Epic Fail? Is Hyundai's Equus Destined For The Same Fate As VW's Phaeton?

ummm.... no i would say that if hyundai really did their job on this one.... they should be where lexus was 20 years ago when they were challenging Mercedes

really a nice car BUT I think if this car is advertised as a hyundai it wont sell well now hyundai should do what all the others did which is have a premium name brand and advertise this car under that brand I beleive they have the money and the resources to do it but im not sure why they are not taking that step

No I wouldn't, that's wayy too much for a Korean sedan.

Badge...Why would Limons comments make him a racist?

One must consider what Hyundai's goal is with the Equus. They are not looking for huge volume and rather consider this a "halo" car for the Hyundai brand image and the rest of the vastly improved Hyundai lineup. I suspect that the engineering will be there for the Equus to be truly competitive ... and at a great price.

Its way to early to say whether it will fail or not but it is at least around the price the Phaeton should have been and they had alot better strategy by introducing a car to compete with the E class 5 series set instead of doing what VW did and go from a car that competes with the Camry to a flagship model. The only issue I have with this car is for $55,000 you could have alot of other cars I wonder if people will really buy this over say a $55,000 e class, 5 series etc just to have a larger car....its kinda hard to argue value with a $55,000 car either way its an expensive car and clearly if you can afford $55,000 its not a big stretch to think that same person could afford the entry price of an XJ, LS, A8, S class or 7 series. IF they keep volume and target low and they get enough buyers to buy them they will at least succeed at turning the perception of Hyundai around which will be ahuge feat worth the risk of it failing.

The proper analogy is the Lexus LS, not the VW Phaeton. Hyundai is not trying to price this car at same levels as the big Germans. This was VW's flaw in their approach.

My guess is it will meet their halo objectives but not much more than that.

This is hard to judge without seeing them all side by side, it will still take a while before this vehicle becomes a status vehicle.

Dumb article title, it's no VW. Just a technology demonstrator for Hyundai in the non-Korea market - see what we can make. Good for them when the tech is applied across the line.

The only people I see spending that much money on a Hyundai are fanboys. Someone shopping for a Audi/Infiniti/Mercedes/BMW won't be crossing shopping it with this.

I liked the concept more than the execution... but I think if they want to make this successful, they need to make a separate brand for the Equus and Genesis. People dropping $55k+ on a luxury sedan don't Elantra loan car... almost offensive

The VW Phaeton failed because it encroached WAY to much into Audi territory and had no competition in it's price point for the brand. At least this Hyundai has no luxury brand to budge itself into and steal sales from (at least not that they own).

So I see a win for Hyundai, they had a win with the Genesis and if people buy that, then it's time to see what else they will gobble up.

Let's not forget the numbers don't lie and right now Hyundai/Kia are doing VERY WELL for themselves.

Oh and my last thought. At least they are building cars people are interested in. Unlike BMW who is currently thinking of how many different models and niches can they try and suck up to in the next 5 years. They ahve doubled their model lineup in less than a decade. So much for exclusivity.

I've had Acura, BMW, Audi, Volvo, and Mercedes. I like my Hyundai Gensis better than any of the other vehicles I've previously owned. I don't need a vehicle larger than the Gensis so I won't be in the market for a Equus.

I sat in one and was not impressed at all, but the people around me that where in it just loved it im not sure how much this car will cost but like most anything else if it iis priced right it may do well.

BTW thw article is wrong hyindia makes nothing class leading.

In my area of the country Hyundai sells very well. The new Sonata is nice for a front driver.

I dont think the Equus is destined for Phaeton's fate as far as being discontinued but it will be as far as sales. It wont be (and I dont think Hyundai thinks it will be either) a HUGE sales success. I think its just to show what they can do. I actually think its a great deal at 55K for what you get. I would take one but if the 55K was coming out of my own pockets the Equus wouldnt be on my mind. I'd rather have a 2011 535i or 2011 CTS coupe.

On a side note: I dont know where the rest of you are from but the new Sonata and Genesis coupe are seen quite frequently here in Chicago. The Genesis sedan is what I dont see too often.

I see them alot here in DC also

The Phaeton was badly placed and confusing for the brand. If the Hyundai were 10K less, it would be a slayer.