• October 20, 2010

Hyundai's first true luxury car, Equus, now comes with something the automaker hasn't offered with the car until now: a price tag. The car will be sold in two versions: $58,000 plus delivery gets you the Signature version; $64,500 is on the Maroni for the "Ultimate" model.

Purchase includes an "At Your Service" program that includes no-charge maintenance, complimentary oil and filter changes, brake pads and rotors, wiper blades, and battery. The company is also doing valet pickup and drop-off for warranty, maintenance and service repairs, and a Genesis or Equus replacement vehicle is provided while the owner's car is at the dealership.

Hyundai will also do a "Your Time, Your Place" at-home vehicle demonstration program. The company says it will have Equus-dedicated salespeople (Equus Champions) at retail. Buyers also get an Apple iPad loaded with an interactive owner's manual. Said John Krafcik, Hyundai's president and CEO for the U.S. market: "We're confident that smart luxury buyers will discover that Equus competes well with similar flagship products from Mercedes-Benz, BMW, Audi and Lexus."