02 October 2009 - 09:00
Equus horribilis
If the best way to generate column inches about your latest product is to brag about how expensive it is, alarm bells should be ringing.
Just launched in Korea and mercifully unlikely to make it to the UK, this is the long-wheelbase Hyundai Equus, a luxury barge that hopes to challenge the likes of the BMW 7-Series and Mercedes S-Class. And one that our cabbage-chomping chums are very keen to tell us will cost a horrifying £70,000. Up to £80,000, they gleefully announce, if you order all the toys.
The Equus has a 395bhp, 5.0-litre V8 to haul its vast bulk around and features a world first: a powered footrest. Super.
They've also made a bullet-proof version and given the Korean president three. Just in case.
If you feel the urge to cough up the sort of money that would get you a W12 Audi A8 on a car you will have to get specially imported and that is going to depreciate faster than Roman Polanski's Oscar opportunities, order the armour, because we'll definitely have a shot at you.
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Ambitious but rubbish.
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If you buy one you are an idiot, but you will have a verry rare car (the only one in the country :P ).
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now why wouldn't you buy the 7-series? Or the S-class? Because its too expensive? What about this then?
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It depends on the luxury. The only reason why you MIGHT buy this car over an S-class or a 7-series is because it's somehow better in terms of interior or goodies than the german rivals. This being a Hyundai i really doubt it though. In fact i'll bet the dashboard is still going to be made of cheap plastic.
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70k£ for a hyundai? They'd have to pay ME 70k£ to drive any hyundai.
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If they did what Toyota Honda and Nissan did and made an all new luxo-badge (Lexus, Acura and Infiniti respectively), then they might sell some over here, but only to someone who prefers having something cheaper that's better equipped, and has also just won the lottery. But people will think £80,000 and then think "Hyundai". Bad one.
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is that fat north korean chap in charge of hyundai?he definitely could be.who in their right mind would pay that kind of money for a HYUNDAI?
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I feel rather sorry for the South Korean president now, poor bugger.
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what the hell get a bmw m3 instead or m5. this is a piece of junk
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just a longer s-class probably with worse quality
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It looks exactly like a merc S class. With a bit of Maybach.
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It's kinda similar to that VW phaeton joke isn't it: a company thats famous for cheap cars, now makes an £80,000 luxury sedan. unlike the the phaeton however, this hyandai will be horrible: 395 bhp in a car like that is about as relative as the 3 cylinder diesel in the accent. Maybe that's what the Equus is trying to be: an accent limo
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God almighty. Not again. First this Rolls Royce fake and now this. Just stop it Hyundai and Datsun and whatever you're called. Make cheap stuff but don't try on Jaguar or Audi
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it looks quite nice. classical and technical.
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Steady on there, chaps. It looks decent enough, for those who don't just buy the badge with a car accidentally attached to it. Okay, it's a Hyundai so it's rubbish to drive and rubbish to sit in, you don't want your friends to recognise you in it and you've just spent 70k you'll not see again anytime soon. But... well, I give up. It's rubbish alright. They even gave their president THREE cars, in the certain expectation of at least two of them breaking down. They may serve him well, though. As bunkers.
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certain brands of cars should stick at what they are good at. vw makes the golf, toyota makes the hilux, mercedes make luxury cars, bmw make luxury cars that have a sporty drive. hyundai should stick to the cheap crap cars and keep them out of the uk because they are visual pollution on our roads, the hyundai badge is a joke. and this big car is lower than a lexus for someone looking a car of this type the sclass is the only awnser. think about this in 10 years a mercedes even covered in dents and scratches is still a mercedes a lexus or hyundai covered in dents are just big scrapheaps they will never become future classics
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if it is bulletproof it makes it good target practice without destroying the car . LOL!
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gosh, is a hyundai? i thought it was a maybach. no one will want one to the point of buying it. it simply will not sell. hyaundai, dont bother.
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Funny thing about Korea...They don't like buying Korean cars. Honda is 2nd to Hyundai-Kia in Korea. That means they wouldn't buy pacific rim cars if the average Korean could afford not to.
