Hyundai has announced the latest move in its “Big Voices in Big Places” marketing strategy, taking over as title sponsor of the PGA TOUR’s season opener, now known as the Hyundai Tournament of Champions.

Hyundai Cerritos said the sponsorship actually brings a mix of the old and the new to The Plantation Course in Kapalua, Hawaii, where the tournament is played. Hyundai, of course, will put a fresh face on sponsorship efforts, while reintroducing the “Tournament of Champions” name—the competition had been titled the SBS Championship in past years—is a nod to the event’s 57-year history of only inviting the previous year’s PGA tournament winners to compete.

“Hyundai’s title sponsorship of the PGA TOUR’s traditional season-opening tournament aligns our brand with world-class athletes who mirror our own competitive drive,” said John Krafcik, president and CEO, Hyundai Motor America. “This sponsorship ensures that every champion at the tournament will arrive in luxury, and the fans that follow the sport will be exposed to an all-new interpretation of intelligent luxury, the Hyundai Equus.”

As for the Equus itself, Hyundai’s new flagship will tee off against competitors from Lexus and Mercedes-Benz with a full complement of Intelligent Luxury. Arlington VA Hyundai dealer drivers can look forward to a wide range of unique ownership experiences—including valet pickup and dropoff for maintenance, warranty and service repairs—as well as Equus Signature vehicle amenities such as an award-winning 385-hp V8 engine, a 17-speaker/608-watt Lexicon sound system, an electronically controlled air suspension with continous damping, a heated wood and leather steering wheel and premium leather seating with heated and cooled front seats and driver-seat massage functionality.

The Equus Ultimate boasts all that and more, including the kind of rear-seat luxury usually found only on small-run sedans with huge price tags. Back-seat passengers can enjoy cooled, power-reclining seats with massage functionality, a small refrigerator and a full entertainment system.

The 2011 Hyundai Equus will arrive in Clovis Hyundai Dealers dealerships later this year; the 2011 Hyundai Tournament of Champions will arrive in Hawaii on January 3, 2011, then run through January 9 with four full days of coverage on the Golf Channel.

Not only did the Hyundai Equus make Playboy Magazine’s recent list of the Best Cars of 2010, but the editors also named the Equus the “Most Likely to Succeed for 2011.”

According to Hyundai Clovis, the Hyundai Equus is the Korean brand’s first foray into the highly competitive full-size luxury sedan segment. It’s said to compete with vehicles such as the venerable BMW 7 Series and the Mercedes-Benz S-Class.

Despite tough competition, the newcomer is a formidable competitor. The Hyundai Equus features a 385 horsepower 4.6-liter V8 mated to an six-speed automatic transmission. In addition, the Equus also boasts a Lexicon Logic audio system, a first-class backseat to ensure the comfort of passengers, and it even comes with an Apple iPad which serves as the vehicle’s user manual.

With a starting price of $58,000 at Hyundai Dealer Manassas, the Equus provides plenty of content, while undercutting the price of comparable luxury sedan mainstays. And, that’s also why the Playboy believes the Equus will be a stellar success in 2011.

As it prepares to introduce a new breakthrough in automotive luxury, Hyundai has recently announced the pricing for its opulent 2011 Equus sedan. The Equus Signature, showcasing dramatically high levels of content and performance, will have an MSRP of $58,000; the new Hyundai flagship, the Equus Ultimate, will be available starting at $64,500 at Hyundai Dealer Richmond.

“We’re confident that smart luxury buyers will discover that Equus competes well with similar flagship products from Mercedes-Benz, BMW, Audi and Lexus,” said John Krafcik, Hyundai Motor America president and CEO. “But the traditional luxury brands simply can’t compete with the unique retail and ownership experience we’ll be providing for the Equus owner, including ‘Your Time, Your Place,’ the industry’s first at-home vehicle demonstration program; the ‘At Your Service’ program, which provides complimentary valet at-home pickup and no-charge maintenance for five years or 60,000 miles; and the industry’s first iPad-based interactive owner’s manual.”

Of course, in addition to providing drivers with a lavish ownership experience, the Equus also provides them with a vehicle that—as Mr. Kafcik indicates—will stand tall in comparison to the best luxury sedans from some of the world’s top premium automakers.

