Speaking of Luxury Flagships . . .

Edward Niedermeyer
by Edward Niedermeyer

Hyundai has announced that its Equus luxury flagship is headed stateside in “late 2010.” The New York Times seems to believe that the Equus “is not likely to be called the Equus,” when it arrives. Google the name without “Hyundai” to find out why. So does the rush to market mean Hyundai has abandoned plans for a Genesis-based brand spin-off adventure? Let’s hope so. This is no stretched Azera (it’s a stretched Genesis), but it’s said to be priced starting “under $60K.” Which means Cadillac’s 2012 XTS “flagship” won’t even be a “Hyundai fighter.” How the world changes.

Edward Niedermeyer
Edward Niedermeyer

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  • Rusted Source Rusted Source on Aug 14, 2009

    I could see one positive outcome without falling into the trap of brand re-engineering. Instead of people seeing Hyundai and Killed-in-Action spitting out the same cars with different bodies (the Chevy-Pontiac thing), start pushing Hyundai upmarket. It doesn't have to get to that Lexus/BMW/M-B cache level, but just an overall perception that KIA is youthful entry-level cars and Hyundai is more luxurious. This car and Genesis sedan could help nudge that perception along. Ultimately if they ever decided to produce a separate luxury brand, they might have the credibility to pull it off by then. For now though, I think the Lexus/BMW/M-B quality at Hyundai prices is working well enough for them.

  • TonyJZX TonyJZX on Aug 14, 2009

    i think the sole reason this car exists is that so Korean diplomatic staff can drive around in their country's own car if you're a little banana republic of course you use a mercedes S class but it would be embarrassing for a car building nation like korea to do the same does it matter they don't make a cent in exports? who cares it's just gravy for the real use of this car

  • Charly Charly on Aug 14, 2009

    Sounds like the French and there luxury models. I always wonder who outside the president drives them

  • Ohsnapback Ohsnapback on Aug 15, 2009