Trick Or Treat: NOW Who Should Be Scared? Hyundai Prices Equus At ONLY $58K!

Hyundai Motor America has announced pricing for the all-new Equus luxury sedan. The lavishly contented Equus Signature will be priced at $58,000 and the top-of-the-line Equus Ultimate at $64,500. Hyundai Equus brings a fresh approach to product innovation and the ownership experience in this price segment.

Every Equus comes standard with "At Your Service," Hyundai's revolutionary approach to the luxury ownership experience that provides complimentary valet service and covers all maintenance needs for 5 years or 60,000 miles. With "At Your Service," Hyundai Equus owners enjoy no-charge maintenance, including complimentary oil and filter changes, brake pads and rotors, wiper blades, and battery. Valet pickup and drop-off is provided for all warranty, maintenance and service repairs, and a Genesis or Equus replacement vehicle is provided while the owner's car is at the dealership.

The Equus retail and ownership experience includes other innovative and time-saving premium services such as:

"Your Time, Your Place," the industry's first at-home vehicle demonstration program
Equus Champion (product expert) at each authorized Equus dealer
Apple iPad with interactive owner's manual capability
Equus Customer Connect Center hotline (phone and e-mail) for VIP customer service

"We're confident that smart luxury buyers will discover that Equus competes well with similar flagship products from Mercedes-Benz, BMW, Audi and Lexus," said John Krafcik, Hyundai Motor America president and CEO. "But the traditional luxury brands simply can't compete with the unique retail and ownership experience we'll be providing for the Equus owner, including "Your Time, Your Place," the industry's first at-home vehicle demonstration program; the "At Your Service" program, which provides complimentary valet at-home pickup and no-charge maintenance for five years or 60,000 miles; and the industry's first iPad-based interactive owner's manual."

Equus arrives at select Hyundai dealerships in December. Hyundai expects the premium luxury market to total close to 45,000 units this year.

2011 EQUUS Manufacturer's Suggested Retail Pricing
Model Equus Signature
MSRP $58,000

Model Equus Ultimate
MSRP $64,500

$900 freight charge not included

"At Your Service" Summary

Valet service – The dealership will pickup and deliver the owner's Equus for maintenance, replacement of wear items or warranty work
Replacement vehicle – If alternative transportation is needed while service is being performed, the dealer will provide a Genesis or Equus at no cost
Maintenance – Covers all factory maintenance for the first five years or 60,000 miles, whichever comes first
Wear items – Covers brake pads, brakes discs, wiper blades and battery

EQUUS SIGNATURE KEY STANDARD FEATURES

4.6L DOHC Tau V8 engine
Six-speed automatic transmission with SHIFTRONIC®
Electro-Hydraulic Power Steering (EHPS)
Electronically controlled air suspension with Continuous Damping Control (CDC)
19-inch chrome alloy wheels with P245/45R19 (front) / P275/40R19 (rear) tires
Four-wheel disc brakes with Anti-lock Braking System (ABS) and EBD
Electronic Stability Control (ESC) with TCS and Brake Assist
Vehicle Stability Management (VSM) system with pre-collision warning
Nine airbags: advanced dual front airbags, front and rear seat-mounted side-impact airbags, driver knee airbag, and roof-mounted side-curtain airbags
Electronic active front head restraints with power controls
Electronic seatbelt pretensioners
Tire Pressure Monitoring System (TPMS)
Lane Departure Warning System (LDWS)
Smart Cruise Control
High Intensity Discharge (HID) headlights with LED turn signal indicators
Adaptive Front Lighting System (AFLS) with auto-leveling
Fog lights and automatic headlights
Front and rear parking assistance system with rearview camera
Dual power-folding heated auto-dimming side mirrors with turn signal indicators and approach lamps
Dual asymmetrical exhaust tips integrated with rear bumper
Proximity key entry with push-button start
Illuminated scuff plates, inside door handles and door armrest
Premium leather seating surfaces and Alcantara® suede headliner
12-way power driver seat plus lumbar adjustment and 10-way power front passenger seat
Driver seat massage system
Heated and cooled front seats
Heated, wood-trimmed and leather-wrapped steering wheel
Power tilt-and-telescopic steering wheel
Integrated Memory System (IMS) for driver-side seat, mirror and steering wheel
Leather-wrapped dash and real wood interior trim
Electroluminescent cluster (Supervision) with 3.5-inch TFT LCD screen
Electronic parking brake with automatic vehicle hold
Power windows with auto-down/up
Navigation system with DIS and multimedia controller
Apple iPad interactive owner's manual
608-watt Lexicon 7.1 Discrete surround-sound audio system with 17 speakers
iPod/USB and MP3 auxiliary input jacks and iPod connection cable
XM® Satellite Radio & NavTraffic® with trial subscription
Bluetooth® hands-free phone system
Dual automatic temperature control with air quality system
Windshield-wiper deicer, rain-sensing wipers and auto-defogging windshield with humidity sensor
Electrochromic auto-dimming inside rearview mirror with HomeLink® and compass
Acoustic laminated windshield, front and rear side windows
Power tilt-and-slide glass sunroof
60/40 power reclining and heated rear seats
Power rear sunshade and rear side-window sunshades
Luggage net
Premium-grade floor mats
Premium-grade trunk cargo mat
First-aid kit (PIO)

