With the debut of the new Equus luxury sedan at the New York Auto Show, CEO John Krafcik also announced that sales of flagship model will come with premium services. For starters, Hyundai dealerships will feature the car in a showroom-within-a-showroom format, alongside the Genesis Sedan and Genesis Coupe. But if you’d like to test drive an Equus and don’t want to go to the dealership, no problem, Hyundai will take the car to you.

Hyundai has also decided to do-away with the big and heavy owner’s manual in favor of an electronic touch-screen tablet. Owners will even be able to use the tablet to make service appointments – with free pick up and drop off of the vehicle by Hyundai staff.

As for the Equus itself, it’s got plenty of luxury too, with an interior that features leather seats, an Alcantara headliner, wood trim and a leather-wrapped dash with French stitching. The front seats are heated and cooled with an optional massaging driver’s seat. A special 4-seater model with just two rear chairs can come with foot rests, an 8-inch LCD screen and DVD player, as well as a fridge. There’s even an optional 17-speaker Lexicon audio system.

Motivation for the big sedan comes from Hyundai’s Tau 4.6-liter V8 engine with 385-hp and 324 ft-lbs of torque, mated to 6-speed automatic transmission. Hyundai claims a 0-60 mph time of 6.4 seconds.

Other highlights include 19-inch wheels, an electronically controlled air suspension and Continuous Damping Control that adjusts the suspension to meet the conditions of the road.

Pricing for the Equus has yet to be locked-down, but Hyundai says it expects to be able to sell the car in the mid $50,000 range starting this Fall.

GALLERY: 2011 Hyundai Equus

It certainly looks like a flagship luxury sedan, created to rival established German saloons like the 7 Series and S Class, but it costs roughly half the price and… it’s a Hyundai? Yes, debuting at the New York Auto Show, Hyundai will now offer its flagship luxury sedan from Korea in the U.S. aiming to, “compete with the best luxury sedans in the world on all levels.”

Pricing for the Equus has yet to be locked-down, but Hyundai says it expects to be able to sell the car in the mid $50,000 range. And while the Equus isn’t likely to win over many buyers from Mercedes, the package is an attractive one for Lexus LS shoppers, with the LS460 riced in the mid $60,000 range.

The Equus more than just looks like a proper luxury barge, using a powerful V8 engine and riding on a proper rear-drive architecture (an elongated version of that used for the Genesis Sedan). The Equus is actually 7.2-inches longer than the Genesis at 203.1-inches. That makes it longer than the extended wheelbase Lexus LS, plus it’s wider than either the S-Class or 7 Series.

Motivation for the big sedan comes from Hyundai’s Tau 4.6-liter V8 engine with 385-hp and 324 ft-lbs of torque, mated to 6-speed automatic transmission. Hyundai claims a 0-60 mph time of 6.4 seconds.

Inside, the Equus delivers on its luxury promise (although not to the level of its German counterparts) with leather seats, an Alcantara headliner, wood trim and a leather-wrapped dash with French stitching. The front seats are heated and cooled with an optional massaging driver’s seat.

A luxurious driving feel is also part of the package thanks to an electronically controlled air suspension and Continuous Damping Control that adjusts the suspension to meet the conditions of the road. Both sport and comfort settings are offered so driver’s can select a more engaging ride. Also helping to deliver a more dynamic driving experience is a balanced (52/48 weight distribution) chassis and 19-inch wheels with 245/45/19 front and 275/40/19 rear tires

Other vehicle highlights include a standard back-up camera and optional front camera, as well as a 17-speaker 608-watt Lexicon audio system.

Official pricing will be revealed later this year with the Equus set to go on sale in the summer.

We have no doubt the folks at BMW and Mercedes are having a little chuckle over a Korean luxury car, but it wasn’t all that long ago they underestimated Lexus.

