Hyundai is taking the high road with Equus

Its very name has long been synonymous with “cheap,” yet the South Korean carmaker, Hyundai Motors, is taking aim at some of the most lavish and costly segments of the automotive market.

Hoping to build on the success of its up-market Genesis sedan, which was named North American Car of the Year last January, Hyundai is getting ready to roll out an even more luxurious sedan, dubbed Equus, which will target some of the toughest — and highest-priced — competitors in the automotive market, including Mercedes-Benz, BMW, Audi and Lexus.
Hyundai is taking the high road with Equus

But will buyers be willing to trade in their S-Class and 7-Series sedans for a new, $60,000 car that will be sold alongside more plebeian products, such as the $10,000 Hyundai Accent? Apparently Hyundai believes they will, based on the unexpected success of the Genesis sedan, which nudged the company’s products into the $40,000 range for the first time.
Hyundai is taking the high road with Equus