chungkopi

http://www.youtube.com/watch?v=22O5Q...layer_embedded

Good video about Equus.

subinf

I can't watch anything over 30 seconds so I'm just going to respond to the question

Car

TS_eXpeed

I'd say it's kind of a combo...

speedemon90

i say both also

Acuranil

both

ghttf

both but the car is more important unless you're talking $100k+

Costco

x infinity

SpiderX1016

hmm, I'd like to say the car.

but some people wouldn't consider a Genesis Sedan a luxury car because it's a Hyundai.

mrmako

Shift_Acura

Should be both, but 99% of Luxury car buyers of this price range care more about the brand that they will be seen in than the car itself.

fsttyms1

So then you really cant say its the car and more of a brand image then.

fsttyms1

Exactly!

F23A4

...and the ratio of car:brand varies based on the model in question. (i.e.: Lexus IS250 vs Hyundai Genesis V8)

You'll get no argument from me on that statement.

Costco

I can vouch for both my mom and my sister that neither of them would be caught dead in a Buick, Hyundai, Cadillac (except maybe Escalade), Lincoln, etc. The only brands that matter to them, in order of importance are: Audi, BMW, Mercedes-Benz, Lexus, and Acura

My sister is a lot better though, she'll actually research individual car models and price them out, and compare options vs. comparable cars. I've told my mom multiple times, certain cars are waaay more expensive than others. A while back, my mom considered the RL too big but the 5-series and A6 were perfect sized

She values brand panache seemingly above all when it comes to $40k+ cars. She scoffs when people she works with buys luxury cars seemingly out of their means, either assuming that they're high mileage or thinks the cars probably have problems

Luckily, this has determined my personality in a psychologically-reverse way, if you will.... I'd rather save money and buy no-name brand clothing, as long as its comfortable. If it was Daewoo instead of Chevrolet that came out with the new Camaro and it retained the looks, performance, aftermarket support, etc. I'd still like it all the same.

majin ssj eric

There's nothing wrong with brand recognition and/or loyalty. Typically the brands that are established as "luxury" marques are the ones who have earned that reputation with decades of excellence...

1StGenCL

more pics of girl

NSXNEXT

iTrader: (2)

To most people, brand comes first. Sorry but I don't think anyone would even use the term luxury when talking about Honda.

I actually consider "luxury" the type of vehicle,
i.e. LS460 = luxury
IS250 = sport

I think the term "luxury" is very subjective.

JediMindTricks

very subjective.

i've heard people say that the genesis sedan is very luxurious. thing is, they're comparing it to previous hyundais and their "idea" of hyundai.

majin ssj eric

+1

Crazy Bimmer

This.

Hyundai will need time to prove itself. Even now, peoples perspective of their brand has improved drastically in only the past 3 years. They moving up and being noticed. Just like how Lexus did back in the 80s.

But yea, I will say its both.. the car and brand.

neuronbob

and exactly, other than my bolded addition. Luxury is all about perception. I think Acura has luxury cars, but many disagree that Acura is luxury at all, because of perception.

Crazy Bimmer

Now why is it that Hyundai didnt put its name anywhere on this car? Anyone notice that?

brizey

Luxury is a pretty loosely defined word. In some sense, a luxury item has to expensive enough to be considered an indulgence. Thinking of it that way, there is no such thing as "cheap" luxury. In this sense, the Equus is refined, comfortable, etc., but not a luxury.

TheMirror

To anyone who says it is the brand and not the car, I have some food for thought:


Cadillac Cimarron.

charliemike

I'd say a $60k car is an indulgence for 95% of the people in this country.

If the Eqqus has every piece of technology and appointments that a Mercedes S-Class has but costs $40k less then it's still a luxury car.

I think we're confusing a luxury with aspiration ...

And this is a flawed comparison because there's no way IMO that Hyundai can build an Eqqus EQUALLY as well as Mercedes builds a S550 and then undercut Mercedes by $40k.

So Hyundai made some decisions along the way that will make the Eqqus suffer in direct comparison to the S-Class.

However, the Eqqus might be better than an E-Class at the same price.

To me, that's a strong value proposition.

chungkopi

that's a korean spec with hood ornament. US version has H badge in the back and Equus badge in the front.

JS + XES

iTrader: (1)

hmmm car

Moog-Type-S

Both...and reputation/history/legacy of the car maker is a HUGE part of the "luxury".

Don't kid yourself if you think people buy cars regardless of badge and focus only on quality and features.

brizey

I think they can. In some ways, like reliability, the Equus will probably be better. SK is a cheaper labor market than Germany, and a lot of that $40k is purely Daimler's ability to charge more because it is a Mercedes.

Saintor

The car.

