Hyundai EQUUS vs. CPO BMW 7 Series

7-series, Featured Posts | September 10th, 2011 by 52
hyundai-equus-vs-bmw-7-series-interior

Hyundai has introduced a September 2011 Specialty lease program on their flagship sedan the Equus. The $739/monthly payment immediately took me by surprise. Equus list …

Hyundai has introduced a September 2011 Specialty lease program on their flagship sedan the Equus. The $739/monthly payment immediately took me by surprise. Equus list pricing is $58,900 for the Signature Edition and $65400 for the Ultimate. My initial reaction …”That kind of money will get you an awfully nice Pre-Owned BMW.”

Wondering how many other potential buyers would have a similar reaction I set out to find just what is available for the Hyundai list prices.

$ 58,900 2009 BMW 750i

$ 65,400 2009 BMW 750Li

Both of these BMWs would have approximately 30,000 miles and are available under the Certified Pre-Owned program. The CPO warranty will keep you covered for up to 6 years or 100,000 miles. An added benefit is that the previous owner or lessee took the major depreciation hit for you. These vehicles may be comparable from a dollars and sense perspective, however, it is very hard to consider them as true competitors.

Hyundai EQUUS vs. CPO BMW 7 Series

While both the Equus and the 7 Series have V8 power plants, a rear-drive platform and nearly identical fuel economy, the list of similarities ends quickly. Hyundai’s V8 is listed as 385 HP with 333 lb-ft of torque. The BMW ‘s 4.4 liter twin-turbo V8 is boasting 400 HP and a torque measurement of 450 lb-ft. This sort of disparity will become instantly clear to potential buyers. The German sedan will deliver on the promise of a luxurious environment without losing the ability to be a driver’s car.

I will give credit to Hyundai; the Korean automaker has made significant strides in the last several years in terms of quality and styling. The current generation Genesis and Equus are a far cry from the original Hyundai Excel that landed in the US in 1985. It is clear that Hyundai is using the Equus as a HALO car to attract potential buyers into the showroom and display the best and the brightest of what they have to offer. This strategy they will help them sell more of their main stream Genesis sedans.

Hyundai EQUUS vs. CPO BMW 7 Series

The question to consider is will the Equus attract true buyers from the premium luxury category and specifically BMW? In my opinion it’s doubtful.

VW tried it a number of years ago without success. Buyers who were going to consider a full size German sedan like the Phaeton went ahead and bought the step sister Audi A8. Volvo has recently announced another 8 year plan to become a consistent player in the premium game dominated by the Germans. If a company with the quality and safety record of Volvo needs to make a dramatic effort to enter the upper tier of the market then it will be a very big leap for the Korean company to make.

I’d like your opinion. Where you would spend your hypothetical premium luxury sedan dollars?

Ross Schold is a new contributor to BMWBLOG.

There is something to be said for driving a car that you LOVE. A large number of us feel a deep emotional attachment to our vehicles beyond just a chosen form of transportation. I consider myself lucky to be within this group. These feelings began 15 years ago when I bought a E30 325es. Since then I have owned a 88 535is and my current daily driver is a 00 528it.

Over the years I have tried to be practical and owned several other non- descript sedans and SUV’s. Left with the feeling that I was driving an appliance I have always come back to the brand. It says something very special to me that I would rather drive my 12 year old wagon than get into a spanking new Brand X.

I live and work in Rhode Island with my wife and 3 young boys where youth sports, automotive interests, family and career keep me very busy.

I’m excited to be able to contribute to BMWBLOG and share this experience with all of the people out there that understand the emotions stirred by both BMW and all other interesting autos. I hope to provide an honest and enthusiastic perspective and look forward to hearing from the
BMWBLOG community. Thanks Very Much for the opportunity to share these thoughts with you.

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  • http://www.facebook.com/stanley.liu Stanluca Liu

    I totally agree with you.  BMW 7er is targeted to the rich and the rich is not going to care forking over an extra few more thousand dollars for a proper luxury vehicle.  I too appreciate the rise of Hyundai but ultimately I think this is going to impact the Japanese pseudo luxury marques (Lexus, Infiniti, Acura) than the German ones.

