[Timpo]

Hyundai Rolls Out Luxurious Equus By Hermès Study
BY VIKNESH VIJAYENTHIRAN

Pictured here is the Hyundai Equus by Hermès concept car presented by the Korean automaker at the 2013 Seoul Motor Show last week.

Hermès is a high-end fashion label that in the past has been connected with brands such as Bugatti and even Smart, and soon we could be adding Hyundai to that list.

Unlike Hyundai’s previous collaboration with fashion label Prada, which saw the launch of the well-appointed Hyundai Genesis Prada back in 2011, the new Equus developed with Hermès is not yet confirmed for production.

However, given the strong reception received by the concept in the Korean capital last week, we could very well see a production version launched shortly.

Hyundai, which has just unveiled an updated 2014 Equus sedan, says the Equus by Hermès is meant to help further elevate the standing of the brand’s flagship in the luxury world. Hyundai is also keen to show that it’s equally at home building opulent interiors for luxury models as it is building interiors for more affordable cars.

Based on the long-wheelbase version of the Equus, the new concept combines the practical interior of the Hyundai flagship with the signature brown and orange hues of Hermès. In particular, the leather trim has been made to resemble the famous Birkin bags from Hermès, which retail for more than $9,000.

The concept was developed at Hyundai’s R&D center in Korea, with an outside firm, Horizon, a design subsidiary of Hermès, helping with the styling and hand-crafted aspects of the interior.


http://images.thecarconnection.com/lrg/hyundai-equus-by-herms-concept-2013-seoul-motor-show_100424311_l.jpg
http://images.thecarconnection.com/lrg/hyundai-equus-by-herms-concept-2013-seoul-motor-show_100424312_l.jpg
http://images.thecarconnection.com/lrg/hyundai-equus-by-herms-concept-2013-seoul-motor-show_100424309_l.jpg
http://images.thecarconnection.com/lrg/hyundai-equus-by-herms-concept-2013-seoul-motor-show_100424310_l.jpg
http://images.thecarconnection.com/lrg/hyundai-equus-by-herms-concept-2013-seoul-motor-show_100424308_l.jpg
http://images.thecarconnection.com/lrg/hyundai-equus-by-herms-concept-2013-seoul-motor-show_100424307_l.jpg

[nabs]

:notbad:

but still a Hyundaii :okay: don't know why anyone would want to spend that much on a Hyundai. Did they get a great response with the first gen Equus?

[VRYALT3R3D]

A Korean made luxury car or a German made Mercedes/BMW.

Seems like a no-brainer to me.

[Manic!]

A Korean made luxury car or a German made Mercedes/BMW.

Seems like a no-brainer to me.

But whats the price difference.

[BBMme]

I like Hermes=p

[VRYALT3R3D]

But whats the price difference.

It doesn't matter. Most people who can afford the S-Class are clearly not hung up on the high price tag.

[shenmecar]

DAT LEATHER

[joeli27]

the 2 girls included?

[Manic!]

It doesn't matter. Most people who can afford the S-Class are clearly not hung up on the high price tag.

What if they cant afford a S-Class and Mercedes quality has been going down hill.

[VRYALT3R3D]

What if they cant afford a S-Class and Mercedes quality has been going down hill.

My point is, I don't think the Equus is going to lure S-Class and 7-series buyers away.

The Hyundai Equus only had 6 sales in Canada for 2013 so far.

Compared to other cars in its segment, it isn't exactly selling remotely well:
Audi A7 - 79
Cadillac XTS -112
Lincoln MKS - 71
Mercedes-Benz S-Class - 51.
BMW 7-Series - 24

[Manic!]

My point is, I don't think the Equus is going to lure S-Class and 7-series buyers away.

The Hyundai Equus only had 6 sales in Canada for 2013 so far.

Compared to other cars in its segment, it isn't exactly selling remotely well:
Audi A7 - 79
Cadillac XTS -112
Lincoln MKS - 71
Mercedes-Benz S-Class - 51.
BMW 7-Series - 24

You have to start somewhere.

[radioman]

^my thoughts exactly

And for price equus fully loaded starts at 74k while 750i starts at 112k.

That is a significant price gap and I dont agree with you that the price doesn't matters for people who are looking for this type of car.

[VRYALT3R3D]

You have to start somewhere.

Hyundai Equus
Canadian Sales
2010--0
2011 --116
2012-- 116
2013 YTD --6

I think it looks super ugly anyways.

The Equus is obviously a car made for getting chauffeured in. It isn't exactly a status symbol. I think most people who want to be chauffeured would choose something else. It has a shit ton of features though.

