Hyundai is taking the next step in the company’s quest to dominate the automotive market. First, the company started with the Genesis Coupe and Sedan, attacking such cars as the Infiniti G37. Now, with the upcoming 2010 Hyundai Equus, the company is gunning for the luxury sedan niche occupied by the likes of the Lexus LS460 and the Mercedes-Benz S-Class.
In a recent review of the Hyundai Genesis Coupe, we noted that Hyundai is following Toyota’s old formula of copying another brand’s design and modifying it slightly. This car will continue that philosophy. At this moment, only pre-production photos are available from the 2009 New York Auto Show, but the car has the distinct overall body shape of the Lexus LS460. The front end is very similar to the current S-class with headlights, front grille and bumper virtually identical to the Mercedes.
Powering the Equus will be the current 4.6 liter V8 motor from the top-of-the-line Genesis Sedan or a new 5.0 liter V8 variant with 420 horsepower. It will be riding on an extended Genesis Sedan platform. Judging by the market this car is gunning for, we can assume the ride will be soft, yet responsive for highway cruising.
At an estimated price tag of $96K, it will also be less expensive than the S class as a whole. However, $96K is still quite steep for a company that’s recently gone upscale. It will be interesting to see how the price evolves between now and when the Equus is released, as that is certainly going to be an important consideration for buyers in the market for a luxury sedan with that high a budget. Since this car is slated as a 2010 model, it is very likely to be released by the end of 2009.
-KF