Hyundai Equus Coming in 2010

Ah, the Hyundai Equus. When I first saw the car in back in February of this year, it wasn't clear whether or not it was destined for the United States market. Hyundai has had Equus models in the past, but has confined sales of them to their home market of South Korea only.

Things are definitely not as usual at Hyundai though, with the company moving dramatically upmarket. It was a shocker when Hyundai came out with the Azera, and then they followed with the Genesis. It looks like the Equus could be next in line to "wow" us. 

It has been reported in the media that Hyundai's Chairman wants the car to be sold in the United States, and that is a pretty good reason in favor of it happening. The car was recently shown at the New York International Auto Show in a bid to gauge market reaction. Then after that, 100 were sent to Hyundai dealers for further data gathering.

Automotive News by way of Hyundai Insider says that the car is a "near certainty" for U.S sale next year. And while the Equus in South Korea is a vehicle every bit as upper-crust as cars like the Mercedes-Benz S-Class, sold here the Equus will be priced under $60,000. 

Are buyers ready for such an expensive Hyundai? We asked the same question with the Azera and Genesis; the answer seems to be yes. In order for this to work it would need to be priced much lower then the competition; otherwise it would be Hyundai's equivalent of the VW Phaeton. It looks like they will do that somewhat, but it will it be enough? I'm not sure it's the smartest idea, but if it takes sales from anyone, it most likely will be the Lexus LS, which is priced at $64,700.