    • angry guyy

      maybe acura is but dont you dare call lexus or infiniti pseudo luxury marques
      the ls460 starts at 80,000 and name one german car maker that makes an suv like infiniti

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  • Br

    That’s the interior of a 5 series, not a 7! Although korean cars may not be BMW’s competitor, BMW should have made something a lot better than them~

  • Mateo

    hyundai to rival a bmw? ha ha ha ha ha, even audi a8 isn’t a rival if you ask me!!!! it has OLD VW W12, not rwd…………………..anyway, you have as always, merc-c/3 series, merc e/5 series, merc s/7series

    and lexus and other so called “premium”, just sucks.

    look, imagine ford buys bmw
    next 5 series has global FWD platform as next gen mondeo, Ecoboost I4 and V6 engines, 6 speed ford’s gearbox
    WHERE IS BMW? Ah yes, theres a logo on steering wheel!

    you just can’t become premium, you born as premium brand or some subsidiary brand!

    • LexusLVR

      The Audi A8 isn’t a competitor to the BMW 7 series because it isn’t RWD?

      What a bunch of bullshit. BMW fanboys are so delusional.

      • http://www.facebook.com/Hokonoso Chris White

        I agree with the RWD basis for not being a real competitor, you simply cannot do any real maneuvering with the audi, yet audi makes RWD race-cars that destroy anything bmw has to offer… go figure.

  • http://www.facebook.com/people/Philip-TOder/1642841776 Philip TOder

    driving in my poor-man m3 around town and getting called jerk by friend cuz im their dream car, doubt it that would happen on a hyundai, bmw is a bmw..when you getting rich and can afford a 60k car, would you look back for a hyundai? i doubt anyone would.

    • Mateo

      forget about those idiots. ///M3 is ultimate car in the class, heck, there isn’t any other car in ///M3 class. people just don’t get it!
      enjoy your ///M

  • Ybayramov82

    well, I guess we forgot the main competitor and king of the luxury car maker Mercedes -Benz S CLASS
    this car is ahead in technology and comfort . bmw 7 series is a bit away from s-class .
    But i agree Korean and Japanese cars is too far away from the german cars, in quality , safety, and in driving pleasure.

  • http://www.facebook.com/people/La-Ma/1681833435 La Ma

    WHAT is a EQUUS  ? is it a food ? a diseases ? The person who gave the name should be shot. This is the absolute worst name I ever heard it. I can not even pronounce the word without thinking I’m doing it wrong.
    but no way I would ever pay money for  something named like that.

    besides that an E38 from 2001 is better then that Korean crap.

    • Shop Overload

      Equus is a type of horse, numbnut.  :/

      • JordanJ

        So if Equus means horse than why do they replace the Hyundai emblem with a weird bird logo? Seems like Hyundai is the numbnut

    • JordanJ

      I think hyundai trying to compare themselves to BMW is a joke. They are wannabes in the so called luxury game. And this is coming from someone who doesnt even like BMWs

  • http://www.facebook.com/people/La-Ma/1681833435 La Ma

    WHAT is a EQUUS  ? is it a food ? a diseases ? The person who gave the name should be shot. This is the absolute worst name I ever heard it. I can not even pronounce the word without thinking I’m doing it wrong.
    but no way I would ever pay money for  something named like that.

    besides that an E38 from 2001 is better then that Korean crap.

  • Sdfasd

    DAYYYYAM that BMW interior is SEXXXAY

  • Ross Schold

    Equus had me guessing also  — I needed to double check the spelling every time I typed it. It may have something to do with a horse.

  • Vandaloc

    Well, I guess I’m the ‘village idiot’, because I happen to think the Hyundai Equus is a great car.I also think Hyundai is racing up the lists of it’s competitors rather expeditiously. So, I guess if those OTHER brands were so great, THAT shouldn’t be happening? The Equus matches those other brands almost tit for tat and at a MUCH more feasible price point. I’ve got news for you guys….Money no longer grows on trees. Not even for the rich! 

