As anyone who lives in South Korea knows, the car in question is the Equus, long a status symbol for high-ranking executives and the nouveau-riche in the ROK who didn't want to attract negative attention by buying a Lexus or a BMW (though that stigma has been eroding fast).
Frankly, I'm a bit skeptical about this move unless all the due diligence that went into the Hyundai Genesis is also being done with the Equus. At least they're giving themselves time to get it done right:
Hyundai or Lexus or Audi? That’s a question that Hyundai wants consumers to ask next year if they are in the market for a premium luxury sedan.Word is that they're not going to call it an Equus. Such a name might bring people to Hyundai showrooms expecting to see Harry Potter and his lady friend Joanna Christie naked and doing the nasty in a stable.
The Korean automaker announced Wednesday that it would bring its flagship premium sedan to the United States. Now available in Korea, where it is badged as the Equus, the sedan made a surprise showing at the New York Auto Show in April, where “the response was fantastic,” said John Krafcik, Hyundai Motor America’s president and chief executive.
“Since then, we’ve had a fleet traveling around the country, capturing input from our dealers and consumers,” he added in a news release. “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.”