Hyundai Still Thinking About Making Genesis a Separate Luxury Brand

Korean carmakers have made impressive progress in the last decade. From below-par products that were chosen by people who wanted a new car and couldn’t afford anything pricier, Hyundai and Kia models quickly become competitive in most segments.

And we're not the only ones who say this; even VW's boss is wondering why his company's products can't match Hyundai’s quality in certain areas.

No matter how good a car is, though, preconceptions die hard. For certain people, the badge on the hood says a lot about not only the car, but themselves as well; no quality survey, iPad manual, road-test review or 10-speed auto transmission is not going to change that in the foreseeable future

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And the Most Appealing Brands and Vehicle Models for U.S. Consumers in 2011 Are…

Aside from the annual vehicle reliability study that determines which are statistically the most and least dependable cars on the market, J.D. Power & Associates’ also conducts an annual survey of the most appealing brands and vehicles in the States.

The APEAL study examines what consumers like and dislike about their vehicles and how gratifying they are to own and drive based on their evaluations of more than 80 different attributes. Some findings are expected but some may come as a surprise to you.

Beginning with the brand appeal, Porsche finished first followed by Jaguar, BMW, Land Rover (despite ranking close to last in J.D. Powers' reliability study), Audi and Mercedes-Benz.

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Hyundai Set to Become Sixth Biggest Automaker in the U.S. In 2011

In the realm of U.S. automotive sales, 8% is a magic number. When an automaker hits 8%, they know they’ve become one of the big guns. Ford, Chevrolet, Toyota, Honda, Dodge and Nissan have all made it, and 2011 is expected to be Hyundai’s year.

So sayeth market research firm Polk, and I’m tempted to agree. Hyundai and its partner-brand / internal rival Kia have steadily been evolving into truly world-class carmakers. They’re keenly priced, inoffensive to look at and comprehensively covered quality-wise – everything the vast majority of new car buyers want in this day and age.

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Hyundai Evaluating the Creation of a Separate Genesis Brand to Compete with Lexus, May Build a BMW 3-Series Rival

If you were wondering what's next on the Hyundai and Kia Group's agenda of world domination, the answer is the addition of a third brand to the firm's portfolio to compete head on with Japan's Lexus and Infiniti, and possibly even Germany's finest, including BMW and Audi.

The luxury arm would most likely be called Genesis and include the South Korean firm's current rear-wheel drive offerings such as the Genesis Sedan and Coupe, plus the soon-to-be-launched onto the American market, Lexus LS-rivaling Equus.

The automaker, which saw its U.S. market share increase by an overly impressive 50 per cent in the past two years, would further enhance the range of the Genesis brand with a compact sports saloon in the likes of BMW's best-selling model, the 3-Series, and a crossover utility vehicle to compete with the Lexus RX 350.

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SEMA 2010: Rhys Millen Racing's Signature Edition Hyundai Equus

Rhys Millen Racing (RMR) is proving to be solid partner for Hyundai as for the third consecutive year, the two companies have joined forces at the SEMA Show. For this year's edition of the Las Vegas event, RMR customized Hyundai's new Equus luxury flagship with exterior, interior and performance upgrades.

On the outside, the Signature Edition Equus combines a two-tone carbon fiber and Red Bull Racing blue satin clear paint with an array of carbon fiber parts including mirror caps, front chin and rear deck spoilers, grille and exhaust outlet trims. The HRE 21-inch P40 wheels round off the exterior package.

The interior of the SEMA Show Equus sports RMR Signature Edition embroidered headrests and floor mats, and -hold on - ostrich hide leather seats with suede accents.

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Hyundai Equus Receives the VIP Treatment and 450HP Turbo V8 by Mummbles Marketing [Updated]

[*Updated with photo gallery] And yes, we have a third tuned Hyundai Equus ready to take the ride to Las Vegas for the 2010 SEMA show - see the other two proposals here and here. This time the culprit responsible for the tune is Mummbles Marketing, which created the 450-horsepower-strong, VIP themed "Elegant Equus".

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DUB Magazine Customizes 2011 Hyundai Equus for SEMA Show

Surprisingly, the all-new Hyundai Equus is grabbing the attention of tuners well before it makes its way into U.S. showrooms in December. The crew over at Dub Magazine is the second team (that we know of) after Rhys Millen Racing to be readying a customized version of the South Korean firm's range-topping sedan for the SEMA Show in Las Vegas.

