The Hyundai Equus Car: A Forgotten Luxury Bargain Worth a Second Look

In the early 2010s, Hyundai, a South Korean automaker known for its reliable and affordable vehicles, decided to challenge the luxury car market. Building on the success of the Genesis Coupe and Sedan, Hyundai aimed higher, introducing a true competitor to the Mercedes-Benz S-Class: the Equus Car.

Yes, Hyundai, the brand synonymous with economical cars like the Elantra, dared to launch a full-size luxury sedan. The Equus boasted a powerful V8 engine, cutting-edge driver assistance systems, cooled rear seats, and adaptive air suspension, among other premium features. It was a genuinely impressive luxury vehicle, offered at a significantly lower price than comparable models from BMW, Mercedes-Benz, and Lexus. Despite its potential, the Equus car faced challenges and faded into obscurity. However, is it time to reconsider Hyundai’s forgotten luxury sedan?

The Equus Car’s American Debut

While the Equus car arrived in the United States in 2011, it had been sold in South Korea since 1999. The first generation Equus was clearly inspired by the Mercedes-Benz S-Class and Lexus LS of that era. It was popular in its home market, but Hyundai initially doubted its appeal in the US. However, recognizing the growing global presence of Hyundai and its readiness to push brand boundaries, the second-generation Equus was introduced to the American market in 2011. It was Hyundai’s most ambitious and expensive model to date, signaling a bold step into the luxury segment.

A Premium Price Point for a Hyundai Car

The Genesis Sedan was already pushing boundaries for Hyundai with a price tag around $40,000. The Equus car significantly surpassed this, starting at $58,000. It was offered in two trims:

• Signature: A well-appointed base model equipped with essential luxury features.
• Ultimate: A chauffeur-focused version featuring individual, power-reclining rear seats with massage functions, footrests, and personal screens.

Hyundai aimed to create a premium buying experience. Initially, potential buyers would contact a dealer, who would bring the Equus car to them for a test drive. Upon purchase, owners received an iPad to schedule service appointments, with Hyundai offering vehicle pickup and loaner drop-off services. While innovative, the iPad service was discontinued after a few years. Hyundai understood the challenge of entering the luxury market and anticipated modest sales of a few thousand units per year in the US.

Unique Features of the Equus Car

What distinguished the Equus car in the luxury sedan landscape? Externally, its design was understated, perhaps even blending into traffic. While its size was comparable to an Audi A8, its styling was not overtly attention-grabbing. This subtle elegance could appeal to buyers seeking luxury without ostentation.

However, beneath its unassuming exterior, the Equus car packed impressive technology and features. Early models featured a 4.6-liter Tau V8 engine producing 385 horsepower. The 2012 update brought a more powerful 5.0-liter V8 with 429 horsepower and 376 lb-ft of torque. Both engines paired with an eight-speed automatic transmission, prioritizing a smooth, quiet ride over sporty performance. Fuel economy was typical for a V8, around the mid-teens, but efficiency wasn’t the primary concern for buyers in this segment.

The Equus car boasted a comprehensive list of luxury features, often found in cars with much higher price tags:

• Massaging, power-reclining rear seats (Ultimate trim)
• Soft-close doors and power sunshades
• Lexicon 17-speaker premium audio system
• Real wood trim and high-quality leather upholstery
• Air suspension for enhanced ride comfort

Both trims included massage functions for the driver’s seat and heated and cooled front seats. An eight-inch infotainment screen with navigation, head-up display, lane departure warning, blind spot detection, and intelligent cruise control were also standard. The Ultimate trim transformed the rear cabin into a lounge-like space with a refrigerator center console, power headrests, individual screens, and a passenger-side rear seat with a footrest and massage function.

The Equus car offered ample space and a wealth of comfort features, aiming to compete with established luxury brands on features and value. Yet, despite these attributes, it struggled to overcome certain limitations.

Brand Perception and the Genesis Solution

The primary obstacle for the Equus car was its Hyundai badge. While Hyundai had made significant strides, transitioning from a budget brand to a luxury contender in a short period was a massive leap. Consumers associated Hyundai with affordability, not luxury, making it difficult to accept a high-end sedan with the same badge as entry-level models. Even Toyota, with its established reputation, recognized the need to create a separate brand, Lexus, to successfully enter the luxury market in the late 1980s.

By not establishing a distinct luxury brand for the Equus car, Hyundai inadvertently undermined its prestige. While the Equus offered many luxury features, some aspects fell short of true luxury car standards.

The quality of leather and wood trim, the feel of buttons and dials, the refinement of the transmission, and the overall driving experience were not quite on par with established luxury rivals. The Equus car felt like it was almost there, but needed further investment and development to truly compete at the highest level. Toyota’s billion-dollar investment in developing the Lexus LS400 in the 1980s demonstrated the level of commitment required to create a compelling alternative to the Mercedes-Benz S-Class. The Equus, while ambitious, didn’t quite reach that benchmark.

In its peak sales year, 2013, the Equus car sold just under 4,000 units in the US, significantly less than the Lexus LS, BMW 7 Series, and Mercedes-Benz S-Class. Hyundai recognized the limitations of the Equus and leveraged the experience gained from it and the Genesis Sedan to launch its dedicated luxury brand, Genesis, in 2015.

Genesis launched in the US in late 2016 with the G80 and G90 sedans, the latter serving as the effective successor to the Equus car. These models benefited from the lessons learned from the Equus, featuring improved styling, enhanced quality, and impressive performance. Genesis has since evolved into a successful luxury brand, offering models that genuinely compete with the world’s best, tracing its origins back to the groundwork laid by the Equus.

The Equus Car Today: A Used Luxury Steal

The Hyundai Equus car was discontinued in 2016 with the full establishment of the Genesis brand. During its short lifespan, just under 18,000 units were sold. While not blockbuster numbers, given initial expectations, sales were respectable. Today, used Equus models represent exceptional value.

Many Equus cars with under 100,000 miles are available for around $12,000, with some lower mileage examples (around 50,000 miles) priced around $15,000. For this price, you get a Equus car with a 400+ horsepower V8, massaging seats, and a remarkably comfortable ride. It’s an excellent option for long-distance cruising and offers a taste of luxury at an affordable price point.

While purchasing any used luxury vehicle requires caution due to potential maintenance costs, the Equus car presents an intriguing proposition. Maintenance will likely be more expensive than a Hyundai Sonata, but significantly less than a Mercedes-Benz S-Class. For budget-conscious buyers seeking luxury, a well-maintained Equus car could be a smart choice. Prospective buyers should ensure any used Equus has been properly cared for, particularly considering the air suspension and V8 engine, to avoid potential costly repairs. However, for those willing to do their due diligence, the Equus car offers a compelling entry into the world of luxury car ownership.

Sources: Hyundai, AutoTempest, Car & Driver