Is Hyundai's Equus Going To Force EVERYONE Take Hyundai Seriously?

Is Hyundai's Equus Going To Force EVERYONE Take Hyundai Seriously?
Although the Spies have been touting Hyundai's big splash for quite some time now, it seems to finally be earning the credit it deserves.

Granted, there is still a lingering stipulation that Hyundai is not to be taken seriously.

From what we can see, that is all about to change. Proof, you ask? If you're up to speed you would know by now that 001 cannot divulge his driving impressions on the 2011 Hyundai Equus just yet; however, we can show you whatever images we want.

And if you look down below, you will see some very intriguing thoughts from Hyundai. Not only did the company highlight its recent domination, thanks to the 2011 Hyundai Sonata, but it also spoke about the Equus' main goal and who it is looking to tackle head-on.

As of this writing, the Mercedes-Benz S550 and Lexus LS460 L have been put on notice. The Equus is coming right for you and all that you have to offer. And it will do it at a much cheaper price.

At the end of the day, though, I am willing to wager there is a large amount of naysayers scoffing at the Equus. But, you have to keep in mind that Hyundai means business and has had monumental success within the past 12 months.

If it could do it before, can Hyundai keep this ball rollin'?

Will the Equus be the icing on the cake for the Hyundai brand?


2011 Hyundai Equus Photo Gallery





























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DeutschlandDeutschland - 8/26/2010 10:09:58 AM
-1 Boost
It is still a dumb chart they don't have BMW in tier 1....what a joke


Agent63Agent63 - 8/26/2010 10:31:51 AM
+4 Boost
It doesn't matter how the graphs show. It's obvious most people take them seriously in attempting to make good cars. Whether we believe it today or in ten years Hyundai has made mass improvements throughout their lineup. I for one take them seriously. Perhaps not as a contender in terms of badge name but in terms of now a true contender in their respected segments.

The Equus is certainly looking good in its settings where those photos were taken. It looks the part that's for sure. It will turn many heads and when people notice it's a Hyundai they probably will look a third time and feel guilty for doing so.

Hyundai proved it with the Genesis as well as their designs. Much more talented than Honda's recent years.


B7FANB7FAN - 8/26/2010 10:32:49 AM
+4 Boost
If you havent taken hyundai seriously after the Genesis Sedan/Coupe then you have issues. You dont have to take Hyundai serious but at this point they are a force not to be reckoned with!!!!!!!!!!!!!!


M35MTM35MT - 8/26/2010 2:02:35 PM
+3 Boost
Dueschland, it's not 'top tier' in terms of brand quality, it's in terms of primary vs. secondary competition, and which models they benchmarked.


1uberaudiR81uberaudiR8 - 8/26/2010 4:10:50 PM
-2 Boost
Well, if you had knowledge of the auto industry, you would understand that Audi doesn't compete with the garbage that comes out of Korea or Japan. The reason Hyundai puts the German manufactures on the graphs is so that it can tell people that we are trying to be a luxury brand like these brands. It's called "smoke and mirrors". It is also designed to confuse people like you that are completetly clueless about the top tier brands. Here is what the charts really say. We are trying to copy Toyota's business plan when it introduced Lexus in 90-91.


JustaCarJustaCar - 8/26/2010 4:28:04 PM
+3 Boost
Here we go Badgewhore - twisting the facts again to try to bash Audi. Anyone who can read would see that the Hyundai presentation does not refer to its perceived competition as "tier 1" and "tier 2". It clearly says "Primary" competition and "Secondary" competition. Just like any company launching a product, Hyundai is targeting a certain demographic with the Equus. What they are basically saying in their presentation is that they are primarily targeting the demographic who would typically purchase a Lexus LS or an MB S class. This demographic values luxury and amenities over sportiness and typically has an average age higher than the demographic who would buy the vehicles show as "Secondary" competitors.


B7FANB7FAN - 8/26/2010 8:42:34 PM
+3 Boost
@1uberaudiR8

I understand what saying but come on you gotta give credit where credit is due. Hyundai has came a LOOOOONG way since the Hyundai Excel days we talking mid 80's so you telling me after 25+ years you dont think they deserve all the benifits they getting and giving back to the consumer by offering them a comparable car and save yourself 8k-13k thats just being ignorant and not seeing the full picture....and so what they are copying toyotas buisness plan for Lexus and their cars and a few german cars....lololol...who cares history repeats itsself and Hyundai is making it happen offering the cars they have. shyt if i owned Hyundai Id do the same shyt which is seeing what worked or used to work and put my twist on it. For all of you people being negative and knocking Hyundai Its not just a Hyundai anymore is the competition now.....