    • http://www.facebook.com/people/La-Ma/1681833435 La Ma

      Drive one and you think twice.
      Money does not grow on trees ?  This is why I tell you not to buy a Hyundai.

      After 3 years the Hyundai will bring something like 18,000 usd  as a used car while the BMW will return over $24,000 after 3 years.  BMW maintenance is free and you know what you sit in.

      Hyundai’s are usually in upside down loans/leases and have a low residual values.
      Those anecdotes about Hyundai catching up to the Leaders … .to whom ? Lexus ? Toyota ?  Sure, possible that a Hyundai is a 90% Lexus today. But its 90% of the price of a Lexus !!!

      MB Audi and BMW are the leading companies and the only companies that are actually competitive with them are : Cadillac, Jaguar, Maserati.  The rest are higher priced vehicles.

      why would you buy anything else when you can buy a BMW ?

      • Mark

        Equus provide free maintenance and they pick up the car for you (leave a genesis loaner).  This guy has no clue what he is talking about.  >.<

        • Ed

          My dad (a long time BMW owner) sold his 1990 750iL with 63K miles and replaced it with a 2011 Genesis 4.6.  He has zero regrets and loves his car.  Basically, for 328i money he has a 385hp V8, RWD car with all the bells and whistles expected of new luxury cars.  It rides beautifully, is smooth as can be and honestly, it’s great if you’re not expecting the car to be a high performance sedan.  His friend, also a longtime German and Japanese luxury car owner, also traded in his GS350 a couple of years ago on a new Genesis.  He currently has over 50K trouble-free miles on it and loves it.  I know the BMW fanbois will laugh at it but who cares what they think?  It’s the same narrow minded attitude they had when Lexus hit the scene.  It wasn’t long before Lexus was stealing sales from BMW and Mercedes Benz.

          I drive my BMW (E46 ZHP) because I love the car, not because of what people think.  Don’t knock Hyundai, it may not be as sporting as a BMW but they have made giant leaps in quality and style in the last couple of years.  At the rate they’re going, you’d be a fool to write them off as just a Korean cheap copy.

          • Mateo

            as i always say, audi, US hyundai RWD sedans, lexus etc – all great cars, but they are not in the same league as bmw and merc . that is all

          • Trillionblaze

            Sorry, what a pity, your father is growing old so his mentality is gradually changing. Old people prefer old things. If i had such father i will still persuade him to ride good things. At least for the sake of safety, dont forget that if an accident occurs German cars give more protection. Please have a change of mind &think like a young man.At least enjoy certain good things in life before you are old. The Ultimate Driving Machine……..BMW……All the way..

  • Me

    There are people who will buy the Hyundai bc they simply can’t afford a BMW.  For those who can afford a 7 Series, 99.9% will buy a 7 Series, S-Class or A8.  Hyundai is just being smart here.  They are trying to push the Genesis & Sonata really

  • Amro saleh

    You cant compare used to new. Nothing against any of the cars mentioned..but simply it doesnt work like this.

    • Bob Hill

      “You cant compare used to new. Nothing against any of the cars mentioned..but simply it doesnt work like this.”

      Actually, it is a valuable comparison to make.  To use this case as an example, the used BMW is a CPO lease return with a 6 years/100K mile warranty. It is an genuine alternative to a new car unless newness itself is a major consideration.  In short, these CPO vehicles are often VERY good deals.

  • http://www.facebook.com/people/Hubert-Jadczak/100000325894622 Hubert Jadczak

    Compare Hyundai to japan dump, no to BMW… It’s not even funny… Ok, it is quite funny, but don’t be ridiculous

    • angry guyy

      japanese cars are not dumps clearly you have not owned or driven one
      traded in my 94 e320 in 2003 for gs300 and have never looked back and neither have my repair cost

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  • 28-28

    i dont know i feel insulted by bmwblog you are comparing the 7 series with this korean bitch

    • http://www.bmwblog.com Horatiu B.

