Out in the Nevada desert more than a few things seem curious, including driving a $66,000 Hyundai. As Korean automakers continue to build credibility and recognition in the U.S., perception isn’t the only thing changing—so too are the offerings. But where exactly does the Hyundai Equus luxury sedan fit? Will buyers accept such a price tag despite the Hyundai badging? Is Hyundai considering the creation of a separate brand, and would such a brand be in its interest? These are the things we consider sitting atop the whole of Las Vegas in the Mandarin Oriental lounge.
Updated: Reverse-Halos, Snow, a Desert Rainbow, and a $66,000 Hyundai
Written by: Matthew Askari on February 24 2012 7:00 AM