C&D's 2011 Hyundai Equus - First Drive Review

[SVT_Power]

When Hyundai announced the Genesis luxury sedan in 2008, some were skeptical. A $40,000 Hyundai? But the Genesis has been a hit with buyers, outselling the Audi A6 and Lexus GS combined. After two years on the market, sales of the Genesis are still increasing. Hyundai says this is a sign that American consumers are seeing the brand differently, and are ready for Hyundai to head even further up-market. And so, with the 2011 Equus, the company has its sights set on the top of the luxury heap: cars like the Lexus LS and Mercedes-Benz S-class.

That very bold goal comes with a proviso, however. The Equus was designed primarily with its home South Korean market in mind. Shoppers there are fervently loyal to domestic manufacturers?with Hyundai being the largest?and since this Equus went on sale there over a year ago, it has been successful at luring government officials and hot-shot businessmen out of the black S-classes that are de rigueur for elites worldwide. So while it would be unfair to call the U.S. an afterthought, Hyundai knows the Equus doesn?t have wide-reaching American appeal, and it has set the sales targets at a realistically modest 2000 to 3000 cars per year.


?A Classic Halo-Car Strategy,? According to Hyundai

The president and CEO of Hyundai?s American operations, John Krafcik, hopes that the Equus will cast a positive glow on the rest of the cars in the company?s lineup. It?s too hard to predict yet whether buyers will take notice of the Equus and think better of the Accent as a result, but one thing is for sure: It would be hard not to notice the Equus?especially in a Hyundai showroom. At 203.1 inches long, it is 7.2 inches longer than the already big Genesis sedan, and less than an inch shy of the long-wheelbase LS. It?s within an inch of the Lexus in width, too, as well as the BMW 7-series.

To power this behemoth, Hyundai turned to its fine 4.6-liter Tau V-8. Just as it does in the Genesis sedan, this smooth powerplant delivers 385 hp at 6500 rpm and 333 lb-ft of torque at 3500 (or 378 and 324, respectively, if running on regular gas instead of the recommended premium). Power is routed through the same six-speed ZF automatic transmission found in the Genesis 4.6, and Hyundai estimates EPA fuel-economy ratings of 16 mpg city and 24 highway.

The power numbers are certainly nothing to be ashamed of, but they do fall mid-pack among the car?s intended benchmarks. The Equus betters the V-8?powered Audi A8?s 372 hp, but the Mercedes S550 soon will pack 429 hp. To stay competitive, the Equus will receive a new drivetrain in mid-2011 that combines a Hyundai-designed, eight-speed automatic with a 5.0-liter version of the same Tau engine making as much as a Benz-matching 429 hp. Hyundai also will soon begin offering the Equus (as well as the Genesis sedan and coupe) with all-wheel drive to up appeal in colder climates.

Ride in Business Class

The Equus?s Korean target buyers are looking at this car not as one to drive, but one largely to be driven in, and this had a major impact on the car?s planning. The interior is cavernous. Passenger space rivals that of the Mercedes S-class and the long-wheelbase Audi A8, and surpasses the stretched Lexus LS (and we won?t even get the extended-wheelbase version of the Equus offered in South Korea).


There are no options, so choosing between the two trim levels?Equus Signature or Ultimate?is the only decision buyers have to make. Regardless of which version they choose, Equus-ites will be treated to unremarkable birch or walnut wood trim and a liberal application of leather around the cabin. None of it feels especially opulent?a disappointment in a car hyped as an S-class alternative?save the Alcantara headliner. Front-seat occupants have all of the usual accouterments, including heated and cooled seats, a heated steering wheel, an easy-to-use infotainment and navigation system with an eight-inch screen, and a high-end Lexicon stereo. The driver?s seat on every Equus has a massage function, although it feels more like it comes from a shopping-mall gadget store than a spa.

Ponying up for the Ultimate replaces the rear bench seat with two individual thrones?one of which has a retractable footrest and massage function. It also includes power headrests for both seats, a refrigerator in the center console, and an eight-inch monitor. Your driver will appreciate the forward-view cornering camera, and bellmen the power trunklid.