GALLERY: 2011 Hyundai Equus

Official release after the jump:

PRESS RELEASE

HYUNDAI INTRODUCES ALL-NEW FLAGSHIP, THE LUXURIOUS EQUUS SEDAN, DURING NORTH AMERICAN DEBUT AT NEW YORK AUTO SHOW

Equus will Showcase Hyundai’s Approach toward Intelligent Luxury

NEW YORK, April. 1, 2010 – Hyundai aims to break down the barriers of owning a luxury car with the introduction of its all-new flagship, the 2011 Equus. Equus will compete with the best luxury sedans in the world on all levels including amenities, performance, advanced technologies, design and ownership experience when it arrives at select Hyundai dealerships late this summer.
“Equus takes Hyundai’s formula for intelligent luxury to a new level,” said John Krafcik, president and CEO, Hyundai Motor America. “We’ve applied the lessons in engineering excellence we’ve learned with Genesis to the Equus, while adding a new level of customer experience that will further differentiate our take on luxury from the traditional premium brands.”
Equus broadens Hyundai’s lineup of premium vehicles and like Genesis, is built on Hyundai’s world-class rear-wheel-drive architecture. It is powered by the award-winning 4.6-liter Tau® V8. The Tau inside the Equus will produce an estimated 385 horsepower using premium fuel and 378 horsepower using regular fuel. With technology rivaling more expensive luxury sedans, Equus showcases features such as a lane departure warning system, electronic air suspension, smart cruise control and a Lexicon® audio system.

PREMIUM REAR-WHEEL-DRIVE ARCHITECTURE
When Genesis was introduced, Hyundai promised that its rear-wheel-drive architecture would spawn more products in other segments. Equus is the third of those products, this time riding on a lengthened Genesis architecture. Equus is 7.2 inches longer (203.1 inches vs. 195.9 inches) than Genesis. Equus boasts an excellent 52/48 front-to-rear weight distribution for exceptional handling and more refined steering characteristics.
Equus reduces interior noise levels and improves ride and handling with a stiff, light weight body structure. The use of high-tensile steel in critical areas in the unibody provides Equus with significantly higher dynamic torsional rigidity and a lower body structure weight despite having a spacious interior cabin.

WORLD-CLASS TAU V8
Headlining the Equus’ performance capabilities is Hyundai’s Tau 4.6-liter V8 engine, a two-time Ward’s 10 Best Engine winner, mated to a ZF 6-speed automatic transmission with SHIFTRONIC® manual control. The Tau V8 delivers an estimated 385 horsepower and 333 lb-ft of torque (378 horsepower and 324 lb-ft using regular fuel) to fit the demands of luxury consumers. This powertrain combination will launch Equus to 60 miles per hour in less than 6.4 seconds. On premium fuel, the Tau V8 produces more horsepower than the powerplants found in the Lexus LS460, Mercedes-Benz S550, and Audi A8 and nearly the same power as these competitors on regular fuel.
LUXURY SEDAN STYLE WITH ADVANCED TECHNOLOGIES
The design of the Equus is handsome and pleasing to the eye. The rear-end treatment is progressive with bold taillights, strong shoulders and an overall look of precision. This look is accomplished through fully-integrated asymmetrical exhaust tips and rear LED turn signal indicators. The side silhouette is refined, with character lines that accent the rear fenders. Up front is a subtle horizontal radiator grille and well-proportioned headlamps with jeweled detailing. LED turn signals are inside the HID headlamps along with an adaptive front lighting system with white LED position lamps. The lower air intakes are bold and add to the positive reaction of the overall design. To assist in parking, and navigating blind corners and alleys in urban driving, there is an optional forward-view cornering camera integrated into the grille.

CUTTING EDGE HUMAN TECHNOLOGY
The busy executive as well as the couple heading out on the town will feel right at home in the 2011 Equus due to abundant luxury touches and passenger comfort features. This ambience begins with superior quality of materials and design layout. The leather upholstery, Alcantara® headliner, natural wood trim and leather-wrapped French-stitched instrument panel showcase the richness of the Equus interior.
The seats are designed with adjustable driver thigh support, plenty of width, great range of adjustment, and heated and cooled functionality. Thermoelectric devices located in the seat backs and bottom cushions provide control for heating, cooling and humidity. There is ample leg and head room for drivers over six-feet tall and an optional massaging driver seat. In fact, Equus has more leg, head and shoulder room in the front and rear seats than the Lexus LS460.
The driver’s cockpit boasts an abundance of features and premium services. The Driver
Information System (DIS) provides navigation, XM Satellite Radio, HD Radio technology, hands-free Bluetooth telephone system and much more.