"We know that SEMA show-goers look forward to seeing the cool new cars like Equus and the unique ways we customize them," said Myles Kovacs, president and co-founder, DUB Magazine. "With this car we tried to give tuners an idea of what modifications can be done within the luxury segment."

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2011 Hyundai Equus Flagship Starts at $58,900, Includes 5 years Valet Service [+ 60 Photos]

Hyundai's second attempt at the luxury segment after the Genesis, the all-new Equus full-size sedan, will arrive in U.S. showrooms in December with prices set at US$58,900 for the Signature version and US$64,900 for the Ultimate that gets all the bells and whistles, the South Korean automaker announced today.

Both prices include a $900 destination charge as well as free maintenance for 5 years or 60,000 miles, a complimentary valet service which includes a dealership employee picking up and delivering the car for maintenance, and an iPad that replaces the traditional owner's manual.

Not surprisingly, the Equus is priced much lower than other entry-level proposals in the in the luxury full-size sedan segment such as the Mercedes S-Class [S400 295HP V6 Hybrid $91,000], BMW 7-Series [740i 315HP six-cylinder $70,650] and the Jaguar XJ [385HP 5.0L V8 $72,700] and Lexus LS [LS 460 380HP 4.6L V8 $65,380].

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Rhys Millen Sports-up Hyundai's Equus Flagship for 2010 SEMA Show

The soon-to-be-launched onto the U.S. market Hyundai Equus doesn't exactly scream SEMA Show material, but that hasn't stopped the Korean firm from allowing Rhys Millen Racing (RMR) to customize their flagship limo for the Las Vegas tuning convention. Dubbed the RMR Signature Edition Equus, the S-Class sized saloon will be upgraded with a variety of exterior, interior and performance parts.

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Hyundai's Having a Ball, Sonata and Tucson Driving US Sales to the Moon

According to US Hyundai CEO John Krafcik, Hyundai is looking to set an "all-time" sales record in September partially thanks to high demand for the new Sonata sedan.

Krafcik told Autonews that September "looks fantastic [for Hyundai]. The industry looks decent -- I wouldn't say great -- but I think we're going to be fine." That's because the two latest Hyundai models to arrive have been the well received Sonata and the crisp Tucson.

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Hyundai to Treat Equus Customers Like Royalty

Hyundai, the South Korean automaker-that-could, plans to offer more personalized service and deliver the royal treatment to owners of its upcoming $50,000+ Equus luxury sedan that will slot above the Genesis in the firm's U.S. lineup.

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Hyundai Announces Details on 2011 Equus Trim Levels and Equipment Features

It won't be long before sales of the new Hyundai flagship sedan start in the States, so the South Korean automaker decided to release additional details on the equipment levels for the all-new 2011 Equus today. The firm's Mercedes-Benz S-Class rival will be offered in two configurations, Equus Signature and Equus Ultimate, both powered by Hyundai's 4.6-liter Tau V8 engine with 385-horsepower, linked to a six-speed ZF automatic transmission.

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VIDEOS: 2010 Hyundai Equus Limousine Filmed Inside and Out

Earlier today we brought you news of the introduction of Hyundai's new flagship limousine model that is based on the regular Equus sedan, which is scheduled to go on sale in the States towards the end of 2010. Now we bring you a chain of videos shot during the presentation of the XXL Equus Limousine at a special event in South Korea revealing Hyundai's ambitious Mercedes-Benz S-Class and Lexus LS rival in detail. Hit the break to watch all three videos.

Hyundai Equus Limousine: Long Wheelbase Version Revealed, gets New 400HP 5.0-liter V8

This is the new Hyundai Equus Limousine, an extra long wheelbase version of the South Korean firm's flagship model that offers a bevy of upgrades over the normal sedan including a more powerful V8 engine, differentiated exterior styling and enhanced safety, comfort and convenience features. The Equus Limousine's most prominent feature is of course its 300mm (11.8-in.) longer wheelbase that brings the vehicle's overall length to a massive 5,460mm (215-in.) shadowing its rivals like the Mercedes S500L (5,210mm) and BMW 750iL (5,212mm).

But unlike its competitors that rely on larger rear doors to incorporate the added length, the Equus Limousine's stretched wheelbase is immediately visible due to the addition of a new section in the B-column area which brings to mind independently made custom limos.

Other exterior modifications include the unique horizontal cross-bar radiator grille with an emblem in the center that looks as mundane as any other Hyundai grille we've seen so far.

The Equus Limousine will be offered in its home market with a choice of two gasoline engines, an entry-level 3.8-liter V6 that makes 290HP and 36.5kgm of torque and a new version of the firm's 4.6-liter V8 Tau unit with an enlarged displacement of 5.0-liter that develops 400HP and 51.0kgm of torque.

