Hyundai is becoming a harbinger of doom for other car brands. The Sonata’s near the top of the family-sedan ranks, and with the Genesis, Hyundai aped Lexus’ first steps by introducing a luxury sedan at an eye-popping price, and fitting it with the luxury stuff you’d find in any upmarket near-luxury vehicle.
Now the Hyundai Equus is trying to tackle an even more exclusive group of sedans. The Equus also comes with one more killer app: ultimate customer service.
The Equus is arguably Hyundai's fourth luxury car, following the 2001 XG300/350; its replacement, the 2006 Azera; and the 2009 Genesis sedan — and each has been larger and more luxurious than the preceding one. If the Genesis straddled the line between midsize and full-size luxury sedans, the Equus is squarely in the full-size class, among the BMW 7 Series, Lexus LS 460 and Mercedes-Benz S-Class. For its price, the Equus is amazing. The Equus (pronounced ECK-wiss) is absolutely competitive with flagship luxury sedans from around the world, yet I suspect it will fail to truly compete — for the most superficial, intangible reasons.
The Equus comes in two trim levels: the Signature and the Ultimate. (See the two trims compared.) In terms of features and luxury appointments, little is missing from the Equus. It has a standard adjustable-height air suspension and adaptive shock absorbers, features that are optional on some competing models.
The leather is high quality, and the trim includes textured genuine aluminum. The 2011 Equus' six-speed was well-behaved, and the car accelerated authoritatively and quietly. The Equus comes with nine airbags, including side curtains and seat-mounted side-impact airbags for all window seats. If you're like me, you'll find no overall problem with the Equus. Unfortunately, American consumers aren't Vulcans (though apparently some are Kardashians), and they won't be flocking to buy a luxury car from Hyundai.
Technically, Hyundai isn't the problem. Modest brands fail to make a dent with luxury vehicles. History has proved that luxury cars must come from luxury brands. As I point out at every opportunity, Hyundai did itself no favors by naming its affordable sports car the Genesis Coupe — different buyer, different price range, different ... everything, except the name.
Selling luxury cars requires a luxury brand, and that calls for a separate distribution channel — no cheap endeavor. As I said of the Genesis sedan, the Hyundai Equus is a great car for buyers who thought they could never afford a car of its ilk.
The success of the Hyundai Genesis sedan, however, has the Korean automaker thinking big. The Genesis offers some equipment found only on $50,000 luxury cars in a $32,000 to $40,000 price range. The Genesis appears to be convincing skeptical auto writers and skeptical car shoppers that Hyundai can build a bargain luxury car.
In Asian markets, this car is sold as an alternative to the Mercedes-Benz S-Class and Lexus LS - a super-luxury car with a sticker price approaching six figures. Would Americans accept a six-figure Hyundai?
Might the Equus pull of the same trick a step down, bringing 7-Series size and luxury into the 5-Series price range?
The 2011 Hyundai Equus is a large luxury sedan available in Signature and Ultimate trim levels. Within the plush cabin you'll find dual-zone automatic climate control, heated and cooled power front seats (10-way driver, eight-way passenger) with driver massage and memory functions, a heated, power-adjustable tilt-and-telescoping steering wheel, leather upholstery, a microfiber suede headliner, heated and reclining rear seats, rear audio and climate controls, power rear window shades, an auto-dimming rearview mirror, a navigation system with real-time traffic and multimedia controller, Bluetooth, and a 17-speaker Lexicon surround sound system with an iPod interface, satellite radio and six-CD changer. The Equus Ultimate seats four, as the rear bench seat is replaced with a pair of reclining bucket seats with heating/cooling/massaging functions and a passenger-side power footrest. A center console includes storage bins, a mini refrigerator and separate controls for the climate and rear seat DVD entertainment systems. This rear-wheel-drive car is equipped with a six-speed automatic transmission. In Edmunds performance testing, the Equus went from zero to 60 mph in 6.7 seconds, which is slower than other V8-powered luxury sedans.
According to Hyundai estimates, the Equus will achieve 16 mpg city/24 mpg highway and 19 mpg combined.
The 2011 Hyundai Equus comes standard with stability and traction control, antilock brakes, electronic seatbelt pre-tensioners, active front head restraints, a lane-departure warning system, front and rear parking sensors, a rearview camera, a driver-side knee airbag, front and rear side airbags, and side curtain airbags. In Edmunds brake testing, the Equus came to a stop from 60 mph in 131 feet, which is rather long for a flagship luxury sedan.
The climate controls consist of remarkably simple knobs and buttons.