ELECTRONICALLY-CONTROLLED AIR SUSPENSION
Driving dynamics are a critical element in every luxury sedan, and the Equus offers first-rate ride and handling characteristics without traditional compromises. Equus’ electronically controlled air suspension meets the challenge of the wide variety of road surfaces drivers face everyday. For drivers who enjoy a firm ride and more stability when cornering there is a sport setting with additional body control. For customers who wish their ride to be a little on the softer side there is a normal setting for more ride compliance.
In urban areas, the Equus is easy to maneuver and park, thanks to excellent steering and its electronic parking assist feature. While the Equus is large, it doesn’t feel over-sized or clumsy, that’s due to its 37.7 foot turning circle and variable-effort steering system.
On winding country and mountain roads, Equus benefits from the precise wheel control delivered by its five-link front and rear suspension geometry. This geometry is maximized through Continuous Damping Control (CDC) which continually monitors road and driving dynamics and adjusts damping force accordingly. The standard 19-inch chrome alloy wheel and tire package with staggered width (P245/45R19 front P275/40R19 rear) tires offers excellent gripping power and precise control.

NEW TECHNOLOGIES DELIVER UNCOMPROMISED SAFETY PERFORMANCE
Maintaining Hyundai’s emphasis on delivering leading safety technology, Equus boasts world-class active and passive safety features to help prevent accidents, and maximize the well-being of its occupants in the event of a collision. The Equus continues the Hyundai tradition of offering key safety technologies, with features such as Electronic Stability Control (ESC), nine airbags, electronic active head restraints, lane departure warning system and smart cruise control. Equus even has a Vehicle Stability Management system (VSM) that optimally manages ESC, the electronic parking brake, smart cruise control and the seatbelt tensioning system for optimal safety.
Equus’ total of nine airbags include advanced dual front airbags, front and rear seat-mounted side-impact airbags, roof-mounted side curtain airbags for both front and rear outboard seat occupants and a driver’s knee airbag.
Hyundai’s lane departure warning system offers a warning light and chime after a one- second lane departure, and adds a haptic warning via the seatbelt after a three second lane departure.
Smart cruise control automatically manages the Equus’ speed through the braking and throttle systems to maintain a specified following distance selected by the driver.
The electronic parking brake with automatic vehicle hold enables the parking brake to hold the vehicle automatically when the vehicle stops, and deactivates as soon as the gas pedal is pressed.
Equus has an optional camera located on the front grille and a standard camera on the rear decklid. These cameras help detect how close objects are when parking. Distance is indicated on the in-dash LCD monitor.
Equus is brought to a halt by large four-wheel anti-lock disc brakes with Brake Assist and Electronic Brake Distribution (EBD). The 13.6-inch front rotors have four-piston fixed calipers and the rear brakes feature 12.4-inch rotors with single floating piston calipers.

LEXICON® AUDIO SYSTEMS TEAM WITH XM, HD RADIO™, AND APPLE TO OFFER UNRIVALED AUDIO PERFORMANCE AND CHOICE
Hyundai Genesis and Equus offer a Lexicon-branded state-of-the-art audio system featuring LOGIC 7® technology. The Lexicon surround sound audio system includes a 13-channel digital amplifier and 17 speakers producing 608 watts of sound in 7.1 discrete surround sound audio. Equus also offers the clarity of digital HD Radio technology, XM Satellite Radio and iPod®/USB integration.

PRICING
The Equus will launch with a starting price in the mid $50,000 range.

HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through almost 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program which now includes the 5-year/60,000 mile fully transferable bumper-to-bumper warranty, Hyundai’s 10-year/100,000 mile powertrain warranty and 5-year complimentary Roadside Assistance in addition to the highly acclaimed vehicle return policy introduced in early 2009. For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com.

A year after its first showing on U.S soil and at the very same venue, Hyundai will officially unveil the production version of its flagship luxury sedan at the New York Auto Show. Hyundai has not said as much, but the full-sized luxury car is expected to keep the Equus name. What it will be missing, however, is that big hood ornament, although Hyundai is likely to offer it through dealers.

As a competitor to the BMW 7 Series, Lexus LS and Mercedes S-Class, the Equus is based on the Genesis platform, itself a supposed rival to cars like the BMW 5 Series. While Hyundai can’t reasonably expect to take on the Germans (not yet, anyway), the Equus is likely to steal away a few Lexus LS customers. And with the LS priced around $63,000, you can be sure the Equus will come in under that.

