Sales figures for ultra-luxury full-size sedans have been steadily shrinking for close to a decade. That doesn't imply that companies like BMW, Mercedes-Benz, and Lexus plan to give up on the market, but it does mean that it's become that much more competitive to plant a well-heeled executive in a specific model.
Enter Hyundai. For the last couple of years, the Korean brand has made big luxury noises with the Hyundai Equus, a large four-door car that made the gutsy statement that premium features, ride quality, and styling didn't have to cost six-figures. It's a strategy that's been working, as the $61,000 Equus currently enjoys sales volume of roughly 4,000 a year - or about half the business of its much better-known, and more expensive rival, the Lexus LS.
The 2014 Hyundai Equus has been given a mild refresh in order to keep interest up in showrooms. After driving the revised version of the Equus, I came to the conclusion that this plush ride isn't just about snagging bargain-hunting luxury seekers - it's actually a legitimate threat to the current premium car pecking order that more established brands would do well to keep an eye on.