Is There Such A Thing As A Too Expensive Hyundai? AWD Genesis Stealing Equus Sales

Sales of most models in Hyundai’s U.S. lineup are in the black this year, so the Equus’ 45.5% decline through May stands out.

While it always has been the higher-volume model of the brand’s two near-luxury sedans, a newer, more luxurious and less-expensive Genesis 4-door is cutting into Equus sales like never before.

“The Genesis has cost the Equus business…there’s no doubt it’s taken sales away from Equus,” Hyundai Motor America CEO Dave Zuchowski tells WardsAuto in an interview at a ’16 Sonata Hybrid media event here.

Hyundai launched the second-generation Genesis about a year ago to positive reviews, which called out the car’s premium appearance, as well as its added content.

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mre30 - 6/3/2015 12:12:08 PM

-1 Boost

For the money, the Genesis is quite nice and deserves all the accolades it has received.

The Equus is a car without a market and should be either discontinued or decontented (i.e stripped down of all its Korean-Boss electronics) so it sells to value-shopping car service drivers. The Equus should aim to be the official vehicle of Uber.

nguyenvuminh - 6/3/2015 2:10:14 PM

+1 Boost

But I thought 009 said the other luxury car mfrs should be scared of Hyundai's foray into that segment with the Equus? So are you saying that it can't even compete against its own junior sibling?

MDarringer - 6/3/2015 3:44:28 PM

+2 Boost

The last Genesis was a better buy than the Equus, but this truly world-class Genesis only points out the dire need for the Equus to be replaced ASAP

TomM - 6/3/2015 6:07:51 PM

+3 Boost

Honda, and then Toyota and Nissan - all saw the need to create a Premium Brand for their Premium Cars. Volkswagen shot itself in the foot with the Phaeton. But Audi is doing Okay.

People buying a premium car do not want a Chevrolet or Toyota (Or worse - Hyundai) experience. Hyundai NEEDS to create a separate BRAND - with separate showrooms. Otherwise - the Genesis and Equus both will not produce the desired sales - no matter how good they are

MDarringer - 6/4/2015 9:04:16 AM

+3 Boost

Believe me, the dealers are screaming for a separate brand.

leej - 6/4/2015 8:36:36 AM

+3 Boost

The Equus is getting long in the tooth from a design perspective...the refresh was not enough to compete with the new Genesis...not to mention that the typical Genesis markdown is about $5k...and the Equus markdowns are up to $10k.

HughJass - 6/4/2015 4:06:03 PM

+1 Boost

Wasn't everyone put on notice?

4ron - 6/6/2015 1:15:28 AM

+2 Boost

Take a look at Equus sales over the last few years and you'll realize there is no loss here. Equus was designed in Korea for Koreans. Its poor driving characteristics never gave it a chance to compete with the big boys in this country.

SteveT - 6/7/2015 12:16:54 PM

+2 Boost

I own an Equus and will replace it with anything but another Equus. The quality of the interior is only average and there are some very strange settings and controls issues, especially the door locks and seats. It must be a Korean cultural things. The worst thing about the cars are that the dealerships suck.
The car doesn't differentiate between the two key fobs, so if you have two drives that use significantly different driving positions, it is a pain in the ass to enter and exit the car without having to move the seat up or back using the manual seat controls prior to entering or leaving the car. TPM doesn't display reading from each tire. All it tells you is that one or more tires is low on air. Gas mileage is TERRIBLE. Leather quality is not very good. In order to set the auto door lock to unlock both front doors when you enter the car from the driver's side, you have to have the dealer do it. Etc.