[nabs]

They must have lowered the price significantly since I quoted one up at the dealership. It came out to about 90k fully loaded back in 2011.

^my thoughts exactly

And for price equus fully loaded starts at 74k while 750i starts at 112k.

That is a significant price gap and I dont agree with you that the price doesn't matters for people who are looking for this type of car.

[dinamix]

Hermes and hyundai should never ever be mentioned in the same sentence
Posted via RS Mobile

[Vale46Rossi]

I don't even understand this, at least the price this would be.

Hermès Birkin with Crocodile leather is upwards of $30k+

They are using the same leather in the door panel.

I would assume this has to be stupid expensive.....

[twitchyzero]

The Equus is obviously a car made for getting chauffeured in. It isn't exactly a status symbol. I think most people who want to be chauffeured would choose something else. It has a shit ton of features though.

I'll never make enough money in my lifetime to get my ass chauffeured around

But being filthy rich aside from some Asian cultures probably doesn't value status symbol as much as one may think...I'm assuming butt fuck amount of features, aesthetics, luxury and comfort is more important than a car brand reputation and how much horsepower is under the hood.

Are there many people that dismiss the Lexus LS as a premium luxury car because it's not European? LIke someone else said, they gotta start somewhere. I'd say they are doing a good damn job coming from these tin can boxes just a decade ago.

http://static.cargurus.com/images/site/2007/12/24/17/24/1998_hyundai_accent_4_dr_gl_sedan-pic-25538.jpeg
http://static.howstuffworks.com/gif/autoreview/400x266/2000-Hyundai-Tiburon-00803051990001.jpg

[AVS_Racing]

its not bad. I wouldn't mind having one.

[flagella]

oh the the amount of plastic on those faces

[Lomac]

http://theaccountantmarketer.com/wp-content/uploads/2012/12/hermes-conrad.jpg

[AW607]

Hyundai really has come a long way from, say, five to ten years ago. I can tell they are trying to get themselves out of the cheap plastic carmaker image from way back, and now they're pretty much on par with other major car brands in terms of reliability and practicality.

People would say "but in the end, it's still a Hyundai", but now I can comfortably say I would consider buying a Hyundai if I'm ever in the market for a new vehicle

[Gridlock]

This makes total sense for them. The incremental cost to have someone, anyone-Hermes in this case dump a fancy interior into a couple of cars as prototypes, and a few more if you actually get orders is nothing.

And Hyundai gets to take photos of it and say, "look what we can do", and it slowly starts to change the perception of them as a cheapy car maker to a pimpy one.

Just sell them to rich Koreans alone, ones that are going to take more pride in a homemade sedan than a European one. Done.

It's the same reason that car makers will lose money on the high end cars, or break even...it changes the perception of the brand.

"Oh! I LOVE nissan...the GTR is amazing. I'll take a Versa" I now drive a car from the maker of the GTR.

[Nlkko]

It looks great. Would drive it. Only losers buy brand name anything for social status.
Posted via RS Mobile

[Lomac]

This makes total sense for them. The incremental cost to have someone, anyone-Hermes in this case dump a fancy interior into a couple of cars as prototypes, and a few more if you actually get orders is nothing.

And Hyundai gets to take photos of it and say, "look what we can do", and it slowly starts to change the perception of them as a cheapy car maker to a pimpy one.

Just sell them to rich Koreans alone, ones that are going to take more pride in a homemade sedan than a European one. Done.

It's the same reason that car makers will lose money on the high end cars, or break even...it changes the perception of the brand.

"Oh! I LOVE nissan...the GTR is amazing. I'll take a Versa" I now drive a car from the maker of the GTR.

That's exactly the reasoning behind halo cars. Sure, they may be huge money losses (Veyron, LFA, etc), but they get people excited and talking about the brand.

[Timpo]

That's exactly the reasoning behind halo cars. Sure, they may be huge money losses (Veyron, LFA, etc), but they get people excited and talking about the brand.

ok LFA, GT-R, ZR-1, Viper, they all make sense.

But Veyron? :suspicious:

Bugatti only have Veyron in their lineup. It's not like how Nissan might be able to sell more Versas and Altimas because of GT-R.
Unless they're trying to sell normal Veyrons because of Veyron SS.

[Happy]

Looks like a knockoff of a maybach

[Lomac]

ok LFA, GT-R, ZR-1, Viper, they all make sense.

But Veyron? :suspicious:

Bugatti only have Veyron in their lineup. It's not like how Nissan might be able to sell more Versas and Altimas because of GT-R.
Unless they're trying to sell normal Veyrons because of Veyron SS.

