, of all companies, delved into the luxury market with the Genesis
, it offered a compelling package: a competitor to established luxury marques from Japan and Germany with a price tag that significantly undercut them all. The success of the Genesis program prompted Hyundai to bring in their top-of-the-line Equus
luxury sedan, previously offered only in its Korean home market, but now ready to challenge the likes of Mercedes-Benz
for the coveted American luxury market.
Hyundai has now announced US pricing for its flagship model: the Signature trim level comes in at $58,000. The premier Equus Ultimate, meanwhile, tricks out the rear cabin with reclining seats, an entertainment system, refrigerator and power headrests, all for $64,500. Which may seem like a lot for a Hyundai, but undercuts its rivals' pricing significantly.
Authorized dealerships will get specially-trained agents, customers will get a Genesis to drive while their car is in service (with no-cost maintenance for 5 years/60,000 miles) and an Apple iPad loaded with the owner's manual. Deliveries begin in December.