What do you think? Will the Hyundai Equus be a success?

The Merriam-Webster Dictionary defines success as "A favorable or desired outcome." With that in mind, will the Hyundai Equus, which Hyundai benchmarked against the 7-Series, S-Class and LS460, be a success? Will it sell well? Will it elevate the Hyundai brand to new heights in North America?

Or will it meet the same fate as the Volkswagen Phaeton?

Hyundai doesn't have any engineering hurdles with this car that it can't overcome. Undoubtedly it will be competitive. The question is one of marketing. Can Hyundai execs convince enough people that the Equus is worthy of a spot in the underground garage of the TD Centre in downtown Toronto during the week and a spot in front of top notch restaurants on weekends?

While sitting in the back seat of the Equus at the Detroit Auto Show I overheard a conversation between a father and his teenage son. The father told his son "Look, they removed the Hyundai badges so you aren't reminded that you're driving a Hyundai." "That's right," the son replied "but you'll be reminded every time you go to the Hyundai dealership for servicing."

Smart kid. But is that enough to deter people from buying the Equus? It could be, especially when you consider the level of service at the ultra-modern facilities of BMW, Mercedes-Benz, Lexus and Audi.

If you're looking for more impressions on the Equus I recommend reading this article posted a few months ago on Edmunds Inside Line.

What say you?

Comments

[John]

I'm wondering why Hyundai hasn't gone the way of Toyota (and Nissan) and introduced a new 'high-line' brand in North America and made the Genesis the first model. The Genesis, Genesis Coupe and this new Equus would probably fit in nicely. They could put a new letter on the hood and trunk lid and serve Espresso in half of the dealership.

[Shrek]

It seems like Hyundai in the states is planning on doing the exact thing as Toyota/Lexus by spiltting the dealerships to have 2 showrooms. http://www.autoblog.com/2010/01/02/wards-obtains-hyundai-doc-detailing-plan-to-split-off-lu/ If they do that and have a different brand that would give some it some name association

[AK]

I think they have the right idea, just a little too early for that class of vehicle. I think Hyundai did a great thing with the Genesis/Genesis coupe, they just need to give it some time and concentrate on marketing that vehicle. Sell lots first, then maybe consider the Equus.

[B1663R]

they need a new division name. i'm not going to drop $60,000 on a Hyundai