This summer, the South Korean automaker plans to ship 100 Equus luxury sedans to U.S. dealerships to quietly gauge what American customers think about the model. Equus also was displayed at the New York International Auto Show last month simply to gauge reaction. "We have modest expectations," Gadacz said.
Hyundai sold 6,021 Genesis sedans this year through April, Autodata says. Prices ranged from $32,250 for a V-6-powered version to about $42,000 for a fully loaded V-8 model. To lure luxury buyers, Hyundai is discreet about where its logos appear on the Genesis. Buyers so far have included those moving over from entry-level Lexus or BMW 3 Series, as well as those trading in Toyota Avalons or other large non-luxury sedans, says Art Spinella of CNW Marketing Research.
Will they sell the 100 cars and will they continue bringing more in after the test?
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