Hyundai has no chance. The Genesis is far from being an impressive car.... except when you consider the price.... i.e. it is more of a value than a car. It belongs to tier 2 for now. They'll improve, no doubt.

dallison

once hyundai gets there, then i'll really consider buying one.

yohan81718

certainly quality and features alone won't sell the car
but neither would badge alone
and you gotta throw in the price tag as well and other component here and there
who doesn't know this???

gotkilled

iTrader: (1)

thanks for the vid. very entertaining!

neuronbob

I finally watched the video.

The key question is at the end of the video.

Yes, I am quite secure in myself, enough to drive a luxury car without a fancy badge.

The proof: I've owned three Acuras AND LIKED THEM. I drive a midsize Cadillac with a big engine that compares in size and power to cars tens of thousands of dollars more expensive (my car was $65k, an M5 is over $90k similarly optioned out, Jag XF-R well over $80k, E63 over $90, Panamera $130k). OK, the Cadi is not the best example, at least Cadi is still seen as a luxury maker by most, for some Acura is debatable. Still illustrates my point, though.

F23A4

With regard to the Genesis Coupe, Genesis sedan and Eqqus comes to the party with a VERY strong value factor, providing levels of luxury (and some sport) similar to the upmarket brands we all know of.

As I walked through the Hyundai area of the NY Auto Show last night, I took in their product line and concluded that Hyundai has come SUCH a long way since the original Excel. The Eqqus IS an uberluxury car regardless of the brand. My wife and I were EXTREMELY impressed with this product and found it to be a terrific alternative to the competition.

Yet, we felt a little guilty because we also still feel a stronger preference for the competition because of the prestige factor.....and that's something Hyundai wont have for a long time to come. As such, I think I'm still inclined to get something like a used KB1 over a new Genesis and a used G37 coupe over the Genesis Coupe V6.

Ultimately (and as one who purchased an 09 MDX over a similarly equipped Mazda CX9) a luxury-oriented brand played a solid role in my buying decision. However, I wont dismiss higher end products from lesser brands as non-luxury: The Eqqus and Genesis sedan both come off to me as being every bit as luxurious as its direct German and Japanese competitors, despite being of a non-luxury make.

CGP CL9

lol... most of you guys who say its the car are lying through your teeth!
rofl for a luxury car it is definitely the status you are buying. LUXURY!! it says it in the word. it means im flashy, i have the money, and its in your face. is it comfortable? i dont give 2 sh!ts, but its a benz right? its completely wrong and gives companies like hyundai sh!tty chances of making it big in an industry where they arent welcome. but w.e at the end of the day hyundai as a corporation including merchant marine company + motor company. they make billions of dollars. bet a lot of you didnt know that hyundai owns one of the leading shipping/freight companies in the world. lol their motor company is just some extra money they can be making. heh

ineedmyfixofacura

iTrader: (2)

Brand then car, but not ALWAYS! This isn't total luxury but my sister has a 2006 C280 Mercedes Benz. She paid like 25k and it had 26k miles on it or something. Anyways, put it this way for 25k I'd must rather own a 2007 TL Type-S over here piece of crap. Her car is ugly, cramped, slow, doesn't play MP3, crappy sound system and NO POWER SEATS lol, only good thing is that it's AWD which is a big plus.

^in that case, that's where car plays the roll not the brand.

knight rider

iTrader: (1)

Luxury is the car (period) because luxury is not perceived. Luxury is luxury. The "luxury" perception IS the brand.

In the U.S. we've been buying percieved luxury for years:
Honda > Acura
Nissan > Infiniti
Toyota > Lexus

Japanese automakers understand perception. That is how these brands were born. Why not Hyundai > (whatever)? Mazda dropped this ball. They could have been selling us percieved luxury too, but they decided to scrap the idea that was supposed to start with the Mazda Millinia.

With all that being said if you subscribe to "the car is the luxury item, not the brand" then you can only say that you truly believe that if you are willing to buy a comparably equipped luxury car from Hyundai instead of Mercedes or Lexus.

You won't.... I wouldn't, because it's STILL a lot of money and when that much money is involved you'll be defending purchase to most of your colleagues until it's time to trade it in. And then you'll get a Mercedes or a Lexus so you won't be tormented again.

So, if you don't give a darn what other people think get a Hyundai. They are just as good, if not better than the competition.

ghttf

Do you remember the C-class coupe? 3-series compact? Had to be discontinued from North America cuz they were so ugly and noone bought them.

JAB00

The $60K price point is hard to justify a Hyundai. For that price one can get a well established and decently equipped luxury brand (E-class, 5-series, A-6, LS, or M). One can even get a 2yr old used 7 or S for $60K.

It's a fail.