I'd say the Bugatti brand is a halo company for Volkswagen Auto Group as a whole.

[Timpo]

I'd say the Bugatti brand is a halo company for Volkswagen Auto Group as a whole.

That's fucking stupid.

Ok go ask those VW Beetle and Passat owners and see how many of them bought their cars because of Veyron.
More importantly, how many of them knew the Veyron was made by VW.

[yray]

^I bought my beetle because it has lambo+veryron+ RSline + R + Porsche dna in it...

WTF are you talking about? :troll:

[tofu1413]

i think hyundai has gotten too far with their brand name alone.

if they want to start a line of premium cars, should run a new name... like name the new brand Genesis or something.

Currently, Hyundai is pulling off what VW tried to do a few years back: all these super premium cars, but still had the VW badge on them. The Equus is basically what the Phaeton was doing a few years back.

To most common consumers, Hyundai is more of a "value" oriented brand...

[Timpo]

i think hyundai has gotten too far with their brand name alone.

if they want to start a line of premium cars, should run a new name... like name the new brand Genesis or something.

Currently, Hyundai is pulling off what VW tried to do a few years back: all these super premium cars, but still had the VW badge on them. The Equus is basically what the Phaeton was doing a few years back.

To most common consumers, Hyundai is more of a "value" oriented brand...
This is true, but look at Honda...

http://www.powerequipmenttrade.com/petwpress/wp-content/uploads/2010/06/HRX217K2VKA_left.jpg
http://www.theautochannel.com/news/2011/12/22/019093-honda-aircraft-achieves-first-flight-third-faa-conforming-hondajet.1-lg.jpg

[Timpo]

^ oh but I guess they have Acura

shit :fullofwin:

[radioman]

i think hyundai has gotten too far with their brand name alone.

if they want to start a line of premium cars, should run a new name... like name the new brand Genesis or something.

Currently, Hyundai is pulling off what VW tried to do a few years back: all these super premium cars, but still had the VW badge on them. The Equus is basically what the Phaeton was doing a few years back.

To most common consumers, Hyundai is more of a "value" oriented brand...

I'm not sure why they decided not to launch the genesis name back in 2008?? Not sure the exact date but thats when the genesis sedan came out if I recall correctly.

Maybe it has to do with the cost in launching a new brand name. I'm sure it will happen down the road but when I look at the equus im not even sure it has any hyundai branding on it.

[Graeme S]

I'm not sure why they decided not to launch the genesis name back in 2008?? Not sure the exact date but thats when the genesis sedan came out if I recall correctly.

Maybe it has to do with the cost in launching a new brand name. I'm sure it will happen down the road but when I look at the equus im not even sure it has any hyundai branding on it.
My guess is the difficulty in opening new dealerships. I mean, if you're going to spin off a new brand, you need new locations. What's the point in having the Hyundai brand and the Genesis brand if you go into the same dealership location to buy both?

[radioman]

Ya also having only maybe 2-3 models in the line up? Won't work for a while.

Scion shares dealership space with toyota but thats the opposite of a luxury brand right? They were meant to be affordable cars targeted at youth. Luxury brand would need its own space.

[Timpo]

Scion shares dealership space with toyota but thats the opposite of a luxury brand right?
That's totally fine.

Last time I remember GM was selling Chevy, Pontiac, Cadillac, GMC and Buick all in one place.

[Graeme S]

That's totally fine.

Last time I remember GM was selling Chevy, Pontiac, Cadillac, GMC and Buick all in one place.
Yes, and we've all seen the amazing leaps and bounds that GM business has made over the last two decades.

[tofu1413]

yes, the cost.

marketing too! then you have to set up dealerships, training... all the sorts.

[twitchyzero]

Ya also having only maybe 2-3 models in the line up? Won't work for a while.



What are they gonna do...put chrome on the Santa Fe and Elantra and make leather seats standard?

looks at the MDX/Pilot and Civic/CSX :ilied:

[Timpo]

Ya also having only maybe 2-3 models in the line up? Won't work for a while.
That's totally fine. Lambo has only 2, Gallardo and Aventador.
Bugatti has only 1...Pagani has only 2, etc.

Acura only had 2 models when they started in 1986.