1uberaudiR81uberaudiR8 - 8/28/2010 10:52:06 AM
0 Boost
Ok. B7Fan. I will give them some credit. They build $8-13k dollar less LS460's. That's it!!!


MorePowerMorePower - 8/26/2010 4:13:04 AM
+1 Boost
Short Answer - No
There will always be those that look at Hyundai and only see an "Excel"

Long Answer - They don't need to
Hyundai only needs to get customers in the dealerships and in their cars




1uberaudiR81uberaudiR8 - 8/26/2010 4:16:06 PM
-1 Boost
I understand. Just like when a see an ES350, all I see is a a Camry XLE V6. Or better yet, when I see an Avalon, all I see is an LS460.


BozzorTheGreatBozzorTheGreat - 8/26/2010 5:18:11 AM
+4 Boost
Eventually, Hyundai will be a valid true competitor to the established brands from an image viewpoint. A small percentage of people will be won over quickly, with others it take years and maybe even decades. But if you start making fine cars and doing it consistently regardless of type, then sooner or later, you will break through.


1uberaudiR81uberaudiR8 - 8/26/2010 4:17:34 PM
0 Boost
Yeah-I'm thinking somewhere around the 2076 model year.


r15mohdr15mohd - 8/26/2010 7:50:46 AM
+3 Boost
i love the front of this car, the rear hasnt sold me as yet.

waiting to see the details of the interior and build of the car once it hits showroom floors?

i can see many opting for this vehicle, especially given todays market. why not save the extra tens of thousands and still ride in style


LACMANLACMAN - 8/26/2010 4:00:28 PM
+2 Boost
Wow. I dont know why you were de-boosted. I agree with you especially after seeing the front end in the different backround setting. The rear of the vehicle is what needs to be re-thought. Maybe its the tail lamps. *shrugs shoulders*


LACMANLACMAN - 8/26/2010 4:01:45 PM
+1 Boost
*settings (sorry)


1uberaudiR81uberaudiR8 - 8/26/2010 4:19:20 PM
0 Boost
The front is so cute!!!


1uberaudiR81uberaudiR8 - 8/26/2010 4:20:19 PM
-2 Boost
It looks like one of the classic Saturns they used to build a long time ago.


WhelanWhelan - 8/26/2010 10:11:27 AM
+5 Boost
I've already been taking them seriously for awhile, just waiting to see what a refreshed Genesis Coupe looks like.


1uberaudiR81uberaudiR8 - 8/26/2010 4:20:49 PM
0 Boost
Me too!


1uberaudiR81uberaudiR8 - 8/26/2010 4:25:59 PM
-1 Boost
I just love what they've done with the front of the 2011 Elantra Touring. I thinks it the headlights that do it for me. I just don't know.
Maybe there is just a hint of Pininfarina in the front, but don't hold me too that.


LexSucksLexSucks - 8/26/2010 11:55:30 AM
+3 Boost
Shouldn't we have already taken them seriously?

Hyundai's lineup is just as good as Lexus and Infiniti, and years ahead of Acura, Mazda and especially Toyota's car lineup.


1uberaudiR81uberaudiR8 - 8/26/2010 4:27:22 PM
-1 Boost
Oh ABSOLUTELY!!!


222max222max - 8/26/2010 12:19:58 PM
+1 Boost
Hyundai is already a force to be reckoned with and they'll only get stronger. It's funny... not long ago Hyundai was a little spec in everyone's rear-view and they didn't pay attention and then they looked back in the rear view it it was like... "WHOA!. Where did that come from?"

Still, some of the stuff on those charts is marketing hogwash.


1uberaudiR81uberaudiR8 - 8/26/2010 4:31:24 PM
0 Boost
The force of reckoning they bring on is actually stronger than the force in Star Wars, if that can even be imagined.

Yes, I think it is hilarious that we did not see them coming considering that they where just a fly spec in the rear view mirror just months ago.


speed123speed123 - 8/26/2010 12:51:04 PM
0 Boost
They make decent cars, but the answer is still no.


