Last year, when Hyundai moved upscale with its Genesis luxury sedan, the question was: would anyone pay about $38,000 for a South Korean car? The answer was “yes.”
This fall, Hyundai is upping the ante again, with its $50,000+ full-sized Equus ultra-luxury sedan. Whereas the Genesis was designed to compete with cars such as the BMW 5 Series and the Mercedes-Benz E-Class (as well as less expensive competitors such as the Acura TL and RL and Lexus ES and GS), for roughly $15,000 less, the Equus is designed to compete with those companies’ flagship luxury cars, the BMW 7-series, Mercedes-Benz S-class, and Lexus LS.
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