Dimensions of a Boat, Drives Like a Car

There?s no nice way to say it: The Equus packs the pounds on the Genesis platform. Going by Hyundai?s estimates, the Equus is close to 500 pounds beefier than a Genesis V-8. Surprisingly, the rear-wheel-drive Equus drives better than this weight?and its intended use as a limo?would suggest. All that beef and the long wheelbase make handling predictable. Oversteer isn?t much of a concern; it takes a deliberate hand to get the car to step out, and then only barely. The electronic stability control does an excellent job of maintaining the intended path, allowing the Equus to hustle through tight bends more gracefully than you would expect.

The air suspension, with its selectable ride height, makes for a comfortable ride, although pressing the Sport button on the console?which is said to sharpen the suspension, steering, and transmission?has a negligible effect. That aside, Hyundai has accomplished one of its goals, demonstrating that it can build a big car that?s at least somewhat capable. The 385-hp V-8 is certainly adequate, and with it the Equus should be about a half-second behind the Genesis in the 0?60 run; figure on a number in the high-five-second range. That will improve, of course, when the new engine arrives next year. Wind and road noise are more noticeable than in the cars the Equus is meant to mimic.


First-Class Service

The most significant Equus feature, though, is perhaps its ?Your Time, Your Place? buying program. The goal is to alleviate all of the typical headaches of buying and servicing a car at a dealership (and maybe to save Equus shoppers the indignity of mixing with commoners looking for Elantras and Tucsons). Interested Equus customers only have to call their local Hyundai dealership, and a designated Equus sales maven will bring the car to their home or office for a demonstration and test drive. Depending on where they are (consumer-protection laws vary from state to state), some customers will be able to purchase an Equus without setting foot in the dealership.

However a buyer takes possession of the car, servicing is all done without venturing to the dealership. An Apple iPad comes with every car and stores the owner?s manual; it also is through the device that owners schedule services such as oil changes or repairs. Once a service is arranged, a technician will pick the car up from the owner?s home, office, or designated airport parking lot, leaving a loaner Equus or Genesis in its place. Since the Equus is available in only four colors (two of which are silver), there?s a 25-percent chance that an Equus loaner will look the same as your personal car and none of your friends will be the wiser. When the servicing is done, they?ll swap the loaner back for your car. If ?Your Time, Your Place? is successful, Hyundai is looking to extend it to the Genesis sedan and any future premium vehicles as well.


Imminent Arrival

The Equus is due in dealerships in the fall, but Hyundai hasn?t yet set firm pricing. The company has indicated that the car will start in the mid-$50,000s, with the Ultimate trim demanding a few grand more. It may be a bargain compared to an S-class, but it doesn?t hold a candle to the big Benz?or any other premium flagship?in cachet, sumptuousness, or dynamics. The Equus will have to overcome some serious obstacles and the image of its own brand to make headway with its intended audience. Still, between the high-tech sales and service, the massive list of gadgets, and the business-class back seat, Hyundai shouldn?t have any problem finding a couple thousand thrifty-minded (but not poor) buyers each year. If not, we hear that New York City?s limo companies are champing at the bit (horse joke!) to add the Equus to their airport fleets.

[SVT_Power]

The "your time, your place" thing sounds pretty interesting

[Cookie Monster]

The "your time, your place" thing sounds pretty interesting

Yeah, if it actually works well that'd be a huge reason for me to get that car over its competitors.

[the Teuton]

Rich people care about money. Wealthy people care about the time value of that money. For them, this car would be kickin'.

[Atomic]

i think this vehicle will do well, but it looks too much like the lesser genesis. more distinction would have been nice. still, two very well equipped luxury sedan for the budget conscious. 

[sportyaccordy]

I don't know about this one oh

[AltinD]

I don't know where the people get the idea that this one looks to much like the Genesis ... it doesn't, maybe like the LS460. BTW, saw one in white today.

[cawimmer430]

The Verdict? It's a good car BUT IT'S NOT A BMW 7-SERIES!!!

[Payman]

The Verdict? It's a good car BUT IT'S NOT A BMW 7-SERIES!!!

It won't depreciate like a rock then.

[cawimmer430]

It won't depreciate like a rock then.

But it also won't:

- BE FUN TO DRIVE
- BE EXTREMELY TRACK CAPABLE AND COMPETITIVE
- HAVE MAGIC HANDLING FEEL
- AMAZING SKIDPAD NUMBERS
- RAZOR SHARP (ALMOST AS IF IT IS LINKED TO YOUR MIND) STEERING FEEDBACK
- PROPER RWD SETUP (THERE IS ONLY ONE RWD FORMAT AND THAT'S THE BMW RWD FORMAT!!!)

