Hyundai Cars

Introduction

We're afraid Hyundai has gone off and done something rather rash. This Korean automaker has decided that its basic recipe for success -- building affordable vehicles with plenty of value and quality -- is entirely scalable. The result is the 2011 Hyundai Equus, a large, $60,000 premium sedan that will no doubt raise a few eyebrows from both consumers and rival car companies alike.

Most other mainstream automakers have created separate brands to sell their luxury cars, just as Toyota did with Lexus, for example. But Hyundai believes that such premium brands also attract buyers motivated by affordability, and its impressive Genesis sedan seems to be proving that Hyundai can compete with established luxury brands because the price is right. The 2011 Hyundai Equus looks to do the same, offering far more space and equipment than other competing luxury sedans. In some ways, you're getting the equivalent of a loaded $104,000 Mercedes-Benz S550 for the price of a lightly equipped Mercedes E550.

How much equipment do you get exactly? Beyond all the expected convenience features, the V8-powered Equus gets quite possibly the most comprehensive supply of standard equipment available on any car not badged as a Maybach or Rolls-Royce. Standard Equus features like a massaging driver seat, lane departure warning, adaptive cruise control and a 17-speaker surround-sound audio system are usually options on even high-end luxury cars. Hyundai even plans to supply Equus owners with an Apple iPad as a standard feature, which will function as a sort of interactive owner's manual and maintenance minder.

Underneath its stately bodywork, the 2011 Hyundai Equus is based on the Genesis platform, but it's been enlarged to provide limousine-like interior room. The Equus comes standard with the 4.6-liter V8 that's optional equipment for the Genesis sedan, and it's good for 385 horsepower and 333 pound-feet of torque. Although this engine certainly delivers all the power you really need, it doesn't have the same low-rpm grunt as the V8s in other full-size luxury sedans. Rumor has it that Hyundai will replace the 4.6-liter V8 next year with a more potent 5.0-liter V8.

Even with this minor demerit, the 2011 Hyundai Equus is a genuine competitor to other luxury sedans, both midsize cars like the BMW 5 Series and Mercedes-Benz E-Class and flagships like the BMW 7 Series and Mercedes S-Class. The Equus is solidly engineered, remarkably quiet and indulgently comfortable, and that's on top of its exceptional feature content and relatively affordable price. While some will turn away because this car shares its badge with non-luxury automobiles, open-minded drivers (or those looking for luxury without flaunting it) will find the 2011 Hyundai Equus to be an intriguing vehicle.