Just consider some of the luxury features that come standard on the Equus but are unavailable or only available at an extra charge on the competition. For example, the Hyundai includes a heated steering wheel, something that is an option on the Audi A8, Mercedes S-Class, Lexus LS460 and BMW 7 Series, and the Equus also boasts standard heated rear seats, which aren’t available on those vehicles at any price. Driver-seat massage functionality also is standard with Equus, but it’s not offered by the BMW or the Lexus, and it’s an extra-charge option on the others. In terms of safety, the Equus comes with features like a lane-departure warning system and smart cruise control as part of its standard content, but that equipment is, again, only optional on the Hyundai’s rivals.

Add in the stunning sedan’s powerful 4.6-liter V8, a six-speed automatic transmission with SHIFTRONIC manual-shifting capability, an electronically controlled air suspension, and a full vehicle stability management system, and it’s obvious that Equus isn’t just the smart choice for today’s luxury buyers—it’s the only choice.

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With the launch of the Hyundai Equus, it’s anyone’s guess what impact it will have on the perception of the Hyundai brand. Few expected the Genesis to be as well-received as it was, and now the automaker appears to have another surprise in store for would-be luxury car buyers, with the powerful, and far more luxurious, Equus.

Of course, while few think of Hyundai as a luxury brand just yet, the Equus will nevertheless be competing with the likes of the Lexus LS, BMW 7 Series, and Mercedes S-Class. But Motor Trend recently decided to go a step further and compare this new sedan to one other luxury mainstay: a Bentley.

It’s odd to see a 2011 Bentley Mulsanne being compared to a Hyundai, especially considering the two sedans cost $330,000 and $70,000 at  Pohanka Hyundai. Service is also available. But both vehicles, despite their price tags, offer plenty of amenities. See the video below to see how they stacked up.

With the lavishly equipped 2011 Equus, Hyundai is doing more than just reinventing the luxury sedan—the automaker is reinventing the entire luxury sedan ownership experience. And it all starts before buyers even purchase a car.

Hyundai offers the industry’s very first at-home vehicle demonstration program, called “Your Time, Your Place,” allowing potential Equus owners a unique opportunity to see this new flagship sedan at their own convenience and their own pace. Then, in an effort to create a “simple and elegant” purchase process, the Equus will be available in just two highly contented configurations.

The foundation of the lineup is the Equus Signature, boasting Hyundai’s award-winning 4.6-liter Tau V8. This high-performance powerplant is capable of delivering 385 hp and 333 lb-ft of torque, along with 0-60 times of under 6.4 seconds, when using premium fuel. Yet it also delivers a notable 378 hp and 324 lb-ft of torque when relying on regular gas. The Signature model also offers a correspondingly powerful 608-watt, 17-speaker Lexicon sound system along with luxurious interior appointments such as premium leather seating, an Alcantra suede headliner, driver’s-seat massage, heated and cooled front seats, and a heated wood-and-leather steering wheel.  Numerous other premium technologies are standard as well, including an electronically controlled air suspension with continuous damping control, Vehicle Stability Management with pre-collision warning, Smart Cruise Control, HID headlamps, and a front and rear parking assistance system with rearview camera.

For owners who demand the levels of content usually found only in low-volume, special-order luxury sedans, Hyundai offers the Equus Ultimate. Among the distinguishing features of the Ultimate sedan are forward-view parking and cornering cameras, a power decklid and an ultra-luxe rear cabin that lets passengers enjoy cooled, reclining rear seats with power headrests, massage and leg support, a refrigerator, and a sophisticated entertainment system.

Further, Hyundai’s intelligent-luxury approach continues well after delivery, with touches such as the industry’s first iPad-based interactive owner’s manual and the Equus Valet Service, a program that provides at-home pickup for service and maintenance appointments.

The Equus experience begins at Hyundai Pohanka Marlow Heights. Service Dept hours are M-F 7AM to 6PM, Sat. 8AM to 4PM.

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Luxury sedans from the likes of Lexus and Mercedes-Benz are going to be in for a hot time in the very near future. That’s because the Hyundai Equus—recently picked by Kelley Blue Book’s kbb.com as one its “Top 10 Summer Sizzlers”—will soon join the fray with an unrivaled combination of intelligent luxury and uncompromising performance.