These things matter to the average Joe on the street who buys a BMW!!! Why do you think BMW and Driv...eh, Car and Driver place so much emphasis on these aspects!?

[sportyaccordy]

But it also won't:

- BE FUN TO DRIVE
- BE EXTREMELY TRACK CAPABLE AND COMPETITIVE
- HAVE MAGIC HANDLING FEEL
- AMAZING SKIDPAD NUMBERS
- RAZOR SHARP (ALMOST AS IF IT IS LINKED TO YOUR MIND) STEERING FEEDBACK
- PROPER RWD SETUP (THERE IS ONLY ONE RWD FORMAT AND THAT'S THE BMW RWD FORMAT!!!)

These things matter to the average Joe on the street who buys a BMW!!! Why do you think BMW and Driv...eh, Car and Driver place so much emphasis on these aspects!?

I don't know where you get this from... I don't think anyone here would say the 7 series is the best luxury car because of its performance.

A 60K Hyundai is a tough sell no matter how you slice it. I STILL think they should have gone with a V12

[the Teuton]

I don't know where you get this from... I don't think anyone here would say the 7 series is the best luxury car because of its performance.

A 60K Hyundai is a tough sell no matter how you slice it. I STILL think they should have gone with a V12

There's no market -- US or international -- for a V12 Hyundai.

It'd be good for cache, but it wouldn't get that 3,000 sales mark -- and it'd be expensive as hell.

Just watch, Hyundai will vastly improve this car in 2 or 3 model years. They've done it with all of their other cars so far. Why not this one?

[FlatBlackCaddy]

There's no market -- US or international -- for a V12 Hyundai.

It'd be good for cache, but it wouldn't get that 3,000 sales mark -- and it'd be expensive as hell.

Just watch, Hyundai will vastly improve this car in 2 or 3 model years. They've done it with all of their other cars so far. Why not this one?

It doesn't matter if there is a market, it is all abou the cache.

I think it would be a good idea for hyundai to offer a V12 in their equus(once they have a seperate luxury line, realy that is just 2-4 years out).

It's a statement, and nothing more. It's straight to the point and will instantly raise hyundai's luxury division above it's lower end luxury cometition.

Simply put a equus with a v12 will trump acura, infiniti, lexus, lincoln and cadillac into a league that is EXCLUSIVE to the germans.

When you look at it from that angle and not one of operating profits(on a very low volume of cars) then it almost seems foolish for them NOT to do it.

[Madman]

Hyundais only make sense when they're cheap.  Anything above the i40/Sonata is a waste of time.

[CALL_911]

Hyundais only make sense when they're cheap.  Anything above the i40/Sonata is a waste of time.

1. That's not true.
2. At least they make sense when they're cheap, unlike Volvo. (If you haven't noticed, it's SO easy to counter your complaints with almost every brand (sans maybe Chrysler) with an equivalent Volvo qualm.)

[SVT_Power]

Hyundais only make sense when they're cheap.  Anything above the i40/Sonata is a waste of time.

Is that why the Genesis is outselling the GS/A6 combined?

(Although price-wise, it's definitely in the IS/A4 range)

[Madman]

1. That's not true.
2. At least they make sense when they're cheap, unlike Volvo. (If you haven't noticed, it's SO easy to counter your complaints with almost every brand (sans maybe Chrysler) with an equivalent Volvo qualm.)

What does Volvo have to do with this?  Look, the Elantra Touring and the Sonata are both very good cars and very competitive at their repsective price points.  But the Azera is a Korean Buick and the Genesis sedan is a counterfeit BMW.  Now we have the Equus which, besides having a stupid name nobody can spell, looks like a Mercedes S-Class for people who shop at Wal-Mart.  $60,000 (give or take) for a freakin' Hyundai!?!  People looking to blow sixty-grand on a car aren't going to set foot inside a Hyundai dealership.

