Hyundai Equus may have rough ride into luxury market

The carmaker has grabbed a bigger share of the U.S. market as its quality and reputation have improved, but the sedan's $60,000 price may steer consumers to rival models from Lexus, Mercedes and others.

Hyundai’s Equus is designed to compete with the likes of top Mercedes and Lexus sedans. It will be sold at about 250 of the carmaker’s dealerships rather than through a separate dealer network.

At first glance it's hard to discern who made this new luxury car. The long sloping hood evokes a Mercedes-Benz S class. The bisected grill bears a touch of the BMW 7 series. The galloping horse hood badge hints of the "winged B" on a Bentley.

With a dark burled wood dash and steering wheel, soft leather upholstery and brushed metal accents, the spacious interior oozes opulence. The driver's seat has a built-in massage system. The back seat offers a refrigerated compartment to keep drinks cool. A powerful 4.6-liter, V-8 engine with 385 horsepower sits under the hood. No less than nine airbags keep passengers safe.

0nly the "Flying H" corporate logo on the trunk lid gives any clue to the car's origin. Is America ready for a $60,000 luxury car from South Korea?

That the question would even be asked represents a remarkable turnaround for an automaker that once produced some of the worst cars sold in America. Underpowered and unreliable, the early Hyundais first introduced in the U.S. in the late-1980s were inexpensive and sold briskly until people learned just how bad the autos were. Similar dependability issues chased import brands such as Renault and Fiat from the U.S. market, but not South Korea's Hyundai Motor Co.