[darren]

OK, since Hyundai is making SUVs and large sedans like the Genesis I think people will pay more for getting more. But competing against BMW and Benz?

http://www.autoblog.com/2009/06/29/report-hyundai-equus-coming-to-the-states-in-july-2010-priced/

According to an anonymous source at Hyundai, buyers in the U.S. will get their first crack at the Hyundai Equus sedan beginning next July, with a cost of entry somewhere south of $60,000.

The Genesis-based sedan, which stretches a little over seven inches longer than Hyundai's first attempt at entry-level luxury, is available in Korea with either the Genesis' 3.8-liter V6 or 4.6-liter V8. However, Stateside buyers will only be able to purchase the bent-eight model when sales begin next summer.

Hyundai's primary aim with the Equus is to compete with the similarly priced Lexus LS460 ($64,700), while offering more luxury amenities including reclining rear seats, massagers and LCD displays. According to Rick Case, the owner of six Hyundai dealerships in North America, "It won't be a volume model for us. It will be a halo car for the brand." If you want to scope out the Korean-market Equus before sales begin next year, 100 sedans are currently available for evaluation at dealerships across the country.

That better be real wood for the coin!

 

[Bluemojo]

Beautiful car but I'd lose the hood ornament. Didn't VW try this with the Phaeton? You can go upmarket slowly, try too fast and people don't want it.

 

[darren]

Not really. The Phaeton was competeing against the Audi A8 and was 80-100k, this car is where Lexus used to be and look where Lexus is now. Maybe they ARE on the right track? At second glance it looks like a Maybach:

or the new lincoln

 

[xmachineheadx]

Would you say the same thing if it were an Acura? Look at the background and I thought it was an Acura with all that badging.

 

[buzybee]

Like he said, the car will be a halo car not a volume seller. The price is still a bit high because brand names work. That's why lexus worked. You don't have guys walking into a Hyundai dealership to buy an accent and getting upsold into this, lol.