So what do you get in a Korean luxury car? Well, we think it’s quite handsome, plus it’s also very large. At 74.8-inches wide, it’s thicker than an S-Class or Lexus LS. The wheelbase is relatively short for this type of vehicle at 119.9-inches and with an overall length of 203.1-inches (just slightly longer than the long wheelbase LS460), don’t expect stellar handling. Under the hood the Equus gets the same 4.6-liter V8 found in the top-level Genesis Sedan. Making 380-hp it should deliver a 0-60 mph time of just over six seconds, with a quarter mile time in the low 14s.

Inside is where the real treats are, with every imaginable luxury available. On a Korean-spec model we had a chance to experience last year, there were massaging and reclining rear seats, seat-back mounted flip up tables, LCD screen DVD players and even a fridge. The Equus also had heated and cooled seats and privacy shades for the back and side-rear windows. One feature we particularly liked was that the side window shades pop up by pulling on the power window switch a second time – which reduces the overall number of buttons and switches in the cabin. In fact, we were surprised by the limited number of cabin-cluttering switches. Another notable feature is the fact that the front passenger seat can be adjusted from an armrest console in the rear – presumably for the comfort and convenience of executive types riding in the back. The interior materials are definitely high quality, although not quite what you might find in a Lexus LS. Then again, the interior of the BMW 750 isn’t quite what you’d find in a Lexus either. The excessive amount of wood trim certainly isn’t one of our favorite parts, but the genuine Suede headliner is.

Equus drivers will be able to appreciate high-tech features like a back-up camera (and front-facing camera), a blind spot monitoring system, active cruise control, a 528-watt 17-speaker Lexicon audio system and an adjustable air-ride suspension. Hyundai marketing boss Joel Ewanick said that by the time the Equus makes its way to the U.S. the suspension will receive a few tweaks. Normally this means “softening,” but Ewanick surprised us by saying that it will actually be made slightly stiffer than what is offered in Korea.

GALLERY: Hyundai Equus

For more on the upcoming 2011 Hyundai Equus see our video interview with Hyundai Motor America’s VP of Marketing Joel Ewanick after the jump:

Get the Flash Player to see this player.

Rather than spin off the new premium Hyundai products into their own brand, necessitating the creation of new dealerships and huge marketing budgets, the Korean automaker is opting for the “showroom-within-a-showroom” approach. According to documents obtained by Ward’s, Hyundai Motor America (HMA) is looking to make the move soon, creating a luxury area within current dealerships where staff will display and sell new models like the Genesis Sedan and Genesis Coupe as well as the upcoming Equus flagship luxury sedan (pictured above).

Instead of costing dealerships millions of dollars, the new displays are only likely to run in the hundreds of thousands. This setup is quite different from what Japanese automakers like Toyota did when it launched the Lexus brand, opting instead to set up entirely separate dealerships.

“Similar to the attributes of Toyota-Scion buildings, this strategy will create physical and psychological separation in the Hyundai showroom environment,” writes HMA VP of national sales Dave  Zuchowski in his memo.

Cars like the Genesis Coupe, in its higher end trim, compete with models like the Infiniti G37 and BMW 335i Coupe, while the Genesis Sedan stacks up against vehicles like the BMW 5 Series, Mercedes E-Class and Lexus GS. The new Equus, however, is aimed at top-tier models like the BMW 7 Series and Lexus LS. It is expected to cost slightly less than an LS and will go on sale this Fall.

Hyundai sees the Equus as another, but important, step on the road to becoming a legitimate luxury retailer. “We intend to use the launch of the new Equus to develop and further establish Hyundai as a legitimate force in the premium-luxury segments,” says Zuchowski.

[Source: Ward's]

See after the jump for AutGuide’s first look at the new 2011 Hyundai Equus:

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Hyundai has just unveiled a “Stretch Edition” of its flagship Equus luxury sedan in Korea, measuring a massive 215-inches in length – a foot longer than the standard sedan model. For the record, that’s just over half a foot longer than the extended-wheelbase BMW 750Li. It’s also just 15-inches smaller than the simply massive Rolls-Royce Phantom.