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any of the car makers wants to climb up the food chain towards premium. I only can remember 2 success stories in the recent decades - Lexus in the US. It didn´t work so well in europe though. Audi made a decent job in all markets. Phaeton? nice try..... no image. You have to have at least a 20 years breath to enter the high end market. I see fresh wind coming from California with the Fisker Karma - great design, different, plugin Hybrid, although it will stay an exotic car. This one? They at least copied the right car the - S Class, I don´t see any Maybach though. I am not interested thank you, maybe in 20 years? Strange price strategy, no image, higher price???
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The only thing "horribilis" is this sad excuse of an automotive review article. I rather think this is a remarkable car. An honest look at this vehicle, perhaps by way of a test drive, would lend some credibility to this pathetic article. As it is, I would advise this ambitious car maker and their "cabbage-chomping chums" to indeed abstain from the UK market if the writer of this unfit piece would spare the rest of the world from his brand of uninformed rubbish. Cheerio.
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Those rear wheels look kind of lost... Anyway, I don't buy a car for the badge but for the car. If I would be in the market I would definitely consider this, IF it can compete, then why not? It's something very, very, very rare, which makes it very, very cool. Everyone drives a 7 series or S class, but a Equus? That being said I also preferred the Phaeton over the A8 etc., it's a better looking car, and it's not the obvious choice. Which is a good thing, to me.
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I don't really know why i'm posting this comment because i'm actually lost for words. Even as a marketing gimmick, it is absolutely stupid..................it's pathetic!
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Looks like a Maybach...
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What if it was only 45000 instead of 70000 ?
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70 grand for a Hyundai !?!?!? Who are they trying to kid ?
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Well...I think hyundai should make it go bankrupt then just dissapear because the cars they...are baisically RUBBISH
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no no no! give me an S-class anyday. this just looks a poor copy to try to get people fooled.
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Normally I like big, anonymous Eastern barges, but you could buy two Grandeurs for the price of one of these. Too far, Hyundai, too far.
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HAhahaAaHAAHAahaahaAHAHaa.........
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.... breathe ....
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....... HhahahAHAHahahAHAHHAHAHAhahaHAHAHAHHAAAHHAAAA!!!!
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What on earth is a powered footrest?!
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I believe Hyundai will have the last laugh... seriously they will be the big threat sooner than later.
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If you didn't know it was a Hyundai, you say the front was uninspired but was interesting from the B pillar back. Seems like the logical thing to do - if your image is cheep cars, make an expensive one, give it to the premier to drive around in for a bit: image (kind of) changed. They don't have to actually make or sell any (or even ship 'em across the world) True you'd be mad to buy one, but following a simultaneous failure of engine, clutch and bank balance, I bought a 5 year old hyundai for less money than it would have cost to get the car fixed. Not pretty or cool, but somebody else paid for all the extras and bigger engine (entry level versions of the competition were twice the money). I put well over 100k but only oil, brake pads and an exhaust on it.
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ALKim was spot on with the famous ambitious but rubbish and this car makes tg endeavors seem a better bet, at least they get our support!
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buy one second hand, it will cost 20p and actually looks quite good, it will be exclusive and it doesnt have the itilic h in an oval any where on it! get one secondhand ant it will be absolutely brilliant, if u get it new then your a bit of a plonker ;)
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Leave Hyundai alone. The car is not unattractive and it has a 5 Litre V8 and I'm sure it has more horse power in cars with that size engine. Hint, hint Jeremy's Camaro in the American special
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this is real rubbish
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getting one second hand for the fifth of the price is realy nice. buy one new and you are stupid as a shoe.
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You're all missing the point. This is for directors who are out of favour and haven't noticed their expense account being reduced, the lack of 'work' coming their way and the general "time to leave vibe". When you get this car as your luxury limo you know that it's: "Not that we can't afford you, we just don't like you".
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I shouldn't be saying it, but I quite like it. Ugly face though.
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PetrolheadViper commented on this article
02 October 2009
Because Hyundai are well known for doing luxury cars arent they.
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