EQUUS ULTIMATE ADDS ULTRA-LUXURY FEATURES

Equus Ultimate adds or replaces:

50/50 split rear seats (four-passenger seating) with reclining function
First-class passenger-side rear seat: leg support and massage system
Cooled rear seats
Rear-seat entertainment system with eight-inch monitor
Thermoelectric rear center console refrigerator
Rear-seat power up/down head restraints with manual tilt
Rear-seat illuminated vanity mirrors
Forward-view cornering camera
Power trunk lid




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Agent009 - 10/19/2010 3:26:58 PM

-6 Boost

The words Hyundai and Limo just don't seem to mix too well...

rubenkincaid - 10/19/2010 11:55:56 PM

+7 Boost

The Equus is the premier limo in Seoul. No reason that it won't be able to find a home in the US. I've sat in the back of them several times, and they're as good as any other luxo-barge out there.

trymee - 10/19/2010 3:17:32 PM

+2 Boost

lexus should be scared!

Agent009 - 10/19/2010 3:27:59 PM

-5 Boost

Hopefully they are more scared than the Germans were when Lexus entered the market...

1BadMan - 10/19/2010 3:36:23 PM

+8 Boost

No one should be scared. But Toyota, Nissan & Honda should be somewhat concerned. Let's see who the conquest buyers are first. Will they be stretching up to buy or are they coming down to purchase? And is Hyundai an aspirational brand? No. Commodity Luxury at it's best.

pennfootball - 10/20/2010 10:57:42 AM

+2 Boost

Honda? Are you mad...honda has nothing resembling a full sized car or Acura flagship and never will. Honda will never sell a V8 or rear wheel drive again unless it is in an Indy car.

tattedtwice - 10/19/2010 3:37:34 PM

-1 Boost

There are enough buyers concerned with value (witness all the buyers that settle for unrefined infinitis) to pick this over the other flagships. Besides, they only expect to sell a small number of them anyway.

WorldofLuxury - 10/19/2010 3:42:13 PM

+2 Boost

How about $46k? :) There was a type when too cheap makes failed many newcomers, but $58k... I don't know. Car prices of foreign models have been going wild lately.

bmwdrvr - 10/19/2010 3:47:11 PM

+3 Boost

Lexus, Infiniti, should be most concerned as both the Genesis and Equus are exactly what those brands are value oriented alternatives to the European Competition. I would say Cadillac, and Lincoln but Lincoln seems to have given up on true luxury a long time ago to badge engineer cars and Cadillac seems to be still finding itself. Traditional Cadillac buyers also tend to be very loyal when it comes to the big Cadillac sedans. In all honesty though I wondr how many would be 7,S,A8, XJ buyers would simply just buy the next class down instead of buying the equus if they were trying to save money.

Whelan - 10/19/2010 4:14:30 PM

0 Boost

Hopefully the loaners won't have huge stickers that say "So and So Dealership Courtesy Vehicle".

