Equus Sizing Up To Be LS460 Competitor Rather Than Creme Of The Crop German Rival

It would be a bad idea for them to compete with the 7 series and S class. No one who has the money for a 7 or S is going to be willing to go with a Hyundai. They have the ability to compete with the LS which is already an affordable alternative to the Germans. The problem is that these cars are still labeled as a Hyundai and it's hard to get people to buy a $60k car when it's surrounded by a bunch of cars under $20k. Hyundai should have just created a new brand as a luxury component to their current lineup because when the day is over it's still a Hyundai badge on that car

Although I agree that Hyundai is going to have a tough time selling these, I think they are at the point where they can market it as a $80k car for $50k+. They're quality, styling and pricing has dramatically improved over the past few years.

Why that derogatory post? Out of this class I would go with the 7 series but still why is it appropriate to say the LS460s audience isnt in the same league as those that by German cars in this class......you should try so hard ot incite arguments in these forums if your going to post someone else should do your submissions on here. Sizing up to LS460 "audience" rather than cream of the crop German rivals never ceases to amaze me....

009, I guess you (selectively) missed the part where the article specifically says, "the Equus is designed to compete with those companies’ flagship luxury cars, the BMW 7-series, Mercedes-Benz S-class, and Lexus LS. " - So much for 'fair and balanced' with you.

Badges dont mean sh*t to me. Im a Cadillac fan but I love cars period. With that said, if the handling/performance was there, I think I'd consider this vehicle if I was in the market for this type of car. The looks arent as aggressive as I'd prefer but its not at all ugly. The same buyer of the LS and the Town Car is probably where most of their sales will come from. No offense to Hyundai but I really just dont see this stealing sales from BMW and Mercedes but then again, look what they have been doing lately. I dont put it past them. I wish them luck with this and I hope it sells well. Cars like this shake the market up and we are the ones that benefit.

Enforcement - I guess you haven't been to new york city lately, where nearly all cars with limosine plates are LS460s, Towncars or S550s. I agree typical consumers wouldn't cross shop the Lexus with the Lincoln, but those who do cross shop those cars are the Limo services, and the limo services will definately be buying the Equus.

Lol, I like how some ppl try to bring the LS 460 down, like the guy with the 1st comment. 1st suggestion is try driving an LS 460 Sport or even non sport, then talk. The sound of the motor, acceleration & rear end drift capabilities is similar to S550 & 750, & it looks wider & lower (non AWD) on the road than a 750. Whether u like it or not, they'll only make the LS more premium & more powerful & efficient at a good price point.

Um I wasn't trying to bring down the LS460, my dad owns an LS460 sport and I've driven it many times an like it a lot. I just don't think the 7 and S compete on the same level as the LS. I personally like the Lexus more than the S or the 7 but for a lot of people it comes down to the name which is where the Lexus seems lower on the list than the 760Li or the S class AMG.

All of you will see the long term of this car is crap.

90% of the LS sales are from S and 7 drivers..........FACT

LS outsells A8 and XJ combined.............FACT

Equus will not effect the sales of LS

I don't think the equus will effect sales, but it should make Lexus a little nervous. The genesis isn't exactly stealing a lot of sales from Lexus but it's becoming a close alternative to the ES for some people. If anything the Equus will just make Lexus up the quality of the LS and ES and keep the same price, in a way Hyundai is helping us LExus buyers

Funny thing is, the A8 is not even on the radar. I wonder when Audi will begin sizing up to compete with Hyundai.

I just need to see the name 'Agent009' next to a title with Toyota or Lexus in it, and I know it will be a negative story. Keep up the good work 009. Fox News should be calling soon.

Nah, most of the time it's just a negative title. The original story itself, if not written by 009, is usually balanced and fact-based although 009 obviously thinks people don't read past his headline.

What people don't realize is that they're not going for volume on this car. They are going to have a limited production... it would not make sense for them to invest the money into a side brand until they've created the proper roots. I think I read an article that they are only going to make like 3,000 per year. Why spend MILLIONS of dollars to create a dynamic marketing campaign for 3,000 cars?

This car won't surpass anything, but it will be kind of neat to see what a company that would not have been an afterthought in most car enthusiast circles, now being compared to MB, Lexus, and BMW.

Equus has addressed the other cheapo cars in the Hyundai line-up: personal delivery and servicing pick-up of the car after purchase so the owner never has to deal with the affordable cars and "lower class" milling about the dealership.

It still doesn't deal with the "first" visit where you actually have to shake hands with tge low end Hyundai sales guy though.