As Hyundai prepares to launch its third luxury model, the Equus (the first were the Hyundai Genesis and the Hyundai Genesis coupe), there is still the looming challenge to give these luxury models a different brand name to separate them from other Hyundai vehicles. But, everybody knows the great cost that such move will entail, and it will seem contrary to the main goal of Hyundai in its luxury models: quality at a lower cost.

Now, it seems that the company has finally found a way to deal with this dilemma. Instead of creating a new brand for its new luxury cars, Hyundai Motor America wants its U.S. dealers to allot a special area in the showroom for the luxury models.

According to the memo that WardsAuto has obtained, this “showroom-within-a-showroom” style is the lowest cost alternative to creating a new brand. It eliminates the great cost involved in launching a new name for the luxury models. Before dealers can implement this, however, they need to invest on some necessary additions.

To find out what these additions are and to know more about the plan, click here for the complete report from WardsAuto.

[Photo: AutoSpectator]

If there ever was a name that has continuously resonated throughout the auto industry this year, that name would be the Hyundai Genesis. It came from out of nowhere, and it sort of started from scratch. When the Genesis was launched, the market was not ready for a Hyundai luxury car.

This new model came out as a challenge to the many already-established luxury automakers and to the many non-believers and doubters that the car has already converted since its launch. The powerful engine choices have awed car enthusiasts (in fact, its 4.6-Liter Tau V8 engine has made it to the Top 10 in Ward’s Auto World). Plus, its ultra luxurious features that match those of the top in the luxury market (with a great part of the price slashed), many luxury car lovers have learned to welcome and actually love the Genesis. Needless to say, it has brought a lot of glamour to the Hyundai brand and to Korean automakers in general.

And to celebrate the Genesis, Hyundai sent out a press release commending its flagship sedan and showing to the auto world just how many awards the Genesis has already gotten for itself since its launch. These awards are as follows:

• 2009 North America Car of the Year
• Motor Trend - America’s Top 40 New Cars
• J.D. Power and Associates - Automotive, Performance, Execution and Layout (APEAL) - Most appealing midsize premium car
• J.D. Power and Associates - Vehicle Launch Index (VLI) - Highest ranked 2009 all-new or redesigned vehicle
• The Car Book 2009 - Best Bet (intermediate category)
• About.com - Best New Car
• Kiplinger’s Personal Finance - Best New Model (sedans $30,000-$45,000)
• NADAguides.com - Car of the Month (April)
• NADAguides.com - Top 5 Luxury Cars
• NADAguides.com - Best Car Buy - Top luxury cars under $35,000
• Autotropolis.com - Car of the Year
• Cars.com - Car of the Year
• On Wheels - Car of the Year
• AutoPacific - Ideal Vehicle Awards - Aspirational Luxury Category
• AutoPacific -Vehicle Satisfaction Awards - Aspirational Luxury Category
• Consumer Reports - Top-Rated Vehicle (upscale sedan category)
• Consumer Digest - Best Buy (luxury segment)
• MyRide/Autobytel - Car of the Year
• Ward’s Auto World - 10 Best Engines (4.6 liter Tau V8)
• Automobile Journalists Association of Canada - Canadian Car of the Year
• Automobile Journalists Association of Canada - Best New Luxury Vehicle Under $50,000

The Hyundai Genesis indeed came, saw, and conquered. But it’s not yet the end; Hyundai seems to have some more surprises left with the Genesis’s sibling, the Equus. This time, we won’t be surprised and we will be ready when the said car comes!

Check out the complete press release at PR Newswire.

[Photo: Cars]

Hyundai has finally taken the next step up the luxury ladder. It has successfully reduced the price of its super-luxury car, the Hyundai Equus, from a staggering $96,000. The car now comes closer to $50,000, and this only means one thing—the Equus is now coming to the U.S.

An anonymous source from Hyundai has revealed that the Korean automaker is planning to bring the Hyundai Equus to the United States on July next year. The entry price would be lower than $60,000, almost similar to that of the Lexus LS460 but with more luxury features and high-end amenities. And just what are these features? Well, what can you say about reclining rear seats and massagers, to name just a few?

The Equus is a rear-wheel drive similar to the Genesis. And although it is powered by both the Genesis’ 3.8-liter V6 and 4.6-liter V8 engines, only the V8 will be brought here.

“We’ve established a baseline with the success of our Genesis,” Scott Fink, Chairman of Hyundai’s dealer council, told Auto Week. “If the price is in the 50s or high 40s and we can keep the residuals on par with Genesis, we might have something.”

[Photo Credit: Motor Trend]

Hyundai’s first attempt to enter the luxury market is an unexpected success, unexpected in a good sense. The Hyundai Genesis has already made a name in the industry, and it has not only awed people but has also managed to successfully prove its worth to initially doubtful car buyers. It’s competing with a lot of tough names in the luxury segment, but it stands out because of its affordability. In that sense, it’s even better than a lot of its competitors.

 And now, Hyundai is in its newest venture, taking one step higher and aiming to get into the super-luxury market with its Hyundai Equus. The Equus is on display at the New York Auto Show, supposedly to test the reaction of Americans to this newest Hyundai.

News has it that the automaker is planning to bring this super sedan here in two to three years. That is, after it has gotten its price down, closer to $50,000. Right now, the Equus starts at $96,000, and that’s the problem. Americans may not yet accept a Hyundai with a price as high as that. But if in two to three years, Hyundai will be able to successfully bring us features and capabilities comparable to those of the Mercedes Benz S-Class, at a much lower price… well, we’d all be so glad.