Hyundai has already announced that the standard Equus sedan will launch in the U.S. in 2010 as a 2011 model and while the company has officially “no comment” on plans to bring the car over… we believe the fact that they sent us this press release speaks volumes.

In Korea the car is priced from 135 million won to 146 million won, which equates to $113,000 to $122,180.

While the standard 3.8-liter V6 is standard, Hyundai will offer a more powerful 5.0-liter version of the impressive 4.6-liter Tau V8. With 375hp in is 4.6-liter version, the big 5.0-liter motor makes 400hp and 343 ft-lbs of torque.

Features found inside the limousine include a power footrest with a massaging chair. Hyundai has already built three bulletproof versions of the vehicles for the Korean president.

GALLERY: Hyundai Equus Stretch Edition

Official release and our review of the Korean-Spec Equus sedan after the jump:

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Hyundai Launches Stretch Edition of Its Luxury Flagship, EQUUS

- 300 mm longer than the sedan version, increasing comfort for the VIP
passenger
- Features award-winning Tau Engine in V8 5.0L version
- Offering the world’s most comfortable passenger experience

*All specifications in this release are Korean domestic.

(Seoul, Korea) Hyundai Motor Co. today began receiving orders for the long wheelbase edition of its most luxurious car, the EQUUS.

The stretch edition offers several upgraded features from the normal sedan version, including differentiated exterior designs and longer overall length. The engine and other functions have been reinforced to attain first-class performance, safety, comfort and convenience.

With the comfort of passengers at the forefront of its design principle, the EQUUS Limousine, as it is named in Korea, offers passengers unparalleled levels of interior volume. The vehicle’s length is longer than major competitors by as much as 310 mm, with backseat legroom as much as 376 mm longer, as well.

To differentiate it from the EQUUS sedan, the stretch version is equipped with an exclusive horizontal cross-bar radiator grille with an emblem in the center. Thus, the exterior image exudes an impression of strength and confidence, in line with the vehicle’s elegant image.

EQUUS Limousine comes with a choice of two sophisticated engines: The Lambda 3.8L engine and the Tau 5.0L engine. The Tau 5.0 engine, applied to the stretch version for the first time, is a reinforced version of the Tau 4.6L engine that won the 2009 Ward’s 10 Best Engines award.

With a maximum output of 400ps and a peak torque rating of 51.0kg, the stretch version outperforms its competitors, such as the Lexus LS460L and Mercedes S500L by 20ps and 12ps, respectively.

The power-driven footrest, the world’s first, along with Rear Seat Leg Support, Relax Posture Control and Massage System function, allows passengers the most comfortable driving experience found today.

The price for the long wheelbase edition EQUUS ranges from 135 million won to 146 million won (approximately US$113,000 to US$122,180, based on today’s currency exchange rates).

Additionally, Hyundai has successfully developed a bulletproof version of the long wheelbase EQUUS and has donated three units to the Blue House (the Korean Presidential Residence). Hyundai is the first Korean company – and one of a handful worldwide – to develop a bulletproof car with its own technology.

■ EQUUS Limousine Specifications

CLASSIFICATION    EQUUS SEDAN    EQUUS LIMOUSINE
Dimension
(mm)    Overall Length    5,160    5,460
Overall Width    1,900    1,900
Overall Height    1,495    1,495
Wheel Base    3,045    3,345
Engine    Name    V6    V8    V6    V8
Displacement (CC)    3,778    4,627    3,778    5,038
Max.Output
(ps/rpm)    290/6,200    366/6,500    290/6,200    400/6,400
(with premium oil)
Max. Torque
(kgㆍm/pm)    36.5/4,500    44.8/3,500    36.5/4,500    51.0/3,500
(with premium oil)
Fuel efficiency (km/l)    9.3    8.8    9.0    8.0
Empty Vehicle Weight(Kg)    1,875    2,025    2,040    2,125
Suspension    Front    Multi-link    Multi-link
Rear    Multi-link    Multi-link
Max Tire    245/45R19 (F)
275/40R19 (R)

● Comparison with competitors
Classification    EQUUS Limousine    Lexus LS460L    Mercedes
S500L    BMW750Li
Spec
(mm)    Length     5,460    5,150    5,210    5,212
Width     1,900    1,875    1,870    1,902
Height     1,495    1,465    1,475    1,478
Wheelbase    3,345    3,090    3,165    3,210
Rear Seat Leg Room    1,310    980    934    1,030
Engine    Number of Cylinders    8    8    8    8
Displacement(CC)    5,038    4,608    5,462    4,395
Max output    400    380    388    407

AutoGuide was recently invited by Hyundai to take a ride in its new flagship Equus luxury sedan, which is due out in the U.S. in 2011. We posted some initial impressions immediately afterward and have since prepared a little video of the car and our chat with Hyundai Motor America’s VP of Marketing Joel Ewanick.

