California Autos Examiner

Tuesday, July 14, 2009

U.S. Hyundai CEO confirms flagship Equus for United States market

Ready for a $50K Hyundai?

Edmunds Inside Line has squeezed out a confirmation from U.S. Hyundai CEO John Krafcik that the Equus sedan will be made available to U.S. customers.

Previously, Hyundai had only admitted to bringing over Equus sedans for marketing tests, but not for actual sale to consumers. The move to sell Equus sedans was widely expected, however, as the Genesis sedan has done extremely well in the USA.

The Equus presents an entirely new challenge for the Korean manufacturer as it attempts to take a bite out of the high-end luxury market. It remains to be seen if customers are comfortable buying a $48K and $58K (estimated) sedan from a dealer that also sells $10K commuters.

Volkswagen attempted a vertical leap several years ago with its Phaeton sedan, only to retreat from the US after lackluster sales. Hyundai may fare better because it has the Genesis as a stepping stone and the price of the Equus won't crest the lofty heights of triple digits like the Phaeton.

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