Has The Hyundai Equus Changed The LUXURY Sedan Game?

Aside from the obvious price differential and value for dollar aspect of the Hyundai Equus, there's something else going on there, right? Well, at least that's what Hyundai is claiming.

But is it enough to call the Equus a game changer? I mean, the vehicle clearly turned the automotive world upside down when it was initially released. Considering it is competing against the best-in-breed models from the three Germans and Lexus, its competition is no joke.

Here's the twist though: did the Equus change the way we look at buying luxury vehicles? Think about it, when Lexus first made a move back in the 90s, it altered the luxury universe -- can the same be said for the Equus?

Instead of luxury being focused on making your life easier and more comfortable, Hyundai seems to be hinting that TIME and EMPOWERMENT are the most important luxuries. 

With iPads as owner manuals, valet service that picks up and drops off your vehicle for maintenance, and an at-home vehicle demo program, we have to say they're definitely living up to their word.

The question is though, is this how ALL luxury automakers should be?


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dl767captain - 6/23/2011 2:00:57 AM

+3 Boost

Since I haven't seen a single one here in San Diego yet (other than the auto show) I would say no. Sure it's a nice car for an expensive Hyundai that shares the same lot with $12,000 and tries to be taken seriously. Honestly Hyundai would have had a better chance if they made the genesis and equus its own brand instead of sticking a big Hyundai symbol on it when they have been known for their affordability.

LACMAN - 6/23/2011 12:07:12 PM

0 Boost

I didn't think I would see them either but I've actually seen more of them than the Genesis on the road.

0to60 - 6/23/2011 7:03:35 AM

+3 Boost

In that price range, Hyundai is missing a strong positive reputation and a certain socioeconomic status that Lexus has. Additionally, more mature ppl are less likely to sway from their brand. And considering more Lexus's are paid for out right than other premium brands, I doubt their owners are as price conscious as ppl on this site make them out to be.

I would say the Equus is a premium car. It will take more for me to consider it part of the luxury game.

0to60 - 6/23/2011 7:04:34 AM

+1 Boost

But a good start nonetheless

bmwdrvr - 6/23/2011 8:44:37 AM

-4 Boost

provide proof of that......, last time I checked the lease deals on the IS, ES, and RX are pretty low. Not to mention anyone whos worked at a dealership knows your statement is a lie. Second point people knock Hyundai for copying Lexus which making a similar vehicle doesnt mean they copied nor does anyone seem to remember how much the LS used to look like the S class. If Lexus can sell 2 versions of a Prius for over $40,000 and somehow convince people that obviously cheap vinyl covered doors, shiny plastics, silver toned plastic, are the pursuit of perfection why cant Hyundai do the same...

0to60 - 6/23/2011 9:41:47 AM

0 Boost

BMW you talking to me? If so, it was posted here before. Just search old articles.

0to60 - 6/23/2011 9:47:24 AM

+1 Boost

And it makes sense, more mature ppl are typically more established and have built more disposable income than the younger crowd. Lease deals will probably appeal to the younger generation. The market they want to begin capturing.

bmwdrvr - 6/23/2011 11:51:21 AM

-4 Boost

like I thought you cant provide proof, more unsupported nonsense from the lexus fans......next

enthusiastx11 - 6/23/2011 1:17:36 PM

-1 Boost

exactly. hyundai is mirroring the lexus strategy quite well. provide 80% of the car for substantially less money. that connects with the lexus buyer who buys an LS because it's 80% of an S-class for 60% of the price.

0to60 - 6/23/2011 2:40:37 PM

+1 Boost

Im not a Lexus fan. Im just not anti lexus. Big difference.

0to60 - 6/23/2011 6:52:35 AM

+3 Boost

no

bmwdrvr - 6/23/2011 8:45:45 AM

-4 Boost

funny I remember people saying that about the LS when it looked like the S class.......

2003TCSignature - 6/23/2011 9:39:41 AM

+3 Boost

Dollar Store luxury...

bmwdrvr - 6/23/2011 11:55:28 AM

-2 Boost

dollar store luxury? What would you call a camry (americas "the people car" ) dressed up like a luxury car? What would you call a toyota prius dressed up like a luxury car? What about a highlander dressed like a luxury car?? Hmmmm just curious....., that sounds like dollar store luxury store to me. Low end basis, low end engines, shiny plastics, fake aluminum, low grade leathers, and sheets of vinyl.....classy...

bmwdrvr - 6/23/2011 11:57:03 AM

-2 Boost

On a side note look how upset these lexus fan boys are lol. The Ls for years was called a knockoff S class it looked alot like it, and was what half the price. Im confused whats the difference here....get over it the Equus is the closest thing in concept to an LS

LACMAN - 6/23/2011 12:04:15 PM

+5 Boost

Wow. I don't know if I'd call anything "dollar store luxury" with a Lincoln logo as my avatar. Just sayin'...

enthusiastx11 - 6/23/2011 1:19:19 PM

-1 Boost

worked for lexus....why not hyundai? lexus even admits that they bought 80s S-class sedans, took them apart and copied as much as they could. and they also provided good service at time when german dealers were notorious for being cold.

