For a brand that was long a symbol of the most basic, cheap-and-cheerful products, Hyundai is doing a surprisingly effective job of redefining the luxury car market – a process it hopes to take a giant step further with the upcoming launch of the 2011 Hyundai Equus sedan.
Equus, making its debut at the New York International Auto Show, is a step up from the Hyundai Genesis sedan, the mid-luxury 4-door that, in January 2009, was named North American Car of the Year by a jury of 50 automotive journalists. Designed to go head-to-head with high-line competitors like the BMW 7-Series and Mercedes-Benz S-Class, the 2011 Equus will deliver all the standard features of a premium luxury sedan, from hand-finished wood and leather to its 608-watt, 17-speaker audio system.
As might also be expected of a Hyundai product, whatever the segment, price will also be a differentiator, Hyundai of America CEO John Krafcik hinting the final price for the 2011 Equus will come in “somewhere between $50,000 and $60,000. “ But perhaps the most intriguing selling point, he suggests, will be “innovative customer services to save our costumers time.”