In the early 2010s, Hyundai made a bold move. The South Korean carmaker, known for its practical sedans and crossovers, was experiencing significant success. Building on the positive reception of models such as the Genesis Coupe and Sedan, the company was ready for an even bigger challenge. A few years later, Hyundai announced a direct competitor to the Mercedes S-Class, the Equus.
Yes, the same company that produced the Elantra was now introducing a large sedan with a powerful V8 engine, advanced driver assistance technology, cooling rear seats, an adaptive air suspension, and much more. The Equus was a genuinely impressive luxury vehicle, available for less than half the cost of comparable models from BMW, Mercedes, and Lexus. However, several factors held it back, and today, it’s largely forgotten.
The Equus Arrives in America
While the Equus reached the United States in 2011, an earlier generation had been sold in South Korea since 1999. That initial model closely resembled the Mercedes S-Class and Lexus LS of the time; a quick glance might have led you to think you had just seen one of those established luxury cars, and not a Hyundai. That model proved popular, but Hyundai believed it needed to test the waters in the US. At the 2001 New York International Auto Show, Hyundai brought in a first-generation Equus to see how customers would react. Mimicking the Lexus LS (badged as the Lexus LS430 for its third generation from 2000 onwards), Hyundai somewhat cheekily marketed the Equus as the LZ450.
Fast forward over a decade, and the situation had changed drastically. Hyundai had grown significantly as a global brand, and was ready to push its brand boundaries. The second-generation Equus, which arrived in 2011, was the brand’s most ambitious and expensive model to date.
A Bigger Price Tag Than Any Hyundai Had Carried Before
At the time, the Genesis Sedan sold for around $40,000, a substantial price for a car with a Hyundai badge. However, the Equus eclipsed that with a starting price of $58,000. The Equus was offered in two main trims:
- Signature – A well-equipped base model with all the core features of a premium sedan.
- Ultimate – A chauffeur-oriented version that replaced the standard rear bench with two individual, power-reclining seats equipped with massage, footrests, and personal screens.
Buyers were limited to these two trims. If the Signature wasn’t appealing, owners needed to spend around $10,000 extra for the Ultimate model. Hyundai initially rolled out a unique sales system where interested customers could call their dealer and have an Equus brought to them for a test drive. If they purchased a car, they would receive an iPad to schedule service appointments. For these services, Hyundai would pick up the vehicle and provide a loaner – pretty impressive stuff, although the iPads were eventually discontinued after a few years. Hyundai knew that this concept was bold and that it would be an uphill battle, and as a result, the brand expected to sell only a few thousand Equus models per year in the US.
What Made the Equus Unique
What truly set the Equus apart? On the exterior, not much. The sedan’s understated design blended in with the traffic, despite its considerable length. It offered a higher-end appearance that could appeal to those who wanted to stay under the radar while still showcasing a premium vehicle.
Underneath the exterior, the Equus boasted impressive mechanical components. Early 2011 models came with a 4.6-liter Tau V8 engine producing 385 horsepower. A 2012 update upgraded the engine to a 5.0-liter V8, delivering 429 horsepower and 376 lb-ft of torque. Both versions drove the rear wheels through an eight-speed automatic transmission, designed for smooth, quiet cruising over outright sportiness. Although the fuel economy was poor, hovering around the mid-teens, the Equus was not a vehicle you purchased to be economical.
The Equus also came with a long list of luxury amenities typically found in more expensive cars. Notable features included:
- Massaging, power-reclining rear seat (Ultimate only)
- Soft-close doors and power sunshades
- A Lexicon 17-speaker premium audio system
- Real wood trim and high-quality leather upholstery
- Air suspension for a smooth ride
The driver’s seat in both trims featured a massage function, and both front seats were heated and cooled. Both trims came with an eight-inch infotainment screen with navigation, a head-up display, lane departure warning, blind spot detection, intelligent cruise control, and other advanced features. Upgrade to the Ultimate trim, and the back seat became a lounge, with a refrigerator center console, power headrests for both seats, individual screens, and a footrest and massaging seat behind the passenger. The car offered enough space in the front and read to feel like a first-class experience. At face value, the Equus had everything it needed to compete with its established rivals, but its shortcomings could not be overcome, and came down to one thing.
The Brand Perception Problem and the Genesis Solution
Its issues originated from a single place: the Hyundai badge itself. While Hyundai was not the first to aim above its weight in the car industry, it aimed too high, too quickly. The company had been known for offering affordable cars, and to try and compete with Mercedes-Benz in less than 15 years was unrealistic. Toyota had experience in building luxury cars long before it launched Lexus.
Toyota correctly realized that introducing a luxury sedan with a Toyota badge would be too much for some buyers to accept, so it created a new brand. Hyundai’s decision not to do this for the Equus undercut the model. The interior leather and wood did not feel as high quality as they should have. The dials and buttons felt cheap, and the transmission was poor. The car was about 75% of the way toward being a legitimate contender and could have benefitted from a greater investment and a longer design period.
In its best year, 2013, Hyundai sold 3,972 Equus sedans in the US, nowhere near the sales of the Lexus LS, BMW 7 Series, and Mercedes-Benz S-Class. Ultimately, the Equus wasn’t going to survive. Having learned from its creation and the Genesis Sedan before it, the company launched its luxury brand – Genesis – in 2015.
The Equus Today: A Luxury Bargain on the Used Market
The Equus was officially discontinued in 2016 with the introduction of the Genesis brand. Over its short lifecycle, Hyundai sold just under 18,000 Equus models. Considering the model’s low initial sales expectations, these aren’t terrible numbers. Today, used Equus vehicles are very affordable. Many models with under 100,000 miles can be found for around $12,000 to $15,000. With a 400-horsepower V8, massaging seats, and a comfortable ride, the Equus can still be a desirable purchase.
While all cheap luxury vehicles have the risk of costly repairs and maintenance, the Hyundai Equus may be an excellent choice for those seeking luxury on a budget, but be careful to make sure the model has been taken care of, as you don’t want to service the air suspension or V8 soon after the purchase. If you are looking for a bargain, perhaps now is the time to consider Hyundai’s luxury sedan’s second chance.