Acura Legend
http://www.cartype.com/pics/8300/full/acura_legend_86.jpg

Acura Integra
http://strumors.automobilemag.com/files/2011/03/1986-Acura-Integra-623x389.jpg

same as Lexus, they only had 2 models

Lexus LS400
http://2000gt.net/Lexus/LexusLS400_89.jpg

Lexus ES250
http://images.thetruthaboutcars.com/2010/06/90LexusES250.jpg

and Infiniti...they only had 2 models

Infiniti Q45
http://files.conceptcarz.com/img/Infiniti/1990-Infiniti-Q45-Sedan-Image-04-1680.jpg

Infiniti M30
http://www.curbsideclassic.com/wp-content/uploads/2011/07/infiniti_m30firstpic2.jpg

[Graeme S]

Yes, Timpo. Because the expectations of the car-buying public now are exactly the same as in the mid-to-late eighties and early nineties.


Perhaps you haven't noticed, but it's been nearly thirty years? Markets change.

[Timpo]

Yes, Timpo. Because the expectations of the car-buying public now are exactly the same as in the mid-to-late eighties and early nineties.


Perhaps you haven't noticed, but it's been nearly thirty years? Markets change.

So you're saying that if they only start with 2 lineups they won't succeed in this day?:suspicious:

Then maybe add one. Equus, Azera and Santa Fe to start with.
http://autopulse.files.wordpress.com/2013/01/2013-hyundai-azera-front-side-bronze-mist-metallic.jpg
http://carinpicture.com/wp-content/uploads/2012/01/Hyundai-Equus-Limousine-2010-Photo-01.jpg
http://images.evolio.ca/common/gallery/flash/hyundai/santafe_xl/imgex_01.jpg

and maybe this Genesis Coupe V8 concept?
http://www.autoguide.com/gallery/gallery.php/d/441224-3/IMG_0208.JPG

[jakers]

From everything I've heard about the car it is known that it is made for the MSRP. The materials aren't as high quality as other brands and things just feel slapped together. For myself it's not the fact that it's not a German made car as I'd rather take a Lexus or any other established car over this. Basically, from my experience and what I've read, Hyundai's just feel cheap, however they are much, much better than what they used to be.

[Spectre_Cdn]

I'm liking the discussion in this thread. Please keep it coming :thumbs:



On another note, I thought that V8 Gen coupe was kT's car at first glance. Must have been the yellow fogs.

[Graeme S]

The days of the upscale-rebadge are dying, albeit more slowly in some badges than others. People are starting to do their research and saying "okay, so these two cars are the same, why would I pay for the luxury one when the fully loaded budget-badge equivalent is just as equipped and $10k cheaper?"

The point of a brand expansion is to build the brand, not to cannibalize existing sales. Let's say that the Santa Fe and the Azera leave Hyundai and go to Genesis as a brand--now people won't respect Genesis as a brand and instead will see it as another Hyundai. Hyundai doesn't need that; they already get that from Kia (also owned by Hundai, in case you weren't aware).

[bcrdukes]

haha I wonder if the sales figures will overcome those of the VW Phaeton. Man, that thing was an absolute piece of shit. :fuckthatshit:

[inv4zn]

I've been in one of these in Korea and there's something you guys are misunderstanding about the car.

It was released in Korea only as a 7-series/S-class rival because back in Korea, the S/7 are much more expensive than they are here. "Import" cars also have higher tariffs, etc, and that's why the Equus was attractive. In reality there are quite a lot of them in Korea.

Now, their decision to try and move the car outside the country, you guys have to give Hyundai executives some credit. They are not idiots. They know very well that the target demographic is very different, and that the car may be a flop.

In my opinion, it's not a S/7 rival here in North America. The people who buy cars as status symbols, will NOT consider the Equus at all when shopping for a car, because it's a Hyundai. And yes, compared to the S/7, it does definitely feel cheap.

However, for people shopping for a car for its features/price ratio, it's a very attractive car. If there are no long-term quality issues, and if the name-brand value wasn't of concern to me, if I was looking at a 5 series or an E-class, I'd definitely consider this, considering the extras.

The debate here is good, but I really wish you'd give some credit to Hyundai. I think everyone here has to agree that they have come leaps and bounds from where they used to be, and the fact that they are trying new things and even *gasp* leading the market in areas where Honda/Toyota have become complacent is indisputable.

The whole Hermes thing is a gimmick, yes. But neither Hyundai nor Hermes is run by people who don't know what they're doing.

[Timpo]

I think Equus isn't too bad for the price...

Hyundai Equus
$64,449-$71,990

Lexus LS
$82,950-$131,200

BMW 7 Series
$106,600-$189,100

Mercedes-Benz S Class
$109,900-$236,100

[tofu1413]

I've been in one of these in Korea and there's something you guys are misunderstanding about the car.

It was released in Korea only as a 7-series/S-class rival because back in Korea, the S/7 are much more expensive than they are here. "Import" cars also have higher tariffs, etc, and that's why the Equus was attractive. In reality there are quite a lot of them in Korea.

