Following on the success of the Genesis Sedan, Hyundai is seriously considering bringing its flagship Equus model to the United States. Hyundai first brought the Equus to the 2009 New York Auto Show to gauge public reaction, with the Korean automaker set to bring 100 more examples stateside.
According to USA Today, Hyundai will soon ship 100 Equus sedans to dealers across the United States to better gauge public reaction. The Equus, should it ever come to the U.S. market, would slot above the Genesis Sedan and take on cars like the BMW 7-Series , Mercedes-Benz S-Class and Lexus LS.
Although the Genesis Sedan has been met with early success, it remains to be seen if Hyundai would be able to sell a $75,000 flagship sedan here. Hyundai has improved its image over the last few years, but the buying public might not be ready to pay such a premium for a car that shares its badge with the Accent – the lowest priced car in America. However, Hyundai spokesman Oles Gadacz admits the automaker has “modest expectations†for the Equus.
The idea of selling the Equus in the U.S. reminds us of Volkswagen ’s attempt to sell its flagship Phaeton here a few years ago. Although the Phaeton proved that pedestrian marques are capable of producing a first-rate luxury vehicle, it also proved the buying public wasn’t ready to pay top dollar for them. The Equus might have a place in the U.S. market, but probably not unless Hyundai launches its own luxury division.