      Then you clearly did not read the article. And also, Hyundai has come a long way, don’t ditch their products, they could soon become an important premium automaker.

      • Mateo

        that’s the point with people. They don’t know what premium is! You don’t ” soon become an important premium automaker.”, you born that way. Where was audi, lexus, hyundai, infintiy etc. at the time when bmw and merc had lots of grat cars after WWII (apart from isetta and 600 – that was a MUST if BMW wanted to survive).

        to me only premium was and always will be bmw and merc

      • JordanJ

        Just because Hyundai has come a long way doesnt mean that they are comparable to a luxury automaker who has a proven track record for a 100 years of making quality vehicles. You dont just get respect after having a few good years and the rest of the time being considered a joke in the auto industry

  • Nelson

    I was just in this predicament this past 2 weeks!  I was looking at both brands and doing extensive research on both cars.  The one thing that stuck out and I couldn’t get over was the fact that the rear seat on the Equus could recline, but it’ll basically break your ankles. They overlooked the fact that the rear seat when reclined would hit the back of the front seat!  If you can overlook at simple thing like that, what else has been missed? The Equus rides like a old caddie and drives like one too.  It’s not a real competitor to a BMW, it’s for people who just want to ride in a huge boat.  If you love to drive, you gotta get a BMW. 

     In the end, I bought a 2011 740i M Sport.  

  • BMW7ER

    I think that the belief that true luxury aficionados will eschew a new wannabe in the marketplace has been proven wrong by the Lexus experience.  Back in 1989, the idea of a Toyota brand challenging the S-Class seemed silly.  We all know how that turned out.  Luxury car sales are a tough game–just ask Acura and Infiniti.  Still, I don’t think that Hyundai can be counted out.  The reviews for the first generation Equus reveal a car that is more aligned towards soft luxury rather than sport–so the BMW 7-series market isn’t challenged just yet.  When they improve suspension tuning and create a real driver’s car, something that they have achieved some success with in the new Sonata, then some BMW buyers may be attracted.  I’ve rented the new Sonata, and would prefer it over an Accord or Camry any day.

    Speaking to another point, reliability is also going to be a big factor too.  Personally, I have seen a steady decline in the reliability of BMWs since 1999.  The cars are fantastic to drive, but the electronics are becoming a bear to own.  (MG and Jaguar, anyone?).

    Another test–my wife, who usually likes German cars, saw an Equus on the road.  Told her it was the new 60K Hyundai.  Her response was, “Funny, looks like a Mercedes.”

    • JordanJ

      It does look almost exactly like a mercedes and the back of it looks kinda like the bigger Lexus’. I just feel like Hyundai cant be a luxury auto maker when you have a cheap hatchback and more than half your other vehicles that you offer arent luxury at all. Just because you want to make an affordable wanna be mercedes doesnt mean its a smart buy. And also why does the Equus not have Hyundai logos on it? It has some other weird logo on the front and back. Is it because they know no one is going to buy a Hyundai?

  • Smcesb

    I found this article interesting.  I have been car shopping for 2 years.  I test drove a BMW 750, and did like it,
    I also drove a Mercedes E 63 also.  Both were a joy to drive, but did not really do anything for me one hour
    later.  Nothing made me want to drive them again.  I also test drove a Lexus LS460L, but that is a empty car, end of story.  I waited a few months to see if I would change my mind, I did not.  My brother who goes through cars often, had bought a 2009 Hyundai Genesis 4dr new, and liked it (which is rare for him to like a car for long), recently he traded it in on a 2012 Genesis with the stronger engine and 8 speed transmission.

    I had heard of the Hyundai Equus, but did not enjoy the Hyundai name, well I finally went (brother took me)
    and drove a Equus, I was impressed, acceleration, quiet, smooth.  It did everything the Mercedes and BMW
    did, for the money a very good car, so much so I bought one.  I have had it 2 weeks, and still like it.

