Is Hyundai Defining A "Reasonable Luxury" Category?

which makes me wonder about wtf Cadillac is doing with about a hundred years of prestige when this nooblet can just come around the corner and compete with cars such as Lexus or even Mercedes... when they have nearly no prestige

The people that made the budget luxury brands from japan a hit will likely adore the Equus. Those that dont care about a badge, have money but cautious with how they spend it, want the most for their money, and can't justify spending MORE for the same (or less) features...they'll eat it up.

The snobs, the type that doesnt even refer to their car as a car, but rather "my mercedes" or "my jag" and goes out of their way to show the world they have money...well, they'll want no part of the Equus.

No, they are still the same, the substance is still not there.

Since when was Reasonable Luxury a category of luxury car??, and if it were I highly doubt a car this expensive would fit in it. The bottom line is sure its full size and offers alot BY COMPARISON to cars that are already expensive but the reality is thats it hard to talk to value at these prices. Im sure its a wonderful car, but buying a fullsize luxury car is more about non tangible qualities than features for the money because if they were truely trying to cut cost, a Genesis would make way more sense...

This isn't redefined. Lexus played this very same game back in 1989 when they launched the first LS. The only difference is that Toyota commanded a lot more respect than what (the turned around, highly motivated) Hyundai gets now. But I like the Equus and what it represents. Its not really about the car, its more of a wake up call to the rest of the industry that Hyundai is drop dead serious now. They're only selling 2000 models, that right there tells me this is just a "statement" car for them. Everybody has their own opinion on the Koreans and their cars but I am very impressed with their turn around so far.

Well luxury buyers want a good experience and that is hard to get from the current Hyundai dealerships, which scream ghetto. That's not snobbery, but reality about Hyundai/Kia dealers and how they sell. It's the part that is missing in their formula. In my area they are all shady dealers.

Equus owners will never see the dealership, for the first 5 yrs/60k miles someone picks it up for servicing, leaves you a loaner and brings it back once they're done.