Now, their decision to try and move the car outside the country, you guys have to give Hyundai executives some credit. They are not idiots. They know very well that the target demographic is very different, and that the car may be a flop.

In my opinion, it's not a S/7 rival here in North America. The people who buy cars as status symbols, will NOT consider the Equus at all when shopping for a car, because it's a Hyundai. And yes, compared to the S/7, it does definitely feel cheap.

However, for people shopping for a car for its features/price ratio, it's a very attractive car. If there are no long-term quality issues, and if the name-brand value wasn't of concern to me, if I was looking at a 5 series or an E-class, I'd definitely consider this, considering the extras.

The debate here is good, but I really wish you'd give some credit to Hyundai. I think everyone here has to agree that they have come leaps and bounds from where they used to be, and the fact that they are trying new things and even *gasp* leading the market in areas where Honda/Toyota have become complacent is indisputable.

The whole Hermes thing is a gimmick, yes. But neither Hyundai nor Hermes is run by people who don't know what they're doing.

true. if the buyer does oversee the hyundai badge... (although most people shopping in that class cant.. they buy cars just because of the brand) they would love the 5 series pricing for the 7 series content and size!

I heard a Genesis Sedan spec R drive by.. and my god it had a great exhaust note. :sweetjesus:

The Hyundai brand lacks the prestige that the German premium automakers have. I mean, their $70,000 Genesis shares the same showroom and delivery bay as a $12,000 Accent.... (accent is quite nice for the money imo..)

They are trying to cover too broad of a target audience for their brand! with the focus on everything at everything price point, they would lose focus on their cars eventually and would slip in overall quality.

The Germans right now are going the opposite direction... cheaper and cheaper.. A damn B class starts at $29,995! a matter of a few years before they do $3500 incentives and make the price even lower.

Its all about profit nowadays, manufacturers dont seem to even care about their brand image anymore and have seem to have lost their main focus on products.

[Timpo]

The Germans right now are going the opposite direction... cheaper and cheaper.. A damn B class starts at $29,995! a matter of a few years before they do $3500 incentives and make the price even lower.

Because you can't sell expensive cars in this economy!
Yea Germans are offering cheap cars nowadays.

BMW 1 series
http://2.bp.blogspot.com/-g2dGktanw9g/TVQ99WYs7LI/AAAAAAAAAKk/o0xKnjRlPMw/s1600/bmw-1-series-1.jpg.jpeg

Mercedes-Benz A Class
http://cdn.pocket-lint.com/images/JnDP/mercedes-a-class-2013-pictures-and-hands-on-0.jpg?20121119-210400

Audi A1
http://images.thecarconnection.com/lrg/2011-audi-a1-s-line_100307631_l.jpg

[Timpo]

They are trying to cover too broad of a target audience for their brand! with the focus on everything at everything price point, they would lose focus on their cars eventually and would slip in overall quality.

Just like Chevrolet.

Chevrolet Spark
$11,845
http://lasorsachevrolet.files.wordpress.com/2012/05/2013-chevrolet-spark-wallpaper-1.jpg

Chevrolet Corvette ZR-1
$129,420
http://www.totalcarscore.com/data/assets/tcs_images/xlarge/2013_chevrolet_corvette_zr1_coupe_f3q_4.jpg

[radioman]

As for their lineup it would have been genesis sedan, equus, and a genesis coupe that back in 2010 would look a lot more like the 2013 in quality than the debut model.

And then some random suv.

Anyways I like where hyundai is going and , when they release their planned sports luxury sedan hnd7 concept I believe then the time to rebrand would be there with new models of genesis sedan and coupe to follow

[Lomac]

That's fucking stupid.

Ok go ask those VW Beetle and Passat owners and see how many of them bought their cars because of Veyron.
More importantly, how many of them knew the Veyron was made by VW.

Oh I'm sure your typical Beetle or Polo owner doesn't know Volkswagen owns Bugatti. But the point is that Bugatti is sort of a technological platform for VAG. It shows to the rest of the automotive world (read: companies) what they're capable of creating. No, that technology will never make it's way into a Golf but I'm positive that certain aspects of the Bugatti will eventually make their way into the other brands they own (Lambo, Audi, Bentley, etc).

If you want a more realistic halo car by VW, look at the Phaeton. Sure, it looks boring as hell but there were so many technological advances in creating it that they found their way into the Audi and Bentley divisions. It was an S-class for the slightly more well-off middle class.

[Akinari]

Timpo's obsession with posting lists of cars with images to go along with every one of them is starting to get on my nerves...

[Sweet2L]

BALLIN