In both cases power is transferred to the rear wheels through a six-speed automatic transmission.

Inside, apart from the significantly improved backseat legroom that reaches 1,310mm (51.6-in.), the Equus Limousine has been upgraded with many features that include a power-driven footrest and what Hyundai describes as "Rear Seat Leg Support, Relax Posture Control and Massage System functions."

The company also offers a bulletproof version of the Equus Limousine that was developed in-house.

Prices for the long wheelbase edition Equus range in South Korea from 135 million won to 146 million won which comes to around US$113,000 to US$122,180, based on today's currency exchange rates.

Hyundai did not say whether or not the stretch version of the Equus will be available in the States when the model goes on sale in late 2010.

Hyundai to Bring 100 Equus Sedans to U.S. Dealerships this Summer

It looks like New York Auto show goers must have been quite impressed with Hyundai's new Equus luxury sedan as the Korean firm is planning to ship 100 examples of its Mercedes-Benz S-Class rival to U.S. dealerships this summer. This could explain the recent sighting of an Equus with California distributor licenses plates that was spotted just outside Los Angeles. According to a report from USA Today, the idea behind Hyundai's decision is to gauge what American consumers think about the company's flagship model that was recently launched in Korea.

Hyundai believes that if it the Equus were to be successful in the States, it would hugely benefit the image of the company. "It would decisively shift public opinion in our favor. It would be the capstone," told the newspaper Oles Gadacz, a Hyundai spokesperson at the company's Research & Development complex outside Seoul.

The rear-wheel-drive Equus sits atop the Genesis in Hyundai's range and is offered with a 290HP 3.8-liter V6 and a 366HP 4.6-liter V8 while a long-wheel-base version with an even more powerful 5.0-liter V8 engine is also in the works.

The Genesis, which was Hyundai's first serious attempt in the luxury sedan segment, has sold just over 6,000 examples this year through April, according to figures released by Autodata. That's not a lot of cars if you consider that the Korean sedan is priced very competitively at $32k for the base V6 model to about $40k for fully packed V8 model. In comparison, the smaller BMW 3-Series Sedan starts from $33,600 for the entry-level 3.0-liter 328i while the rivaling 5-Series from $45,800 for the 528i.

Makes you wonder how many buyers in the U.S. would actually go well above $50k, maybe even up to the $75k range as the USA Today speculates, for a Hyundai-badged model.

In its home market, the Equus is priced from 63.7 million won (around US$51,200) for the entry level, V6-powered VS380 model and tops out at 105 million won (about US$85,000) for the V8-powered VS460 Prestige.

Via: USA Today

2010 Hyundai Equus Spotted with U.S. License Plates in Los Angeles

Hyundai may not have any official plans to import the new 2010 Equus luxury sedan in the States -at least for the time being, but an example of the Korean firm's Lexus LS-sized flagship model with California distributor licenses plates was spotted by a member of the 'Genesis Owner' community in the city of Diamond Bar, located 30 miles east of Los Angeles.

However, before you start the speculative rumors, the forum member claims that Diamond Bar " is home to many South Koreans on US corporate assignments," and that Korean domestic market cars are a common sight in the area.

The big, rear-wheel drive four-door saloon shares its underpinnings with the Hyundai Genesis and it is aimed at high-end luxury saloons such as the BMW 7-Series and the Mercedes-Benz S-Class. Currently offered only in Korea, the Equus is available with a 290HP 3.8-liter V6 and a 4.6-liter V8 delivering 366HP.

During it official unveiling at an event in Seoul in March, Hyundai said there are currently no plans to export the Equus to the North American or European markets. However, the Korean automaker brought the saloon over for show in New York in early April.

Thanks for the tip Alex! Photo Via: Genesis Owners

My Two Dents on Hyundai's Lexus LS Rival, the Equus

Two words I never would have expected to hear in the same sentence five years ago: Hyundai and luxury. In fact, I would have thought you were a little confused. Well, I guess that's egg on my face. Over the past few years the little Korean automaker-that-could has been turning itself into a powerhouse brand with impressive quality, price points, design, engineering, and performance. The automaker whose dealerships I tried to avoid like the plague only a short time ago now has a lineup that has me wanting to take a second look.