Chevalier - 6/23/2011 9:23:10 AM

-4 Boost

Isn't that what Toyota have been doing for the last couple decades with LEXUS ?? come on guys!!... Don't forget, Lexus was started with copy designs. The original LS was a direct knock off of the Mercedes S-Class a very strong copycat ..
Every new car buyer in the population sees Lexus as a cheap Mercedes-Benz there is a reason for this! Today EQUUS changed the GAME!! Please stop complaining

knowitall1985 - 6/23/2011 9:51:42 AM

+4 Boost

There is one big difference "QUALITY" time will show what a POS hunday is. Cheap is Cheap.....

Caraficionado - 6/23/2011 10:23:32 AM

-3 Boost

It’s all déjà vu with Lexus 20 years ago.

Let’s also give Hyundai a chance!

bmwdrvr - 6/23/2011 12:02:03 PM

-4 Boost

BSBB your a joke they first off rebadged a camry the 89 camry at that which wasnt that nice at all and called it an es250 or did you forget that. It was a complete an utter joke, even today that thing is a joke so before you talk humble starts check there. Your bias opinion is funny because its no different than what people said about Toyota making luxury cars years ago, and even now many peopl ewould rather spend thousands more for more cache than Lexus can offer.Even Lexus knows that it was forced to play the value card for years against its european competition thats just like this Equus....check the bias back in 89

Joe_Limon - 6/23/2011 10:45:21 AM

+2 Boost

mhm that 221 vehicles they sold last month is definitely changing the game... lets see... some numbers.

7series 1,386 ... $71,000 - $91,200
Sclass 872 ... $91,000 - $209,000
Porsche Panamera 616 ... $74,400 - $135,300
LS 585 ... $67,130 - $74,980
A8 495 ... $78,050 - $84,000
Hyundai Equus 221 ... $58,000 - $64,500

Apparently Hyundai is proving that price isn't as big of a factor when it comes to the luxury game. That's game changing is it not?

bmwdrvr - 6/23/2011 11:52:47 AM

-3 Boost

yet how many more 7 series and S classes were sold versus the LS......, and they are both THOUSANDS more. Based on their sales volume the Equus will certainly eat into the LS sales volume good luck Lexus....

Joe_Limon - 6/23/2011 11:56:57 AM

+1 Boost

In one month the 7 series sold more then all of the Equus sales combined this year.

VISO - 6/23/2011 12:24:32 PM

+2 Boost

I have yet to see an A8L for $84000.00. Everyone so far is $95,000 and up. Let me know where I can get that kind of deal.

Joe_Limon - 6/23/2011 12:27:57 PM

0 Boost

http://autos.yahoo.com/audi/a8/2011/

This is where I get pricing.

PlanB - 6/23/2011 11:02:54 AM

-3 Boost

Hyundai is only making like 2000 of them this year total so I would be shocked to see one on the road anyway. Also stop calling this car cheap, its $65k, not in S class or & 7 series territory but still, luxury is luxury, A LOT of people couldn't afford this car. Its not a threat to BMW or MB (yet) but from all the comparisons of it that I read Lexus really should be worried that Hyundai stole their playbook and are running their old plays against them for a little less money.

ggcrash - 6/23/2011 12:28:53 PM

-1 Boost

Yes, it IS a game changer...you haven't seen dealer lots full of them. In fact, in Florida, there is a WAITING list. Call it what you wish, this is a totally different economy now...20 years ago BMW and MB, said the same about Lexus, Infinity and even AUDI!

knowitall1985 - 6/23/2011 12:58:02 PM

+4 Boost

Better yet what's their IQ....

speed123 - 6/23/2011 1:06:46 PM

+2 Boost

No it has not!

enthusiastx11 - 6/23/2011 1:19:50 PM

-4 Boost

ok, tell that to lexus. a quarter of equus sales are lexus trade-ins.

1BadMan - 6/23/2011 2:00:45 PM

-2 Boost

This segment of the market is known as Commodity Luxury. And yes, Toyota "Lexus", Honda "Acura", Nissan "Infiniti", GM "Cadillac" are there. And Audi could is also in this segment although people would disagree with that but they are. You can buy more or less but you cannot buy more for less. There is a reason they are less expensive and the value proposition is cheaper. Commodity luxury is easy to sell and not so easy to sell against.

Hyundai is accelerating the brand but it is not an S-Class or a 7 Series by any stretch.