Test drives aren’t allowed as the three models Hyundai has brought over from Korea are prototypes (complete with Korean navigation systems and gauges in km/h) so we had to settle for being chauffeured around, which one could argue, is really the best way to experience the Equus.

Designed to compete with the world’s best, the Equus is based on the Genesis Sedan platform but is a good deal larger.

At 74.8-inches wide, it’s thicker than an S-Class or Lexus LS. The wheelbase is relatively short for this type of vehicle at 119.9-inches and with an overall length of 203.1-inches (just slightly longer than the long wheelbase LS460), don’t expect it to handle like a BMW 750i. Then again, that’s not what vehicles like this were meant for.

Inside is where the real treats are, with every imaginable luxury available. Yes, we’re talking about massaging and reclining rear seats, seat-back mounted flip up tables, LCD screen DVD players and even a fridge. The Equus also gets heated and cooled seats and privacy shades for the back and side-rear windows. One feature we particularly liked was that the side window shades pop up by pulling on the power window switch a second time – which reduces the overall number of buttons and switches in the cabin. In fact, we were surprised by the limited number of cabin-cluttering switches. Another notable feature is the fact that the front passenger seat can be adjusted from an armrest console in the rear – presumably for the comfort and convenience of executive types riding in the back.

The interior materials are definitely high quality, although not quite what you might find in a Lexus LS. Then again, the interior of the BMW 750 isn’t quite what you’d find in a Lexus either. The excessive amount of wood trim certainly isn’t one of our favorite parts, but the genuine Suede headliner is.

Equus drivers will be able to appreciate high-tech features like a back-up camera (and front-facing camera), a blind spot monitoring system, active cruise control, a 528-watt 17-speaker Lexicon audio system and an adjustable air-ride suspension. Hyundai marketing boss Joel Ewanick said that by the time the Equus makes its way to the U.S. the suspension will receive a few tweaks. Normally this means “softening,” but Ewanick surprised us by saying that it will actually be made slightly stiffer than what is offered in Korea.

Under the hood the 2011 Equus gets the same 4.6-liter V8 found in the top-level Genesis Sedan. Making 375hp it should deliver a 0-60 mph time of just over six seconds, with a quarter mile time in the low 14s.

That’s definitely off the pace of both the German and Japanese competition, but you can be sure the Equus won’t cost like a German or Japanese luxury sedan either. Official pricing won’t be released for a while yet, but with the Lexus LS starting at $63,000, you can be sure the Equus will come in under that. A sub-$60,000 price tag isn’t out of the question.

When asked about the possibility of the U.S. Equus being offered with the (rumored) 5.0-liter V8, Hyundai PR boss Jim Trainor said that the focus for now is going to be on the 4.6.

Set to hit the market as a 2011 model, the Equus will go on sale in late 2010. Look for an official debut next April at the 2010 New York Auto Show.

So with the future of the Equus in the U.S seemingly set, there are a few remaining question marks. For starters, the name. Hyundai says it is considering a name change and we wouldn’t be surprised to see one.

Another question you might have is: what about that hood ornament? Sorry to say, the brand-focused marketing folks have decided to axe the ostentatious winged creature (or whatever it is) in favor of a flush-mounted symbol. Those interested will, however, be able to get the hood ornament as a dealer installed option.

The final question for both Hyundai and the Equus is: how will it be received? Quite well, we think.

Trainor says the company has humble goals of just a few thousand units and with changing perceptions about the brand (thanks to the Genesis sedan and coupe) the Equus now offers Hyundai the chance to leapfrog established luxury brands, like Acura.

GALLERY: 2011 Hyunda Equus

Earlier this week Hyundai announced that it would launch the company’s Korean market Equus flagship right here in the U.S. And to help promote the car, Hyundai decided to show-off a few examples of its top-tier luxury sedan at one of the world’s most high-profile automotive events: the Pebble Beach Concours d’Elegance.

