My Two Dents on Hyundai's Lexus LS Rival, the Equus

Two words I never would have expected to hear in the same sentence five years ago: Hyundai and luxury. In fact, I would have thought you were a little confused. Well, I guess that's egg on my face. Over the past few years the little Korean automaker-that-could has been turning itself into a powerhouse brand with impressive quality, price points, design, engineering, and performance. The automaker whose dealerships I tried to avoid like the plague only a short time ago now has a lineup that has me wanting to take a second look.

First came the Genesis, a lux-ish sedan that provides a V8 and rear-wheel drive to compete with the big boys from Germany and Japan while undercutting their prices by a wide margin. Then, hot on the Genesis sedan's tail came the Genesis Coupe with its 2.0-liter turbo four or big 300HP+ V6, again offering performance by mating both to a 6-speed stick and RWD.

Finally, just this week in New York Hyundai had their new home-market flagship on the podium, the new Mercedes S-Class sized Equus sedan, you know, just for show (yeah right). No doubt if reactions are good they'll be bringing this puppy across the Pacific to start recruiting Mercedes and Lexus buyers. If prices for the six-cylinder were really to start in the 40k's as rumors suggest, I can imagine a loaded model with the V8 would still come in under most competitors' prices.

I'm not quite sure where Hyundai got the nerve and the skills to leapfrog some of Japan's best attempts at top tier status (Acura and Infiniti, for example), but boldly bearing down on Lexus and Mercedes has definitely gotten consumers' attention. Never in a million years would I have thought that serious people would be comparing Hyundai with manufacturers from the inner circle of luxury.

From the looks of it, the Equus is just the next stage in Hyundai's grand scheme to show people the Japanese aren't the only Asian automotive force to be reckoned with. Having seen its flagship, now I'm (I can't believe I'm saying this) eagerly anticipating the Tiburon's replacement. Mercedes and Lexus, watch your backs. It's looking more and more like Hyundai will be a real contender in the years to come.

source: http://carscoop.blogspot.com

By Phil Alex

Phil Alex was born in Rhode Island in 1985, yet for reasons unbeknownst to him moved to South Carolina. He graduated with degrees in Finance and German from Wofford College in 2007 and has had a strange obsession with cars and travel since he was a wee lad. He currently resides a stone's throw from Japan's international airport in Narita. All of this can be seen on Facebook, so check it out. He makes no apologies for his articles and welcomes all feedback, as long as it is adamantly worded.

Hyundai's Tres-Chic Genesis by Prada officially revealed

These are the first official photographs of the new 'Genesis Prada' that will make its world debut at the Seoul Motor Show on April 2. Created by the Korean automaker in partnership with Italian luxury goods maker Prada, the special edition Genesis will be built in a mere three examples, with one car remaining with Hyundai while the other two cars will be auctioned for charity with all income donated to an institution which will be announced at a later stage.

So what makes the Prada edition stand out from the rest of the Genesis range? Well, on the outside Prada's designers chose a matte metallic midnight blue finish combined with metal parts in titanium. Furthermore, the dark matte plated gold replaces the existing shining chrome for the radiator grill, the emblem, and the outer handles while the Genesis also gets a neat set of 20-inch alloy wheels and an outer antenna with edge shape, all designed by Prada's stylists.

For the interior, the Italian fashionistas dressed the dashboard and the upholstery in "saffiano" leather while Hyundai claims that a new special technology was applied to all gold plated details and all wood grain parts - whatever that means.

Source: Hyundai , Via: Hyundai-blog