First Impressions

In the latest effort to cement its reputation as a premium brand comes the 2011 Hyundai Equus.

Larger than the well-regarded Genesis sedan, the Equus has its sights set on flagship four-doors from Mercedes, BMW, and Audi. Equus will attempt to lure buyers with a plethora of bells and whistles at a much more affordable price point.

But its plain-jane looks may hinder those efforts. Equus lacks the elements of head-turning exclusivity and edge that Euro-luxury brands commonly enjoy.

Equus attempts to make up for that with standard features like a massaging driver’s seat and a 17-speaker premium sound system.

With two trims, Signature and Ultimate, fit and finish, and the quality of materials are top-notch.

“News of the Equus has certainly caught some attention, but whether Hyundai can pull off a value-oriented luxury car of this proportion is yet to be seen.  In fact, some believe Hyundai has placed itself in a segment it does not belong in.” – Yolanda Vazquez

The Equus is based on the Genesis sedan platform, and is powered by the same 4.6-liter V8, good here for 385 horsepower.  Power and response are sufficient but not extraordinary.

On the other hand, the cabin is extremely quiet at highway speeds, and the air suspension delivers a very smooth ride. However, the Equus is not much of a driver’s car, lacking the cornering precision so long a hallmark of its rivals.

Still, from a pure luxury standpoint, the Equus offers unparalleled value, with prices starting under $60,000 when it goes on sale here this fall.