Very nice accesories and appointments. And the services before, and after purchasing seem quite intriguing.

While by no means a Mercedes competitor, they are not looking at MB right now. They are aiming for Lexus/Infiniti/Acura while portraying themselves as near German luxury. And at 58K they are not completely out of the ballpark. The VW Phaeton was well in the 70-80K and offered a fraction of what this car does.

I see plenty of Genesis' on the road and will probably see this soon enough. Big luxury at an affordable price for many. I realize many on this site are posh with Porsches, and BMWs in their garage thinking of the next vehicle they will purchase. But plenty of others do run on budgets and want something of this caliber.

MorePower - 10/19/2010 4:34:54 PM

-1 Boost

AutoSpies should be scared because without the Equus, what would we talk about?

Yes, the Equus is a nice car, it's Korean, and it will compete directly against the Lexus LS460, BMW 5-Series, Cadillac and the E-Class.

Can we move on to other topics now?

MorePower - 10/20/2010 2:08:00 AM

+3 Boost

No! How many people on this site are going to buy a Hyundai Equus? I'm sure it's an amazing car for the money, come on. I rather hear some news on the new Lotus vehices, Lambo, or even A3 Diesel or Mini SUV.

As for your sarcasm, I don't care if you or anyone else on the site wishes to learn what the average gay American, European or Earthling drives or aspires to drive. I'm not a Toyota lover by any means. I like driving cars that have performance.

Until people have the keys to this car in their hands and are about/have driven it, why must there a post about the Equus every other day?

PlanB - 10/19/2010 4:43:09 PM

+1 Boost

Impressive feature set for $58k and that dealer service is awesome.

sdcarguy - 10/19/2010 5:04:57 PM

+5 Boost

I sat in one at the OC car show with a bunch of other guys doing the same and it seemed tight - especially in width.

lock - 10/19/2010 5:31:38 PM

+2 Boost

I did the same and noticed many smiling faces sitting inside and wondering around. A great start for a potential future in luxury autos.

528i - 10/19/2010 5:05:02 PM

0 Boost

I would buy it over the 5er, A6 or E class.

sdcarguy - 10/19/2010 5:06:42 PM

+1 Boost

BTW the best back seat at the OC show BY FAR was the BMW 5 GT.

g2ok - 10/19/2010 5:45:12 PM

+7 Boost

What you mean by Only $58k - that's a lot of money to spend on a car.
Oh wait, it does come with an iPad :)

Monopoly - 10/19/2010 8:46:51 PM

+1 Boost

The Equus certainly looks to be a nice car. But honestly, who would pay $58,000/$64,500 for a Hyundai? Someone looking for a high end luxury automobile also expects a first-rate dealer network and name prestige that comes along with the expensive price tag, neither which Hyundai nor the Equus can currently provide.

Furthermore, even at the price point Hyundai set for the Equus won't be enough to sway the ardent luxury car buyer. Especially when similar cars in this segment such as the Lexus LS and Jaguar XJ are priced very comparatively.

Unfortunately, many of the "smart luxury buyers" Hyundai are assuming will convert to the Equus, will opt for low mileage CPO, DEMO or 2010/2009 model year BMW's, MB's, Audi's, Jaguar's or Lexus to gain significant cost reductions than risk purchasing a Hyundai product with no exclusive dedicated dealer network and lack of brand cache.

nguyenvuminh - 10/19/2010 10:03:31 PM

+3 Boost

009, I know you're implying Lexus should be scared but personally, I think BMW should be worried!!! Haha, just kidding, I'd thought I'd get you and other BMW lovers riled up.

g2ok - 10/19/2010 11:24:53 PM

+3 Boost

Hyundai still advertise the $99 down / $189 a month payment schemes, so I'm not sure how $58k will work. Seems like most Hyundai & Kia are sold to people that couldn't afford other brands, kind of like those iPhone knock-offs made by Samsung.

uaw_lax - 10/19/2010 11:37:22 PM

-2 Boost

No one should be worried there are better cars for 60k. This car has the same look as a fake Rolex has and will only fool a few buyers since people that earn enough money to buy a 60k car are smart enough not to fall for this lex/BMX/MB knock-off.

