The full-size, and very luxurious, 2011 Hyundai Equus sedan will no doubt help push the Korean brand further up-market. Recent all-new products such as the Genesis sedan have already been crucial in changing consumer perceptions and they have also been helpful in converting more consumers that are new to the brand.
Although the Equus is a car that is certainly worthy of being Hyundai’s flagship as it moves into luxury territory, there are still plenty of risks. Volkswagen attempted to compete directly with models such as the BMW 7 Series or Mercedes-Benz S-class in the U.S. market with the release of the ill-fated Phaeton sedan. Unfortunately, the Phaeton flagship proved to be a tremendous failure for the brand, and VW stopped selling it in the U.S.
Hyundai America CEO John Krafcik recently acknowledged the risk involved with selling the Equus, but believes the sedan will not suffer the same fate as VW’s Phaeton. One difference between the cars is that price gap between the Equus and the next model down the line, the Genesis, will not be as significant as the gap that rested between the Phaeton and the Passat.
Even so, there will of course be plenty of consumers that will question whether a Hyundai is worthy of carrying of price tag in the mid-$50K range. But, we expect fewer consumers will question such pricing when compared to the amount of consumers that questioned whether the Phaeton was worth more than $80K.
The success of the Equus may also be ensured by small details that Hyundai is hoping will entice luxury car buyers. These small details include a an Apple iPad that will be given to each customer that buys an Equus. The iPad will be pre-loaded with an application that helps owners schedule service appointments and it will act as the vehicle’s owner’s manual as well.
Krafcik also wants to improve the experience between owners and dealers. He acknowledges that many luxury automakers are spending boatloads of money to improve dealerships, make them more luxurious and complete with comfortable lounges, coffee bars, and even beautiful water features. However, the truth is that even with these expensive additions, consumers don’t really want to spend much time at their local dealership anyway. So, Hyundai will be taking a different approach, and plans on offering a pick-up and delivery service that keeps owners from having to visit a dealer at all.
Check back here soon for more on the Equus. The 2011 Equus will arrive in Washington DC Hyundai Dealers‘ showrooms this Fall.
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