"Who pays $70,000 for a Hyundai?" This was the question that was on my mind the entire week I had a 2014 Hyundai Equus in my garage. The Equus presents a real conundrum. It's either a complete joke or the luxury sedan bargain of the century.
This is a 2014 Hyundai Equus Ultimate, and it's what's in my driveway. I feel like a South Korean oligarch already!
I want to like the Hyundai Equus. I want to like the novelty of a big, Korean luxury sedan with a 5.0 liter V8. But dammit the thing's so characterless that it's hard to even form an opinion on it.
The Hyundai Equus Limousine Edition is 11.8" longer in the passenger compartment and that much more exclusive with a starting price of $113,000 USD, $122,180 fully-equipped. It'll certainly attract the completely legal Korean businessmen of the Kkangpae.
The flagship Hyundai Equus luxury sedan will go on sale in the USA late next year and our sources indicate the Lexus LS460-rival will likely be priced between $50K and $60K.
We previously stated the Korean-market super-duper Hyundai Equus would sell for an eye-watering $96,000. Not so. The car actually hits dealer lots at a starting price of about $44,400.
Would you pay $96,000 for a Hyundai? What if you were a South Korean executive in the market for a domestic S-Class? Hyundai is hoping the answer is yes.