Despite its success, Hyundai continues to invest in design and to create a luxurious feel

Article by Christian A., on April 11, 2012

Hyundai has achieved a lot in the past years and has outpaced most of its rivals but even so, it is continuing to invest on its design and to give its brand a luxurious feel. One of its strategies is to send off a group of its dealers to find out first-hand just what makes premium service brands successful. Hyundai then seeks to apply this type of pampering to its cars and its services.

It wants to totally eradicate its reputation of producing low-quality vehicles. There was a time when its Accent sub-compact was named the "Accident" and “Tragic” was how people called its boxy Trajet 7-seater.

When Hyundai began producing cars about 40 years ago, it had to borrow designs and engines as well as suspension and transmission technology. Hyundai and affiliate Kia Motors are now outperforming the market even during the economic crisis that had hurt the auto industry. They were able to do this by producing models that are both stylish and affordable and offering risky promotions.

Its cheaper currency also helped. However, customers are still not agreeable to paying higher just because it’s a Hyundai. This means that profit growth can’t be guaranteed and so now, the company is being cautious with its capacity level and new product launches.

In a Reuters’ interview, Sean Kim, senior vice president of Hyundai's domestic marketing group, said that the automaker wants to be regarded like Apple's iPhone instead of Samsung's Galaxy, explaining that these two offer various levels of customer satisfaction.

Hyundai promised that after the Genesis, other segments would offer products that would leverage its rear-wheel drive design. The third of this is the Equus, which has elongated the Genesis structure. It is 7.2 inches longer (203.1 inches vs. 195.9 inches) than the Genesis. Boasting an exceptional 52/48 front to rear weight distribution, the Hyundai Equus has excellent handling with more sophisticated steering.

Interior noise levels are lower with improved handling and ride through the Equus’ firm and light body. Crucial areas of the unibody employ high-tensile steel, giving the Hyundai Equus significantly more dynamic torsional rigidity and a lower body structure weight, while still having an extremely roomy interior.


The spotlight of the Equus capability is Hyundai's Tau 4.6-liter V8 engine, a two-time Ward's 10 Best Engine winner, combined with a ZF 6-speed automatic transmission with SHIFTRONIC manual control. The Tau V8 brings an estimated 385 horsepower and 333 lb-ft of torque (378 horsepower and 324 lb-ft using regular fuel) to meet luxury consumer demands. This powertrain combination allows the Equus to reach 60 miles per hour in less than 6.4 seconds. On premium fuel, the Tau V8 produces more horsepower than those (and about the same on regular) in the Audi A8, Lexus LS 460, and Mercedes-Benz S550.


The Hyundai Equus’ design is attractive and very easy on the eyes. The progressive rear-end sports strong shoulders and bold taillights for a complete precision look. This is also achieved with fully-integrated asymmetrical exhaust tips and rear LED turn signal indicators. The refined side silhouette has character lines accenting the rear fenders. In the front are an understated horizontal radiator grille and jewelled-detailed proportioned headlamps.

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