2011 Hyundai Equus

[HighestOfHigh]

Don't want to sound 'unfair' but could the Equus even be mentioned alongside the Germans

"I wanna be like Mike"

Sure it can!

To compete with the S-class a car must have -

1. A proper V8 engine and proper engineering capabilities (Something that Acura still doesn't understand, but Hyundai does).

2. Above average technology

3. A significant amount of luxury features with the quality to match

4. Be a full-size sedan

.....but that will only get you in the door.

You will still need to offer something in comparison to their long history, outstanding quality and name recognition.

What works for Hyundai right now is the "Economy". The problem they might have is the fact that for that price range someone could get a well equip E-class or 5 series. Then again Hyundai might win on maintenance and that wonderful 10 year warranty (if someone is looking into long term ownership).

 

[Centurion]

Sure it can!

To compete with the S-class a car must have -

1. A proper V8 engine and proper engineering capabilities (Something that Acura still doesn't understand, but Hyundai does).

2. Above average technology

3. A significant amount of luxury features with the quality to match

4. Be a full-size sedan

.....but that will only get you in the door.

You will still need to offer something in comparison to their long history, outstanding quality and name recognition.

What works for Hyundai right now is the "Economy". The problem they might have is the fact that for that price range someone could get a well equip E-class or 5 series. Then again Hyundai might win on maintenance and that wonderful 10 year warranty (if someone is looking into long term ownership).

You forgot the most important ingredients -- character and an original design with impeccable elegance. This is were most S-Class imitators have come up short.

 

[Merc1]

Not to mention a Hyundai won't drive, handle or ride like a Mercedes. Nothing in the segment does. BMW rides sportier, Lexus rides softer cushier, but the handling is sloppier. Audi just doesn't ride well to most folks, too stiff.

Price the Equus on top of the E-Class/5-Series is what they should do, in effect offering what they think is an S-Class/7-Series level car for E/5 money, this is exactly what VW should have done with the Phaeton, but they goofed it by charging too much.

A SWB Phaeton would have, and a SWB Equus will sell better with a price right around (maybe a little less than) what a loaded 550i or E550 goes for. LWB models should cost a few grand more, but have much more content.

It could work, but don't expect huge numbers which is what VW did. Hyundai on the other hand will market their luxury car better than VW did.

Can't wait to see the comparision with this LWB Equus, S550, 750Li, LS460L, A8L and the new XJL.

Poor Acura, Cadillac, and Infiniti, they must sit on the porch and watch the big boys play.

Cadillac actually thinks a large FWD car (the XTS) is going to compete in this segment. The OLD GM LIVES!


M

 

[Guibo]

These are the first shots of the long-wheelbase model, which will go head-to-head to stretched versions of cars like the Mercedes-Benz S-Class, BMW 7-Series and Lexus LS.

When it reaches dealers at the end of summer 2010, it should feature conservative pricing, which may mean a proportional step up from the most expensive Genesis sedans, somewhere around or above $50,000. Only 100 to 200 dealers will be allowed to sell the car, and Hyundai only expects to sell 1000 to 2000 cars annually while it feels its way around the luxury end of the market.

- Hyundai Unveils Long-Wheelbase Equus Flagship - MotorAuthority

Anybody know how many long-wheelbase versions of the LS, 7er, and S-Class are sold in the US? I'm going to guess each is sold at around 3-4 times the planned volume of this car, and if that's so, then this car doesn't really go head to head against those cars.
At that price and those low volumes, I don't think Hyundai are being overly presumptuous. A base 7 Series starts at something like $30k over this. A base 5er is also quite close. Hyundai have probably received some level of interest from prospective customers who are familiar with their cars, and have come to trust them. There are probably enough people in the States willing to assess a car on its merits, with history/pedigree being secondary, to make the business case for this car. This is how Lexus/Infiniti have survived and thrived. Same for Lambo vs Ferrari; not everyone wants a Ferrari (or a BMW/Audi/Mercedes). And now, some people surely don't want a Lexus no matter what the price.

Hyundai have gained customer loyalty by offering buy-back programs for those who have lost jobs, fairly long warranty periods, as well as rebates for current Hyundai owners on new cars. But without offering anything more upscale, they will forever be relegated to "bottom feeder" status. In order to gain recognition, retain those customers looking to move up, and tap into considerably more profitable markets, they need to expand their model lineup.

But LOL at that interior photo; one can see where they're finding ~2" in the wheelbase.