Since you mentioned Volvo, I sort of wished Hyundai/Kia had bought Volvo instead of Geely.  Not only would I not have to worry if the new S60's interior is made from toxic materials, but Hyundai also has a proven track record for making a quality product.  What they lack is a premium badge with some of that good ol' History and Heritage? that Wimmer keeps banging on about.  Like it or not, badge does matter to someone looking to drop this kind of cash on a car.  I think buying Volvo would have been a very shrewd move on Hyundai's part, not to mention being better for Volvo, too.

[2o6]

That's pretty uninformed.


For starters, unless Geely has a death wish, they physically can't change the production and engineering of current (or future products). Hyundai/Kia buying Volvo would make no sense, because actually, Volvo is not doing as well as Kia/Hyundai and Kia/Hyundai are doing fine on their own. The Hyundai Genesis, Azera and Equus are all quality products, and given Hyundai's track record should have no problem selling. (Well, the Equus might, but we'll see).

[Submariner]

Is that why the Genesis is outselling the GS/A6 combined?

(Although price-wise, it's definitely in the IS/A4 range)

Is it really?  I've seen four...ever, and I think I saw the same one twice. 

[2o6]

Is it really?  I've seen four...ever, and I think I saw the same one twice. 

What you've "seen" and actual sales are totally different.

[Madman]

That's pretty uninformed.


For starters, unless Geely has a death wish, they physically can't change the production and engineering of current (or future products).

You don't "get" humour and sarcasm, do you?

Hyundai/Kia buying Volvo would make no sense, because actually, Volvo is not doing as well as Kia/Hyundai and Kia/Hyundai are doing fine on their own. The Hyundai Genesis, Azera and Equus are all quality products, and given Hyundai's track record should have no problem selling. (Well, the Equus might, but we'll see).

I never said they weren't quality products.  In fact, if you care to re-read my last post, I said Hyundai has a proven track record for making quality products.  What I said was few buyers looking to spend $60,000 will even consider a Hyundai.  Buying Volvo would have given Hyundai and established luxury brand and the Equus (still a stupid name!) could have formed the basis for a Volvo S100 luxury sedan.

If Hyundai wants to break into the luxury market, they will have to do one of two things.  Either A) invent a new luxury brand from scratch (which will cost big $$$) or B) buy an established player in that market who may be down on their luck but still has a badge consumers will be willing to pay for.  I think Volvo would have made a good fit with Hyundai.  Volvo had been too restricted by Ford management and I believe Hyundai would have given them room to flourish.  As for Geely, we'll have to wait and see, but I still don't trust the Chinese.

[Byteme]

But it also won't:

- BE FUN TO DRIVE
- BE EXTREMELY TRACK CAPABLE AND COMPETITIVE
- HAVE MAGIC HANDLING FEEL
- AMAZING SKIDPAD NUMBERS
- RAZOR SHARP (ALMOST AS IF IT IS LINKED TO YOUR MIND) STEERING FEEDBACK
- PROPER RWD SETUP (THERE IS ONLY ONE RWD FORMAT AND THAT'S THE BMW RWD FORMAT!!!)

These things matter to the average Joe on the street who buys a BMW!!! Why do you think BMW and Driv...eh, Car and Driver place so much emphasis on these aspects!?

I'd guess the average 7 series owner is less concerned about all that and more concerned about what color he would look best in and what his peers are driving and how he will be perceived by them in his 7 series.

[2o6]

You don't "get" humour and sarcasm, do you?



I never said they weren't quality products.  In fact, if you care to re-read my last post, I said Hyundai has a proven track record for making quality products.  What I said was few buyers looking to spend $60,000 will even consider a Hyundai.  Buying Volvo would have given Hyundai and established luxury brand and the Equus (still a stupid name!) could have formed the basis for a Volvo S100 luxury sedan.

If Hyundai wants to break into the luxury market, they will have to do one of two things.  Either A) invent a new luxury brand from scratch (which will cost big $$$) or B) buy an established player in that market who may be down on their luck but still has a badge consumers will be willing to pay for.  I think Volvo would have made a good fit with Hyundai.  Volvo had been too restricted by Ford management and I believe Hyundai would have given them room to flourish.  As for Geely, we'll have to wait and see, but I still don't trust the Chinese.

Volvo has nothing to offer.

[MX793]

Is it really?  I've seen four...ever, and I think I saw the same one twice. 

Well, I couldn't tell you the last time I saw a new GS.  New A6s aren't exactly super common either (though the available AWD makes them more common than RWD-only luxury cars).