While in town to cover the concours, Hyundai invited AutoGuide along for a ride to experience some of what the Equus is all about. Test drives aren’t allowed as the cars on display are Korean prototype models (complete with Korean navigation systems and gauges in km/h) so we had to settle for being chauffeured around, which one could argue, is really the best way to experience the Equus.

Designed to compete with the world’s best, the Equus is based on the Genesis Sedan platform but is a good deal larger.

At 74.8-inches wide, it’s thicker than an S-Class or Lexus LS. The wheelbase is relatively short for this type of vehicle at 119.9-inches and with an overall length of 203.1-inches (just slightly longer than the long wheelbase LS460), don’t expect it to handle like a BMW 750i. Then again, that’s not what vehicles like this were meant for.

Inside is where the real treats are, with every imaginable luxury available. Yes, we’re talking about massaging and reclining rear seats, seat-back mounted flip up tables, LCD screen DVD players and even a fridge. The Equus also gets heated and cooled seats and privacy shades for the back and side-rear windows. One feature we particularly liked was that the side window shades pop up by pulling on the power window switch a second time – which reduces the overall number of buttons and switches in the cabin. In fact, we were surprised by the limited number of cabin-cluttering switches. Another notable feature is the fact that the front passenger seat can be adjusted from an armrest console in the rear – presumably for the comfort and convenience of executive types riding in the back.

The interior materials are definitely high quality, although not quite what you might find in a Lexus LS. Then again, the interior of the BMW 750 isn’t quite what you’d find in a Lexus either. The excessive amount of wood trim certainly isn’t one of our favorite parts, but the genuine Suede headliner is.

Equus drivers will be able to appreciate high-tech features like a back-up camera (and front-facing camera), a blind spot monitoring system, active cruise control, a 528-watt 17-speaker Lexicon audio system and an adjustable air-ride suspension. Hyundai marketing boss Joel Ewanick said that by the time the Equus makes its way to the U.S. the suspension will receive a few tweaks. Normally this means “softening,” but Ewanick surprised us by saying that it will actually be made slightly stiffer than what is offered in Korea.

Under the hood the 2011 Equus gets the same 4.6-liter V8 found in the top-level Genesis Sedan. Making 375hp it should deliver a 0-60 mph time of just over six seconds, with a quarter mile time in the low 14s.

That’s definitely off the pace of both the German and Japanese competition, but you can be sure the Equus won’t cost like a German or Japanese luxury sedan either. Official pricing won’t be released for a while yet, but with the Lexus LS starting at $63,000, you can be sure the Equus will come in under that. A sub-$60,000 price tag isn’t out of the question.

When asked about the possibility of the U.S. Equus being offered with the (rumored) 5.0-liter V8, Hyundai PR boss Jim Trainor said that the focus for now is going to be on the 4.6.

Set to hit the market as a 2011 model, the Equus will go on sale in late 2010. Look for an official debut next April at the 2010 New York Auto Show.

So with the future of the Equus in the U.S seemingly set, there are a few remaining question marks. For starters, the name. Hyundai says it is considering a name change and we wouldn’t be surprised to see one.

Another question you might have is: what about that hood ornament? Sorry to say, the brand-focused marketing folks have decided to axe the ostentatious winged creature (or whatever it is) in favor of a flush-mounted symbol. Those interested will, however, be able to get the hood ornament as a dealer installed option.

The final question for both Hyundai and the Equus is: how will it be received? Quite well, we think.

Trainor says the company has humble goals of just a few thousand units and with changing perceptions about the brand (thanks to the Genesis sedan and coupe) the Equus now offers Hyundai the chance to leapfrog established luxury brands, like Acura.

GALLERY: 2011 Hyundai Equus

Hyundai continues to shake up perceptions of what a Korean automaker can be, announcing today that it will offer its flagship Equus sedan in the U.S. starting next year.

The Equus is based on the same architecture as the Genesis, but is noticeably larger. Hyundai intends that it will compete with the world’s premiere luxury saloons including the BMW 7 Series, Mercedes S-Class and Lexus LS.

