Hyundai officials point to the enormous cost of launching a separate premium brand as a reason for not doing it, but it's still a move the automaker could make at some point. If it were to happen today, it would have just two cars: the Equus and the smaller Genesis, both rear-drive luxury sedans. Hyundai keeping them under its own umbrella is a decision with a big downside for the Equus, whose near-$70,000 Ultimate edition — the car we tested — is nearly double the price of a base Genesis. Few buyers have taken the plunge: Since December 2010, when the Equus hit dealerships, just 10,228 shoppers have taken one home. Mercedes-Benz sold nearly as many S-Class sedans in the first 10 months of 2013 alone.
Still, Hyundai tries to stir interest. The Equus gets another update for 2014 (compare it with the 2013 Equus here): minor styling changes, a revamped dashboard, and updates to the chassis and electronics. It's two steps forward and a half-step back thanks to the loss of a few luxury features that the Equus used to offer. Trim levels include the well-equipped Signature and the optioned-out Ultimate.
