As part of its effort to crack the luxury segment, Hyundai will include wear-and-tear maintenance, valet service and loaner cars in the price of its Equus sedan.
The At Your Service program includes oil and filter changes, wiper blades, brake pads and rotors and car batteries for five years or 60,000 miles. A valet will pick up the car at the owner's home and drop off a Genesis or Equus loaner.
It's part of the brand's plan to sell the upscale car without the costly and complicated task of setting up a luxury dealership channel.
Hyundai said last week that the base Equus Signature will be priced at $58,900, including shipping, when it goes on sale Nov. 1.
The high-line Equus Ultimate will be priced at $65,400, including shipping.
Hyundai also launched an Equus call center at its North American headquarters near Los Angeles. Twelve staffers will field Equus questions from customers and dealers around the clock.
Hyundai Motor America CEO John Krafcik said the brand is trying to overcome the view that a premium channel is needed to sell a car like the Equus.
"We are the smart challengers of convention in the industry," Krafcik said.
Without the overhead of a luxury channel, he said, Hyundai can shave the Equus' price by thousands of dollars.
Hyundai is trying to reduce the time customers must spend at a dealership. In addition to the valet service, dealers will bring the Equus to the homes of prospective buyers for a demonstration.
The Equus is Hyundai's ambitious attempt to enter luxury-car territory by offering a full-sized luxury sedan with V-8 power and all the trimmings at a lower price than luxury brands. For example, the Equus Signature undercuts the $65,255 base Lexus LS 460 by $6,355.