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 Naperville Hyundai attests 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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