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First Look: 2010 Hyundai Equus

Redefining Luxury, starting with the owner’s manual.

by on Apr.01, 2010

With the 2011 Hyundai Equus, the maker intends to take on the top luxury makers, including BMW, Mercedes and Lexus.

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.

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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.”