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100 Hyundai Equus Sedans Coming to U.S.

Posted in auto industry, Auto Show, Concept Cars, Hyundai, New Cars, Newsworthy by Nathan Redden | May 8th, 2009 | 3 Responses |


75 large for a Hyundai? I know, it hits like a punch to the gut. *Cough*, Phaeton, *cough*. According to Hyundai though, this car can hang with the big boys at Benz and BMW. In order to gauge market interest, they will be sending 100 Equus sedans to select dealers across the United States. The success behind the Genesis sedan and coupe gives them a strong push upmarket, but I’m guessing they’ll need to establish a luxury brand before giving the Equus a green light.

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3 Responses

  1. Alex Kierstein says:

    It’s going to have the same Tau engine as the Genesis, right? I wonder if they’re going to tune it for more power, as I’m guessing the Equus weighs more.

    I don’t know if it’s totally fair to compare it to the Phaeton though. Hyundai’s move upmarket is being pretty well-received. It’s a gamble, sure, but somehow I think Hyundai will pull it off better than VW. Just a hunch. But yeah, they need a luxury marque pronto.

    Maybe we should do a naming contest?

  2. Nathan Redden says:

    Great idea! But seriously, I have no idea where to begin. Who came up with “Lexus” anyway? From what I understand, the names Vectre, Verone, Chaparel, Calibre, and Alexis were also possibilities. I love marketing people.

  3. Alex Kierstein says:

    I have a cousin in advertising – he’s done some work with Lexus, interestingly enough. Maybe I’ll get his input