KeyserSoze - 10/20/2010 12:31:44 AM

+4 Boost

And why should BMW MERCEDES and AUDI not be worried? Only Lexus/Acura and Infinity? Acura and Infinity don't even have a 7 series, LS OR S Class competitor. They should all be worried!

Lexus - 10/20/2010 2:06:25 AM

+4 Boost

$58,000 to $64,500 for a Hyundai? ha....ha....ha...ha... Thank you for the good laugh. I know Hyundai has improve so much within the last 10 years but NO in their right mind would buy this over the LS460, S-Class, 7-Series, A8 especially in that price range. One can get a really good deal on slightly use LS460, S-Class, A8 or 7-Series about 2 years old with low mileage with that kind of money.

Don't belief me? go to autotrader.com and do a search and you see what I mean.

Lexus - 10/20/2010 2:10:39 AM

+2 Boost

But on the other hand, you will have people with to much money but NO brain or taste will buy this ripped off, copy and paste car. At least Toyota created a luxury division and called it "Lexus" and Nissan called their "Infiniti" and Honda called their "Acura"

iamdabest1 - 10/20/2010 8:14:07 AM

+2 Boost

this is just nuts, it is a god damn hyundai !! i saw this car in person at ny auto show, ill admit i think it looks great from every angle, but 60k is too expensive for this lexus-mercedes look alike.

at least when chrysler had the 300 looking like the bently it was under 40k..
seriously at 60k i would take a used lexus or a brand new infiniti m56 starting at $57900 according to infiniti website..
when i see this on the road, i know ill say " wow very nice looking car, now let me pull up closer to the drivers window to see whos the retard who spent 60k on a hyundai "
i look at hyundai as a joke.. the equus should be priced at the same price point as a maxima or avalon, then they would steal sales by offering twice as much for half the cost because to me they are not half as good as lexus, or infiniti, not even comparable to the germans..

internationalmanofmystery - 10/20/2010 8:24:02 AM

-2 Boost

I hear a LS crying...shhh, you just might hear it too if you pipe down

internationalmanofmystery - 10/20/2010 8:30:20 AM

0 Boost

"...at least when chrysler had the 300 looking like the bently" Hahahahahahahahahaha ....my tummy hurts, make it stop!!!

0to60 - 10/20/2010 9:10:19 AM

+2 Boost

I think this may compete with the 5 series, GS, and E class. But has the Genesis really put a dent in anything? 009 claimes it would steal LS customers as did the BMW fans on this site. Has that happened??? Likeise, this will not either. They may sell close to 500 or so if that in a year. I think they only sell around 2000 Genesis per month. But this is another promising car from Hyundai that I think will make others step up their game.

speed123 - 10/20/2010 1:31:15 PM

+1 Boost

Decent car, but no way would I buy it, when I can get a new Infiniti M or BMW 5 for a little bit more. They should have topped it at maybe 45.

Epik - 10/20/2010 2:42:25 PM

+1 Boost

Well, I suppose people who own their own businesses and have no one they need to impress can buy a car like this and have all the features and tech in cars twice it's price but many people want a luxury badge. Still, I think there are plenty of people in the internet age who know how to do their research and spot a good deal. I think this will sell decently and is a good halo car for Hyundai.

knowitall1985 - 10/20/2010 5:03:38 PM

+2 Boost

The new GS will blow this away for the same money.........

LACMAN - 10/20/2010 7:29:17 PM

0 Boost

Yes but for less car. Pay attention...

richard112360 - 10/21/2010 12:18:24 PM

0 Boost

BMW and Mercedes never took the threat of Lexus seriously in the early 1990's and guess what happened. Lexus took the U.S market by storm and now outsells all the others in the Luxury market. I expect the Hyundai Equus to do the same in short order.

enthusiastx11 - 10/21/2010 6:03:58 PM

+1 Boost

ONLY %58,000?!? that's a big number and very close to the lexus LS in the $60s. when lexus launched the LS400 in 1989, it was priced 40% less than the equivalent S-class ($35k vs. $58k+). that's what enabled lexus to gain market share. hyundai should have been a little more competitive with pricing in order to establish themselves.