First came the Genesis, a lux-ish sedan that provides a V8 and rear-wheel drive to compete with the big boys from Germany and Japan while undercutting their prices by a wide margin. Then, hot on the Genesis sedan's tail came the Genesis Coupe with its 2.0-liter turbo four or big 300HP+ V6, again offering performance by mating both to a 6-speed stick and RWD.

Finally, just this week in New York Hyundai had their new home-market flagship on the podium, the new Mercedes S-Class sized Equus sedan, you know, just for show (yeah right). No doubt if reactions are good they'll be bringing this puppy across the Pacific to start recruiting Mercedes and Lexus buyers. If prices for the six-cylinder were really to start in the 40k's as rumors suggest, I can imagine a loaded model with the V8 would still come in under most competitors' prices.

I'm not quite sure where Hyundai got the nerve and the skills to leapfrog some of Japan's best attempts at top tier status (Acura and Infiniti, for example), but boldly bearing down on Lexus and Mercedes has definitely gotten consumers' attention. Never in a million years would I have thought that serious people would be comparing Hyundai with manufacturers from the inner circle of luxury.

From the looks of it, the Equus is just the next stage in Hyundai's grand scheme to show people the Japanese aren't the only Asian automotive force to be reckoned with. Having seen its flagship, now I'm (I can't believe I'm saying this) eagerly anticipating the Tiburon's replacement. Mercedes and Lexus, watch your backs. It's looking more and more like Hyundai will be a real contender in the years to come.

By Phil Alex

Phil Alex was born in Rhode Island in 1985, yet for reasons unbeknownst to him moved to South Carolina. He graduated with degrees in Finance and German from Wofford College in 2007 and has had a strange obsession with cars and travel since he was a wee lad. He currently resides a stone's throw from Japan's international airport in Narita. All of this can be seen on Facebook, so check it out. He makes no apologies for his articles and welcomes all feedback, as long as it is adamantly worded.

Hyundai brings its Mercedes S-Class rival, the 2010 Equus, to New York

While Hyundai remains firm to its decision not to import its Mercedes S-Class rival, the all-new 2010 Equus, to the States, the Korean automaker decided that it would be good for the brand's image to bring the flagship sedan over to the New York Auto Show. At the same time we're gathering that Hyundai execs will be keeping a close eye on the reactions of the press and consumers alike to see what they have to say about the Equus that sits above the Genesis in the firm's vehicle line-up. Hit the jump for the photo gallery from New York or click here to read our detailed article on the Equus.

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Photos: UP

2010 Hyundai Equus: Full Details, High-Res Photos and Official Brochure

Today, Hyundai performed the official market launch of its new flagship sedan, the Equus VI, at an event held in Seoul, Korea that was attended by more than 1,000 VIP guests including South Korea's Prime Minister Han Seung-Soo. Representing a total investment of 500 billion won (approximately US$337 million), the 2010 Equus will serve as a rival to the Mercedes-Benz S-Class and its likes.

Based on a modified version of the Genesis sedan's rear-wheel drive platform, the 5,160mm long Equus comes with a choice of two engines, the 'Lambda' 3.8-liter V6 with 290HP and 36.5kgm of torque and the 'Tau' 4.6-liter V8 delivering 366HP and 44.8kgm of torque. Both engines are matted to a six-speed automatic transmission. According to Hyundai, the Equus V6 has a combined fuel economy rating of 10.8 lt /100km (21.8 mpg US) and the Equus V8, 11.4 lt / 100km (20.6 mpg US).

The Equus rides on a 5-link suspension (front and rear) featuring lightweight aluminum control arms while Hyundai has worked in partnership with ZF-SACHS to develop an air-suspension that is electronically governed to minimize body roll, nose-diving and other undesirable characteristics.

Other notable highlights include the standard Vehicle Stability Management which integrates the Lane Departure Warning System, Pre-Safety System, Third Generation Smart Cruise Control (SCC) and other sub-systems, as well as the addition of a Knee Air Bag for the driver that brings the total airbag count to nine.

In Korea, the Equus will be available in four trim levels, with prices starting from 63.7 million won (approximately US$44,850) for the entry level, V6-powered VS380 model and topping out at 105 million won (approximately US$73,900) for the V8-powered VS460 Prestige. Towards the end of 2009, Hyundai will extend the range with a long wheelbase edition that will be powered by a 5.0-liter V8 'Tau' engine.

Hyundai officials said that the company plans to sell around 13,000 units of the new Equus in the Korean market this year, increasing that number to 19,000 units in 2010. The new Korean flagship sedan will also make its way to selected overseas markets like China and the Middle East starting in the second half of 2009.

BROCHURE--------------------------------------------------