Wearing subtle yet sophisticated sheet metal, the Equus takes a progressive approach to exterior design with premium accents such as bold front air intakes, a front lighting system that includes LED position lamps and adaptive headlamps, rear LED turn-signal indicators, strong shoulder lines and fully integrated, asymmetrical exhaust tips. In the Equus’ roomy cockpit, natural wood accents, soft-touch materials and leather trim coddle the driver and passengers alike, while an electronically controlled air suspension allows the driver to fine tune the car’s ride and handling to meet his or her preferences. Owners can also tune in to a powerful premium sound experience, courtesy of an available Lexicon LOGIC 7 audio system with surround sound, a 13-channel digital amp, 17 speakers and 608 watts of power.

There’s also a full complement of advanced standard safety technologies, ranging from electronic active head restraints to a lane-departure warning system to Hyundai’s Vehicle Stability Management (VSM) system. VSM manages the car’s stability control system, electronic parking brake, smart cruise control and seatbelt tensioning system to optimize vehicle safety.

Under the hood, the Equus relies on Hyundai’s proven 4.6-liter Tau V8, twice named to the prestigious Ward’s 10 Best Engines list. Mated to an advanced six-speed automatic boasting SHIFTRONIC manual controls, the engine develops a robust 385 hp and 333 lb-ft of torque using premium fuel, and 378 hp and 324 lb-ft of torque with regular gasoline. Significantly, when drinking the good stuff, the Equus offers more standard horsepower than either the Lexus LS460 or Mercedes-Benz S550.

Of course, the most significant aspect of the vehicle’s launch is that, per the kbb.com website, the Equus will combine its “tasteful exterior styling” and “megaload of premium interior appointments” with Hyundai’s typically high-value approach to pricing. Although a final MSRP was not set at press time, the automaker is targeting a base sticker price of between $50,000 and $60,000. When you consider the LS460 starts at more than $65,000 and the S550 opens at above $91,000, expect the Hyundai to hit the bull’s eye with Hyundai Dealer Washington DC luxury buyers when the Equus makes its debut.

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The full-size, extremely luxurious, Equus was a big surprise when it was unveiled at the New York Auto Show, but Hyundai had one other surprise. Buyers of the Hyundai Equus would receive an Apple iPad in lieu of a traditional owner’s manual.

Not only will the inclusion of such a device be appealing for gadget-crazed luxury car buyers, but the Equus iPad includes apps that will serve as a digital liaison between the vehicle’s owner and their dealership, offer reminders of routine maintenance, schedule vehicle pick-up and delivery, and using the Service Valet program to schedule maintenance and auto repair. Salisbury Hyundai will help with Equus purchases.

Specifically, the 2011 Hyundai Equus will come with a 16-gig, wifi-enabled (non-3G) iPad. It will also include a leather case that with an embossed Hyundai logo and even a built-in kickstand. Hyundai software will come pre-installed in addition to the usual range of iPad software. Like any other iPad, updates for the device will also be available through iTunes.

The owner’s manual for the Equus will include the full range of vehicle information normally found within any brick-like printed manuals. However, the device will also include videos to better explain specific functions.

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Continuing to expand its reach into premium segments, Hyundai introduced its new luxury sedan—the 2011 Hyundai Equus—at the recent New York International Auto Show. Hyundai Dealer Clovis thinks the Equus is expected to be a no-excuses competitor for luxury sedans like the Mercedes-Benz S-Class and Lexus LS, and it certainly has what it takes to fill that role.

The exterior of the Equus makes a bold impression right from the start, with a refined front fascia and a particularly nice headlamp treatment that boasts LED turn signals and position lamps. Aggressive but well-integrated front air intakes provide a nod to the Equus’ athleticism, which is also evident in the car’s flowing profile. Even the rear of the vehicle benefits from detailed styling work.

Getting into the Hyundai’s sumptuous cabin is a real treat, too, as the interior is filled with superior quality materials and exhibits high levels of fit and finish throughout. Of special note are well-designed seats that are heated and allow for a wide range of comfort adjustments, as well as a premium 17-speaker, 608-watt sound system that offers HD Radio, XM Satellite Radio and USB ports. Equus also provides plenty of peace of mind, courtesy of a full suite of the latest safety technologies.

From a structural standpoint, the Equus is built on the same premium rear-drive platform that underpins the award-winning Hyundai Genesis, although lengthened by about 7 inches to support the new sedan. That framework also holds Hyundai’s advanced 4.6-liter V8, capable of making 385 hp and 333 lb-ft of torque on premium fuel. But Hyundai has designed the engine to perform well even running on regular gas, with which it will still put up 378 horses and 324 lb-ft of twist.

