Hyundai Motor America will sell its Equus luxury sedan starting at $58,900, including shipping, when the car goes on sale Nov. 1.
The base Equus Signature model comes with a host of standard luxury touches, such as high-intensity headlamps, moonroof, real wood interior trim, Bluetooth connectivity, a Lexicon audio system that pumps 608 watts through 17 speakers, a navigation system, acoustic laminated windshield and windows, rain-sensing wipers, leather seats and a suede headliner.
The high-line Equus Ultimate, priced at $65,400 including shipping, adds reclining rear seats similar to those found in business class on international flights. They are heated and cooled with built-in shiatsu massage.
The Equus is Hyundai's ambitious attempt to vault the brand into luxury-car territory by offering a full-sized luxury sedan with V-8 power and all the trimmings at a lower price than what competitors offer. For example, the Equus Signature undercuts the $65,255 base Lexus LS 460 by $7,355 including shipping.
“We're confident that smart luxury buyers will discover that Equus competes well with similar flagship products from Mercedes-Benz, BMW, Audi and Lexus,” Hyundai CEO John Krafcik said in a statement. “But the traditional luxury brands simply can't compete with the unique retail and ownership experience we'll be providing for the Equus owner.”
Hyundai will pamper Equus shoppers and owners to help lure would-be Lexus and Mercedes-Benz buyers to the brand. Equus shoppers can have the vehicle brought to their homes for a private showing. For buyers, Hyundai is throwing in free factory maintenance for 5 years/60,000 miles, a complimentary dealership valet service when the Equus needs maintenance and a free Hyundai Genesis loaner for all Equus buyers.
Equus buyers also get a free Apple iPad tablet computer with an Equus owner's manual installed.
Hyundai hopes to sell 2,000 to 3,000 Equus sedans per year in the United States.