Agent00JAgent00J - 8/26/2010 1:26:06 PM
+1 Boost
Am I the only one the loves the irony of Lexus sponsoring the Hyundai photo gallery? I think if ther is one marque that stands to lose the most to Hyundai, it is Lexus.

Maybe when Hyundai dominates Lexus, Lexus will use the photo gallery sponsorship as a way to earn brownie points with the new topd dog of Asian luxury cars.

-00J


WorldofLuxuryWorldofLuxury - 8/26/2010 1:55:27 PM
+1 Boost
Lexus offers more leather in only the LS 600h L. Do you think this Equus benefits next-generation LS owners or just Hyundai's prestige?

I also feel that the presentation overpraises the S-class interior, so it can comfortably have a place with the Lexus LS and BMW 7er. I'm not buying it; I wonder how many of the press attendees would agree.


WorldofLuxuryWorldofLuxury - 8/26/2010 1:48:18 PM
-2 Boost
Their presentation has nothing that makes me want to believe them... maybe it's 'cause I'm just looking at just a few slides... meh not really


truckmantruckman - 8/26/2010 2:28:45 PM
+6 Boost
I would consider one.


CaraficionadoCaraficionado - 8/26/2010 2:55:36 PM
+3 Boost
Yes, and for the record I have been taking them seriously all along. Unlike the Japanese brands, Hyundai has gotten where it is now almost all by itself (Japan's Toyota, Honda, Nissan, Subaru, Mazda, all benefited from each other in building a reputation together). Now, I haven't seen the Equus in person and obviously not driven/ridden it but I have to say it looks like it'll give the LS a hard time. Mind you, I think the LS is an excellent good looking car.


ATripATrip - 8/26/2010 3:50:41 PM
+2 Boost
I think anyone who has had their eyes open on the road lately is already taken them seriously. I can appreciate what their doing but against its German rivals i just dont think this car will cut it. It's a knock off, and i am not saying that as a Hyundia hater, simply as a car enthusiast. And I've got to say it does surprise me. With the knock out and innovative designs they've been turning out lately (Sonata and a few others) i am surprised they took the copy cat route with this. I understand they had to play it safe but I think buyers willing to part with $80k wont be that easily fooled. i think something unique and innovative would have gotten more attention. Everything to the over done front to the completely unoriginal rear screams knock off. Come on hyundia, you could have done better and you have.


LACMANLACMAN - 8/26/2010 4:07:03 PM
+1 Boost
Um, mind you, this car was designed for their home market and the decision to bring it here came later. Im pretty sure the second generation for us will be just as impressive as the Sonata is right now in terms of design.

(well, maybe Im getting ahead of myself but thats just my opinion)


RNeekChicRNeekChic - 8/26/2010 4:09:21 PM
+3 Boost
I'll start taking them fully seriously when they start making new innovations in tech and design on their own.


1uberaudiR81uberaudiR8 - 8/26/2010 4:37:57 PM
0 Boost
Correct!!


rubenkincaidrubenkincaid - 8/26/2010 4:22:08 PM
+2 Boost
I had a car and driver in Seoul in July for three days, and the vehicle was an Equus. Super quiet and very comfortable. When they picked me up at 3am at the airport, in my jetlag haze I assumed I was in a Lexus LS. The adjusting rear seats are a nice touch, massive legroom.

I don't think Hyundai will ever be renowned for being technical innovators, but they've made a very nice car here. I think anyone who drives or is driven in one will give the brand some respect.


1uberaudiR81uberaudiR8 - 8/26/2010 4:37:33 PM
+1 Boost
Your right. It's all about how nice and relaxing a car is when they come to the airport to get you. I feel the same way when they pick me up in a Lincoln Town Car. Very spacious. Forget about all the stupid crap like technical innovations especially in safety and performance. Just leave that up to the Germans. Oh wait that's what there doing, look at the graphs.


4ron4ron - 8/26/2010 6:30:55 PM
+2 Boost
Hyundai is for real. They proved themselves with their entry luxury Genesis sedan - NACOY Award in 2009 - and now will take their upward climb another notch. The "aspirational" and "value driven" buyers have to be considered prime Equus candidates. In my opinion Hyundai doesn't have to worry too much about converts from the German brands. A better target is Lexus - who markets heavily on their creature comforts, excellent fit and finish, and personalized customer service. Equus can provide all of those at very substantial savings.