With this engine mated to a ZF six-speed automatic, the Equus can gallop from 0-60 in under 6.4 seconds, while still claiming estimated EPA fuel-economy ratings of 16 mpg city/24 mpg highway/19 mpg combined.

Smoothing out the road is a precisely engineered, electronically controlled air suspension that boasts continuous damping control and a five-link setup both front and rear, along with two selectable driving modes. The “sport” mode offers notably enhanced body control for managing the curves, while the “normal” setting softens things up to put the emphasis on comfort.

Also notable: The Hyundai’s impressive price advantage over the competition. The Lexus LS 460 stickers at more than $65,000, while the M-B S550 starts at $91,000 and change. The Equus, on the other hand, will open with a base MSRP in the mid-$50′s when it goes on sale in the U.S. later this year.

If you ask Washington DC Lexus dealers, they’ll naturally tell you that the Equus has its work cut out when it arrives in showrooms. But Lexus isn’t the only brand the new Hyundai flagship will be competing with. Just arriving at Boston Infiniti and other Infiniti dealerships is the all-new M sedan. With two powerful powertrains to choose from, not to mention an upcoming hybrid option on its way, the M is an equally formidable competitor. We’ll have to wait and see whether the Equus’ price point will be enough to truly excite consumers.

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Hyundai has been preparing for the launch of the all-new 2011 Equus for a while. Not only has this large luxury sedan been seen in select Hyundai showrooms across the country, but Hyundai has also taken the Equus on the auto show circuit. But finally in New York this week, the Equus made its official debut in the U.S., and it seems that Lexus may have something to worry about.

Naturally, many potential luxury car buyers don’t think of Hyundai when shopping for a posh large sedan – but they soon will. The 2011 Hyundai Equus is powered by a 385 horsepower/333 lb.-ft of torque 4.6-liter V8 engine, the same unit available on the gorgeous Genesis sedan. Mated to a ZF six-speed automatic transmission, the Equus can of from 0-60 mph in under 6.4 seconds.

When the Hyundai Equus arrives in showrooms this summer, it will be priced in the mid $50,000 range. The main vehicles the Equus is targeting are the Lexus LS, Mercedes-Benz S-Class and BMW 7-Series, so Washington DC Hyundai Dealers attest that its price is very competitive.

Technology, of course, is crucial for any vehicle that hopes to make it in the premium segment. That’s also why the owner’s manual for the Equus will not be the standard booklet filled with jargon, but rather a super sleek iPad, which will probably be just one of many competitive advantages this vehicle will have over the Lexus LS and other segment leaders.

Although the Equus seems looks good on paper, the reality is that it still has plenty of competition, much of which is not competing in the luxury segment. Toyota Providence admits that the Equus seems like a strong contender compared to the Toyota Avalon, but ultimately, the biggest challenge will be whether consumers will see Hyundai as a “luxury” brand.

Hyundai is more often associated with economy cars, rather than luxury cars. But Burlington NC Hyundai sees the Equus and other new products as a new direction for the brand. Wherever this direction is heading, it’s certainly only the beginning.

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The recent addition of the Hyundai Genesis sedan and coupe to the Hyundai lineup has made a bold statement about the Korean automaker’s plan to move up market despite its long history of producing economical and relatively inexpensive cars. For those that still doubt Hyundai’s ability to move up market, wait for the official launch of the Hyundai Equus in 2010.

Already on sale in Korea, the Hyundai Equus is a full size sedan that hopes to compete with the likes of the BWM 7 series and Lexus LS. While the Genesis may not have been enough to excite luxury car buyers, Hartford Hyundai dealers say the Equus is intended to truly transform Hyundai’s image with its size, power, and luxury.

Although Hyundai has confirmed the Equus’ arrival late next year, not much else is known according to a New Jersey used Hyundai dealer. Aside from sharing a platform based on the Genesis, and being powered by the Genesis’ 4.6-liter V8 engine, many details have yet to be ironed out.

Hyundai recently imported 100 Equus models t the U.S. to display in Hyundai dealer showrooms. It seems that reactions from Hyundai shoppers have overall, observes one Connecticut Hyundai dealer, have been quite positive. With more consumers looking at the brand because of the recent Genesis, it’s to be expected that the Equus may create more Hyundai believers out of Hyundai skeptics.

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Your can see the Hyundai Equus right now at select delerships.