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Hyundai Sells First 2011 Equus In The U.S.

Posted in auto industry, Cars, Featured, Hyundai, Luxury Cars, New Cars, Promoted by Kurt Ernst | December 10th, 2010 | 13 Responses |

2011 Hyundai Equus

Rick Case Hyundai, a dealership in Weston, Florida, has become the first Hyundai dealership in the U.S. to sell a 2011 Hyundai Equus, their new flagship sedan. More significant, the car sold on the very day it was delivered to the dealership, answering the question, “will people buy luxury cars from Hyndai?” Well appointed, solidly built and stylish, the Equus sells for thousands to tens of thousands less than competitive products from Lexus or Mercedes Benz. The Equus Signature, what amounts to their base model, sells for $58,000 while the Equus Ultimate stickers for $64,500.

The difference between the two cars is less about content than it is about intent. If you drive yourself to work, the Equus Signature is the model you want. If Jeeves drives you to work, then you’ll want to write the check for the Equus Ultimate, which includes rear-passenger upgrades such as a reclining and massaging seat, rear DVD system and rear refrigerator. The rear cooler isn’t big enough for a magnum of Cristal, but it will keep you glasses chilled while the champagne cools in an ice bucket.

Both the Signature and Ultimate models come with a Lexicon audio system, a premium leather interior (including a leather dash), acoustically laminated glass, electro-pneumatic suspension, smart cruise control, lane departure warning system and an optional forward view cornering camera. Buyers can schedule a sales call at their home or office, at a time of their choosing. Service for Equus models is included for five years or 60,000 miles, and includes valet pick up and drop off of your car, along with a Genesis sedan or an Equus sedan as a loaner.

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13 Responses

  1. Smoke and Mirrors says:

    …..why would anyone spend 60+k on this…there are sooo many better options to choose from at that price point.

  2. BigRuss says:

    because thats a shock to the system… its for the younger business man… the 30 year old success guy not the 60 year old retiree…

  3. BigRuss, don’t you think a 30 yr old guy would rather drive a BMW though or something sportier? 30 year olds are young; we still go clubbing, we still like to party… Hyundai seems like more for older people, no offense. I am 32 and I would rather drive a bmw or a porsche.

    That is impressive though that the Equus was sold on the same day it arrived. It looks like people are interested indeed. I have to admit that the car gives good value when compared with bmw and benz, especially the service plan which benz lacks. It’s major pain to service a benz and pricey too.

  4. MrAngry says:

    It’s all dollars and cents. Right now Hyundai is doing its damndest to pull people away from BMW and Mercedes-Benz. I agree that the car is aimed at a little bit older crowd, but that doesn’t change the fact that this still has a definite appeal to those in their 30’s. For instance, if you’re successful, have a young family and a mortgage, that big Benz or BMW may be out of your range, but if you get similar performance from the Equus, it may just fit your lifestyle and your wallet.

  5. Mike says:

    Mike here from Media Needle. The price point of the Equus is actually a great value for the quality of car that you’re getting. The V8 engine in it has been on Ward’s 10 Best Engines List two years in a row. Here’s a pretty cool video comparing a Bentley and the Equus…http://bit.ly/gUnazy

  6. BigRuss says:

    im younger than you UCC… im 22 and id drive almost any model thats sittin on the local Hyundai lot… love the Genesis models, driven the R-Spec 2.0T and am thinkin bout buying the wife the Sonata with the 2.0T…. but yeah i do think that its aimed appropriately

  7. eddie says:

    i think hyundai makes copy cat cars clones of other makers(except their sports car segment)it is in reality a copy cat of a big ugly lexus.a big piece of crap i wouldnt give 2 cents for.

  8. […] answering the question, ?will people buy luxury cars from Hyndai? Well appointed, solidly […]Read more… Categories: Uncategorized Tags: BMW, Case Hyundai, Hyndai Well, Hyundai […]

  9. Kurt Ernst says:

    I was reluctant to believe that Hyundai could compete in this segment, but driving the Equus convinced me. In content and build quality, it’s the equal of a BMW 7 Series or a Lexus LS 460.

    If you’re buying a car to impress your tennis club / country club / neighbors, it won’t be the Equus. If you’re buying a luxury car because it represents the best value for the money, chances are good you’ll shop the Equus.

    When Hyundai did the press launch, they held the event at a mega-upscale shopping center near Miami. The Equus got a lot of looks from the post-50 crowd with serious money; they’ve already done the BMW / Mercedes / Lexus / Audi thing, and are looking for what’s new; more content for less money will be a serious draw for them.

  10. Maxy says:

    Hyundai’s Tau V8, which has been rated one of Ward’s “Ten Best Engines” for two consecutive years, is a strong technological building block for Equus.It is joined by an unsurpassed standard feature list including Smart Cruise Control, Lane Departure Warning System, a heated steering wheel, power reclining rear seats, heated rear seats and a 608-watt Lexicon 7.1 Discrete surround sound audio system with 17 speakers.

  11. Kurt Ernst says:

    Maxy, no need to convince me – I know how good the Equus is. It could use more horsepower, to give it a more competitive 0 to 60 time, but it’s hardly underpowered. Besides, Hyundai is already working on a more powerful Tau V8 for next year.

  12. […] is really pulling out all the stops with the new 2011 Equus, a car that is meant to compete with the likes of BMW, Audi and Mercedes-Benz. You see […]