WarMachineMKWarMachineMK - 8/27/2010 3:53:32 AM
+1 Boost
You've been ranting about the Avalon again and again. Sad part is the Avalon isn't even Toyota's bread and butter. Newsflash: No one gives a shit.

Instead of being such a rabid Jap fanboy, why don't you wonder why Hyundai now ranks higher than Toyota in quality ratings these days? Sorry, but even Ford tops Toyo. Just a matter before GM does too.




mlamikemlamike - 8/27/2010 2:31:22 AM
+2 Boost
Wow! A large, V8 and V6, rear wheel drive, all new sedan didn't out sell the 4 year old, front wheel drive, V6 only, no rebate or special APR, tarnished branded Avalon. Epic failure.
On the other hand, notice how they targeted Honda and Toyota with the Sonata. They didn't out sell either one but they killed all the other runner up brands.Huge success!
Maybe by targeting Lexus and Mercedes Benz they will out sell Cadillac, Lincoln, Audi, Infiniti and Acura.


WarMachineMKWarMachineMK - 8/27/2010 3:55:20 AM
+2 Boost
They're not outselling Honda or Toyota because they're keeping capacity low and not resorting to 1980s-style discounting like Toyota is doing. (Notice the irony?)


Hyundai's raking in $1 billion+ in profits a year. AFAIK that's more than what Honda and Toyota made put together. Kinda makes you think, doesn't it?


flychronicflychronic - 8/27/2010 3:03:16 PM
+1 Boost
The reason they have LS460 and S550 as primary targets is because of the way the car drives and feels ( silent and comfy). the 750 and A8 are driver's car, more of what I like. Unfortunately, 90% of the population are not Driving enthusiasts like us. Look around you when you drive, nobody has a clue as to how many hp or liters in their engine. Sad, but true.


flychronicflychronic - 8/27/2010 3:12:17 PM
+1 Boost
Never under estimate! I know quite a few people already waiting for the Equus, coming from S-class and LS460, myself included and we come from 3 generations of S-Class since 1991.


DenaliDenali - 8/27/2010 5:29:45 PM
+1 Boost
wow, STS over the XJ......not good secondary competition


1uberaudiR81uberaudiR8 - 8/28/2010 10:58:03 AM
+1 Boost
Toyota is raking in $2.2 billion pesos a quarter because there a marketing company not an automotive company. They turn Corollas into IS's. They turn Camry's into ES's and Highlanders into RX's. This is how they market themselves. It's the uneducated American buyer that it letting them rake them over the coals for them to rake in this amount of money. As soon as the American buyer realizes they are not getting there money's worth with Toyota's have the quality of a Chevrolet, then that's when they will stopping caring about raking in the billions and going back to their founders dream of building great cars.


theoptimisticpessimisttheoptimisticpessimist - 8/28/2010 12:11:22 PM
+2 Boost
"$2.2 billion pesos"

Isn't that about 17 bucks.


WarMachineMKWarMachineMK - 8/28/2010 1:58:00 PM
+1 Boost
Huu76...$2billion in profits or revenues? Last year, they were in the red. End of story.

I think you're the one with poor analysis skills. Talking about the Avalon? Again...who gives a shit about that car. It's a poor attempt at being a luxury car with extra legroom. Last I checked, Toyota was handing out *massive* discounts for its unintended acceleration debacle (hey, if it's your problem, don't admit it for a few years, right?)

End of story. Glad to see I got a rise out of you. :)


WarMachineMKWarMachineMK - 8/28/2010 1:59:27 PM
+1 Boost
LOL $2 billion pesos!

1uberaudiR8 is right on the mark. Toyota cars in general are soulless and lacking in distinction. If you know nothing about cars, get a Toyota. If you want a little more styling, jazz, and fun for maybe a couple of bucks less, get a Hyundai. :)


OrlandoHyundaiOrlandoHyundai - 9/15/2010 5:06:48 PM
+1 Boost
This is an amazing car! We had the pleasure to have the 2011 Equus, the first one in the SouthEast, on our lot! Hyundai is not only against all odds when compared to BMW, Lexus or Mercedes but who has the ability to have 10 years/100,000 mile warranty ... Hyundai! If you're around the Orlando area please visit us! http://www.orlandohyundai.com to see how you can test drive this amazing vehicle today!
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