“We showed the car at the New York Auto Show earlier this year, and the response was fantastic,” says John Krafcik, Hyundai Motor America president and CEO. “Since then, we’ve had a fleet traveling around the country, capturing input from our dealers and consumers. Here, too, the response was extraordinarily positive, and similar to the market reaction to the award-winning Genesis, so we’ve decided to bring it to the U.S.”

And as though showcasing the car at the New York Auto Show wasn’t enough of a shock to the traditionalists, Hyundai will again display the vehicle this weekend at the ultra-prestigious Pebble Beach Concours d’Elegance.

Hyundai has yet to release specifications on the new model, but it’s certain to be offered with the company’s 375hp 4.6-liter V8. Recently we reported that the Korean automaker has also developed a 5.0-liter V8 engine as well, and there is a strong possibility that powerplant could be offered in North America.

Hyundai is also undecided on whether or not its flagship will keep it’s Korean-market name, indicating that the Equus badge may be dropped in favor of a more U.S.-friendly name.

GALLERY: 2011 Hyundai Equus

Official release after the jump:

HYUNDAI TO SELL Its flagship SEDAN IN U.S.

Crafted to rival Mercedes, BMW, Lexus and the world’s most prestigious luxury automobiles, marking another step in Hyundai’s growth as a leading brand

PEBBLE BEACH, Calif., August 12, 2009 – Hyundai is shaking things up at the annual Pebble Beach Concours d’Elegance by announcing its intention to launch its most premium luxury sedan in the U.S. next year.

Hyundai’s flagship, badged as the Equus in the Korean market, will be on display and on the roads surrounding the annual gathering of collectible classic luxury automobiles throughout the week, giving attendees a glimpse of the company’s most prestigious model.

“We showed the car at the New York Auto Show earlier this year, and the response was fantastic,” says John Krafcik, Hyundai Motor America president and CEO. “Since then, we’ve had a fleet travelling around the country, capturing input from our dealers and consumers. Here, too, the response was extraordinarily positive, and similar to the market reaction to the award-winning Genesis, so we’ve decided to bring it to the U.S.”

Hyundai’s flagship sedan, developed under the codename “VI,” launched this year in Korea. The Equus nameplate used there has adorned the company’s flagship model for 10 years, where it enjoys a reputation for quality and luxury in a place where Japanese and European luxury marques such as Lexus, BMW and Mercedes are coveted.

Here in the U.S., the runaway success of the 2009 Hyundai Genesis, which has garnered worldwide critical acclaim and remarkable sales success, gave Hyundai reason to consider expanding its brand further into the upper echelon of automotive luxury. But it was dealer and consumer response to a summer-long tour that saw Equus sedans visiting Hyundai showrooms across the country that solidified the decision.

DETAILS OF U.S. PLANS TO COME

Hyundai’s new flagship sedan is built on Hyundai’s all-new, innovative, premium rear-wheel-drive architecture, shared with the North American Car of the Year Genesis sedan and the performance-focused Genesis Coupe.

The new sedan will be sold in the U.S. beginning in late 2010. Pricing, packaging, specifications, and the final name of the car for the U.S. market will be announced closer to launch.

Hyundai will bring its top-level Equus luxury sedan to North America next summer. While buyers of German luxury sedans like the BMW 7 Series and Mercedes S-Class aren’t likely to buy Korean (not yet anyway), Hyundai thinks it will attract enough Lexus LS buyers to make the Equus a viable business plan.

According to a company insider the Equus, which is based on the Genesis platform, will come equipped exclusively with the company’s 375-hp 4.6-liter V8 engine. Pricing is expected to be just below the $60,000 mark – $5,000 less than the Lexus.

In comparison, a fully-loaded Genesis sedan costs about $43,000.

Currently the Equus is one sale in Korean with pricing ranging anywhere from $50,000 to $81,000.

Hyundai had the Equus on display at the New York Auto Show this year to see what sort of interest there was in the car. The reactions must have been positive because not long afterward the Korean automaker announced that it would bring 100 models to the U.S. for dealers to show off. Some of those models are equipped with such luxurious amenities as tilting rear seats with massages and LCD screens mounted in the headrests.

Hyundai has already surprised the luxury segment with the mid-level Genesis luxury sedan, but the question remains whether it can take on the top-tier cars or if the Equus will be the next VW Phaeton.

[Source: Autoweek]