2011 Hyundai Equus: So Glad You Didn't
September 09, 2011
I was there when the CEO of Hyundai North America, John Krafcik, brought the Equus to our office for us to drive. It was a big deal. Hyundai was emerging as a threat to other auto makers and they expanded their vision to the luxury market. People were taking notice.
The Equus is a solid vehicle. The risk Hyundai took in creating this vehicle made them a big target for failure and criticism. Having the perspective of being in the prototype the day Mr. Krafcik stopped at our office, I'm so glad one element didn't make it into production.
This winged.... thing.
Mr. Krafcik mentioned there was an internal debate on whether to keep it or not. The wings on the domestic Korean market Equus' are prominently featured, but I'm glad the conservative voices of taste within Hyundai N.A. won.
Hyundai has done amazingly well in recent years with revitalized product. With the Equus, they're looking to gain a lot of respect as a true player in a segment dominated by the "benchmark" European and Japanese brands. In my opinion, this detail might have been a reach too far for North American buyers. I honestly believe many potential buyers would have laughed at the wings if it remained in production.
Am I being too much of a snob? Would you mind seeing the wings make it through to production? Or do you agree with me and think North American buyers would scoff at the wings?
Scott Jacobs, Sr. Mgr, Photography