much that the buyer will find it unjust.