Hyundai Sending 100 Equus Sedans to Dealers

When the new Equus debuted for the Korean market in February , speculation immediately began on whether Hyundai planned to bring the car to the United States. I thought it was likely that Hyundai would attempt to sell the car in the United States.

Then, to "gauge reaction" the Equus was displayed at the New York International Auto Show last month. Edmunds' Inside Line and others reported that Hyundai was seriously considering bringing the vehicle to the United States market. Hyundai must have liked what they heard at the auto show, because they are heading further toward a U.S  introduction with this latest move.

USAToday reports that Hyundai is shipping 100 Equus models to Hyundai dealers around the country to gain data about how the public would accept such an expensive vehicle. Dealers who had the vehicle will ask potential buyers and see their reaction, then report that information back to Hyundai. The program is set to begin this summer, and is an very strong sign that the Equus will most likely make the voyage from overseas to be sold in our market.

The car has gotten good reviews at the New York International Auto Show and the Genesis has sold well, so why can't it do well? I don't see how it could hurt the company in any way either, given the car was already developed for the Korean market. Even if it fails here, the Equus is still meant to be sold in Korea. Furthermore, the cost of bringing it over here is minimal given that it was designed with global emissions and safety standards in mind.

Apparently Hyundai views success with the Equus here as a decisive moment that could spark huge things for the brand in the United States. Success of the Equus "would decisively shift public opinion in our favor. It would be the capstone," according to spokesman Oles Gadacz from Hyundai's Research & Development complex outside Seoul.

So we'll see what the general public views of the car soon enough. One thing is clear; Hyundai is viewed as a drastically different company then even 5 years ago. They learned a whole lot faster then their Japanese counterparts.