Currently, the story is that 100 Equus sedans are on their way to the U.S. in order to gauge consumer reaction to the model.  If consumers respond positively, and I’m guessing they will, the top-of-the-line luxury sedan will be rolled out in the States.  Hyundai first got feedback from a U.S. audience at the New York Auto Show and must have felt confident enough in its appeal to give it this broader test.

U.S. consumers have already purchased 6,021 Genesis sedans this year through April, so I think the idea that car buyers will reject Hyundai as a luxury car provider is pretty unfounded. True, the Genesis price range is roughly $32K to $42K and the Equus would be priced at a higher level, as it would compete with high end sedans of other luxury auto makers.  According to CNW Marketing Research, Genesis buyers have included consumers switching over from entry-level Lexus models, the BMW 3 Series, or upgrading from large, non-luxury sedans like the Toyota Avalon.  This speaks volumes to me.  Based on what the Genesis has done, I feel like the Equus will lure buyers from the mid-level luxury car lines because it would be similarly priced but pack the luxury of the top-level models of those luxury brands.  Additionally, I feel like entry-level Lexus or BMW owners would be tempted to jump to the Equus for the same reasons: top-line luxury for mid-level price.  Of course, I’m speculating.  I’m not sure what the Equus would be priced at in the U.S.  USA Today mentioned a $75,000 price, but I believe that was just generated by converting its current selling price in South Korea.  I think it might come in under a $60,000 starting price here, which would turn heads the way the Genesis has.

Besides price, there is another uncertainty.  I remember hearing about the Equus getting a “Genesis Prestige” label if it came to the U.S. in order to keep it branded under the successful Genesis line.  Perhaps they will keep the Equus name in order to break free from the Genesis and hope the Equus emerges as a name with even more panache.

I’ve taken a Chicago Hyundai Genesis Coupe and Genesis sedan out for test drives.  They are great cars, and I expect the Equus to impress even more.

For now, it seems smart the way Hyundai is going about this.  Even though the Equus had a great response at the New York Auto Show, they are still cautiously gauging consumer reaction to a higher-priced, luxury option from an unlikely source for luxury autos.  They realize Hyundai is not a brand associated with luxury, but I think they also realize that can/will change.

I really can’t wait to get inside the Equus that arrives at the Chicago Hyundai dealership near me (if I’m allowed).

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