2011 Hyundai Equus

Hyundai feels it's ready for the big-time luxury sedan market with its new Equus, which is designed to compete with the world's top luxury sedans from automakers such as BMW, Mercedes-Benz and Lexus.

Equus prices haven't been released as of this writing, but the car's starting prices are said to be approximately $55,000-$60,000. That would put it at least $10,000-and more  below European and Japanese rivals. However, although Hyunda resale values have been going up, the resale value of the Equus now is a question mark.

In these hard economic times, Hyundai feels that "modern premium" customers are willing to bypass products with established upscale names to get more value, no matter if it involves watches or cars.

The Equus comes as a slickly styled, luxurious, equipment-loaded rear-drive V-8 model. It leapfrog's Hyundai's successful Genesis rear-drive sedan, which has been out barely two years and is in the low to high $30,000 range. In fact, the Equus is is based on a stretched Genesis platform.

"If the Genesis had stumbled, we would have had second thoughts about offering the Equus. The Genesis showed people will pay up to $40,000 for a Hyundai,"  John Krafcik, head of Hundai Motor America, said at a media preview of the Equus in Palo Alto, Calif.

Hyundai has experienced tremendous sales success in America during the last ten years  and hopes that the Equus will further help it shake its old bland economy car image. Hyundai has lots of vehcles in operation and feels that many owners of these vehicles are looking to move up.

Only about 3,000 Equus models initially will be annually sold by just 250 carefully selected U.S. Hyundai dealers with high customer-satisfaction ratings.

One unique thing the Equus has going for it is a Valet Service program, which involves pickup and delivering an Equus that needs dealer attention, with a service loan vehicle supplied while the Equus is being worked on. Hyundai can afford to have such a program because of the relatively limited number of Equus models that will be available.   

The new Hyundai comes in only two configurations for a "simple purchase experience:"Signature and slightly higher-line Ultimate versions.

The car is handsome, with strong body sculpting, although it looks much like other top premium sedans-although a little sportier. The body has an unusually low 0.37 drag coefficient for less wind noise and better fuel economy.

The luxurious interior is quite roomy, with high-quality materials, There's everything from a push-button engine start to a killer Lexicon surround-sound system with 17 speakers-along with heated and cooled front seats. And there are 60/40 power reclining and heated rear seats.

The Ultimate version adds items including 50/50 split power reclining and cooled rear seats, thermoelectric rear console refrigerator, power trunk lid and rear-seat entertainment system with an 8-inch monitor.

A front console-mounted Driver Information System controller that handles lots of functions initially can be difficult to operate while driving.

Unlike some rivals, Hyundai plans no long-wheelbase version of the Equus because it feels extra rear seat room isn't needed.

The Equus has a smooth, quiet 4.6-liter dual-overhead-camshaft, 32-valve V-8 with continuously variable valve timing and a variable induction system. It develops 385 horsepower on premium fuel and 378 horsepower with regular fuel. The 0-60 mph time is just 5.7 seconds.

However, city fuel economy is nothing to phone home about, at an estimated 16 mpg. But estimated highway economy is 24 mpg.

The engine works with a responsive  6-speed automatic transmission with a manual sport mode.

A long drive on twisting California mountain roads showed steering to be precise. Ride and handling are good, thanks partly to an electronically controlled air suspension with continuous damping control. There are driver-selectable damping calibrations-Normal and Sport. Strong brakes are controlled by an easily modulated pedal.

If a driver get tired,  lane-departure and front-collision warning systems help keep him out of trouble.

High-strength steel and crash-durable adhesives create a rigid body structure that gives the Equus a solid feel. Advanced materials reduce noise and vibration.

Helping assure safe handling and stopping are an electronic stability control system with traction control and anti-lock brakes with electronic brake-force distribution and cornering brake control.

Safety items include nine standard air bags, including a drive knee and rear seat-mounted bags.

With the Equus, Hyundai continues its strategy of offering "more for less." In most respects, the Equus is a bargain.