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Hyundai’s Crown Jewel?

The new Equus sedan is hidden in plain sight in New York!

by on Apr.15, 2009

A bold new grille for a bold entry into the luxury segment?

Equus has bold new grille signifying a contemplated bold move by Hyundai into the luxury segment?

Of the 30-something introductions of new models and concepts at the New York International Auto Show, the one vehicle that could be another Car of the Year award winner for Hyundai was on a turntable on the far side of its display.

This was Thursday afternoon and the last formal presentation of the show. The few remaining out-of-town journalists who hadn’t already gone home were about to split for planes home. And those from the New York metro area were anxious to split for the second night of Passover’s Seder or go home for early Good Friday.

I was staying until the bitter end, and luckily saw Hyundai’s director of public relations from Seoul, Oles Gadacz after leaving another presentation. After exchanging pleasantries, Gadacz commented he was in New York, “to test the waters for their new global luxury flagship, the Equus … that may or may not come to the United States.”

Subscribe to TheDetroitBureau.comGuiding me to the non-functioning display, I saw the gleaming, shimmering  Equus — the result of a three year design and development program, dubbed the VI project, which cost around 500 billion Korean Won or roughly $338 million.

This is a stunning, obviously luxury car front-to-rear and top-to-bottom. Gadacz said, “It will be competitive with the BMW 7-series, Lexus LX460 and Mercedes-Benz S-class and will replace the ten year old previous Equus model.” (more…)