SEMA 2010 PREVIEW: Rhys Millen And Hyundai Team Up To Create The RMR Signature Equus

Visitors to Hyundai’s SEMA booth will be treated to the latest customizations from Rhys Millen Racing as his modifications to the company’s new flagship sedan will be unveiled.  The RMR Signature Edition Equus will include exterior, interior and performance upgrades that will enhance the already luxurious sedan.

    “This is the third consecutive year we’ve partnered with Hyundai to bring a must-see car to the SEMA Show,” said Rhys Millen, owner, Rhys Millen Racing.  “The intelligent luxury platform of the new rear-wheel drive Equus is a perfect vehicle for tuners who have graduated from other segments and want to work with the best the automotive industry has to offer.”

The Equus will showcase exterior RMR Signature Edition components including carbon mirrors, and front chin and rear deck spoilers.  A two-tone carbon fiber and Red Bull Racing blue satin clear paint by BASF and HRE 21-inch P40 wheels will appropriately round out the exterior.

Tuners aiming to get even more power from the stock 385 horsepower, V8 engine to the wheels will get a glance at a bolt-on RMR Signature Edition air intake and stainless exhaust that together will add another 30 horsepower.  The RMR Signature Equus will also feature a 14-inch brake kit designed to tame the 415 horses.

    The interior of the Equus will feature RMR Signature Edition embroidered headrests and floor mats, and ostrich hide leather seats with suede accents.

The RMR Signature Edition Equus will be shown in the Hyundai Booth along with other specially designed cars exclusively built for this year’s SEMA Show.


RHYS MILLEN
With more than 17 years of racing experience, Rhys Millen has established himself as one of the premier rally/drifting drivers in North America. Born in New Zealand in 1972, Rhys is the son of famed rally and off-road racer Rod Millen. Rhys joined Rod in the U.S. as a teenager and soon afterwards established himself as a racer, by taking first place at the Pikes Peak Hill Climb in the Open Division and winning Rookie of the Year. He won the Formula Drift championship in 2005 and the Red Bull Drifting World Championship in 2008.
Millen’s driving credentials include movie stunts, multiple drifting championships, a Pikes Peak world record and his 2008 New Year's Eve Las Vegas truck flip. Behind Millen’s success in the driver’s seat is a full team of engineers and fabricators that know how to maximize the potential of a race car.
 Millen has continued to make a name for himself at the Pikes Peak International Hill where in 2009 he won the Time Attack 2WD class in his carbon-bodied Hyundai Genesis Coupe while setting a new class record.  In 2010 Millen unveiled his purpose built unlimited class Hyundai Genesis PM580 which will also be on display at the 2010 SEMA Show.
Hyundai and Rhys Millen Racing also recently announced their participation in rounds two and three of the U.S. Rallycross Championship where Millen is piloting a Hyundai Rally car specifically developed for the World Rally Championship.

Steve - 10/12/2010 3:33:46 PM

+4 Boost

Artist's deception. And a poor one at that.

Deutschland - 10/12/2010 6:35:41 PM

+3 Boost

Hyundai should have started a premium brand if they wanted to compete in this price point...this car will fail

MorePower - 10/13/2010 5:23:37 AM

+1 Boost

Styling looks like what would happen nine months after a Gensis sedan and a Dodge Charger SRT-8 got drunk and hooked up under the bleachers at homecoming.

That being said, it's not the car for me, but if a respectable set of parts can be put together and made into a package that offers similar performance as some of the speciality German sedans or the Infiniti M series at a significant cost savings, you could have a winner here.

Note:

By close, I don't mean a 3 sec 0-60 Hyundai pulling high .90's on the skidpad, but a low 4 sec 0-60 with mid to high .9 on the skidpad with decent steering, suspension and brakes could sell.

Monopoly - 10/13/2010 10:11:03 AM

+2 Boost

@Inline6
Some of my sentiments are similar to yours. Hyundai marketing schemes befuddle me, and it is clearly evident that they know little about presenting a high-end luxury car to the American consumer. This particular one off RMR Equus styling cues are questionable at best and clearly this special version Equus would not be appealing to the demographic of buyer Hyundai is attempting to reach.

1BadMan - 10/13/2010 11:56:29 AM

+2 Boost

Monopoly: you are on the money. Hyundai marketing has no idea what to present. The upgraded perfrmance is good, but the rendering resembles a diffrent demographic. The car is marketed towards older men and the car looks like it is for the Fast & Furious crowd. Not done very well at all. Questionable at best and a visual and marketing disaster at the worst!

Blindcorner - 10/13/2010 2:22:46 PM

+1 Boost

Is there really a market for people who want a high feature luxury automotive tuned by a drifter? Can't remember the last time I had pizza at Panda Express.