    Is it as good as a $85k BMW, no but dam close, and at $58k it can’t be beat.  People always talk about
    acceleration, I don’t know about the rest of you but the roads are so jamed with cars you need a good
    set of brakes, not great acceleration.  When you stomp on the gas, the Equus goes, fast and silky smooth,
    I took it up to 95, and car was ready for more.  This is most likely the only time I will ever take it that fast,
    there is no place to really open it up, at least not where I live.

    On the subject of a used BMW vs a New Equus, my neighbor would be best judge of that, he has a 2008
    BMW750 or 760 now sure which one.  He loved my car so much that he said if I still like it in 4 months
    he will consider one when his current lease runs out on his BMW.

    On a closing note, price was not a issue with me, I even looked at a Maseratti that was $120k, but
    it just did not do it for me either.

  • Smcesb

    I found this article interesting.  I have been car shopping for 2 years.  I test drove a BMW 750, and did like it,
    I also drove a Mercedes E 63 also.  Both were a joy to drive, but did not really do anything for me one hour
    later.  Nothing made me want to drive them again.  I also test drove a Lexus LS460L, but that is a empty car, end of story.  I waited a few months to see if I would change my mind, I did not.  My brother who goes through cars often, had bought a 2009 Hyundai Genesis 4dr new, and liked it (which is rare for him to like a car for long), recently he traded it in on a 2012 Genesis with the stronger engine and 8 speed transmission.

    I had heard of the Hyundai Equus, but did not enjoy the Hyundai name, well I finally went (brother took me)
    and drove a Equus, I was impressed, acceleration, quiet, smooth.  It did everything the Mercedes and BMW
    did, for the money a very good car, so much so I bought one.  I have had it 2 weeks, and still like it.

    Is it as good as a $85k BMW, no but dam close, and at $58k it can’t be beat.  People always talk about
    acceleration, I don’t know about the rest of you but the roads are so jamed with cars you need a good
    set of brakes, not great acceleration.  When you stomp on the gas, the Equus goes, fast and silky smooth,
    I took it up to 95, and car was ready for more.  This is most likely the only time I will ever take it that fast,
    there is no place to really open it up, at least not where I live.

    On the subject of a used BMW vs a New Equus, my neighbor would be best judge of that, he has a 2008
    BMW750 or 760 now sure which one.  He loved my car so much that he said if I still like it in 4 months
    he will consider one when his current lease runs out on his BMW.

    On a closing note, price was not a issue with me, I even looked at a Maseratti that was $120k, but
    it just did not do it for me either.

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  • Joseph Saban

    i would 100 percent take the BMW its the ultimate driving machine

  • Anonymous

    i would 100 percent take the BMW, i love the 7 series

  • Trillionblaze

    however you view it, on the road nothing can be compared to a BMW & a BENZ. i have used many Hyundai, its not just fun to drive, it does not also order respect & authority which is one of the reasons i love my BMW.

  • Trillionblaze

    it should not be CPO BMW 7 but CEO BMW 7 because they are the ones who really drives them. Keep up your good work.But stop being unnecessarily conservative,people should find comfort with their money. No need of given too many option for the same engine, just let certain important things be of the same standard in a particular model

  • http://www.facebook.com/hendrik#!/BMWexpert Hendrik Sild

    Hyundai equus is a nice car but comparing it to a BMW…well they are not rivals.BMW 7-series has a far more better handling , acceleration and the options for the 7-series, i think they are much better than Hyundais.How ever…the Hyundai equus can be rival for the Lexus LS.

  • http://www.facebook.com/profile.php?id=679158154 Ali Al MashHadani

    just remember the BMW E32 the legendary 7 series 1986 (still for now incomparable)  … how could u compare the world no.1 car BMW with others ?

  • oberkommand

    Since Korean war was over in 1953, exactly 59 years lator Korean is launching this kinds of car. Korean are different breed. Look at Samsung. They are one of most profitable technology company in the world with dominance in computer chips. Korean have firm eye on BMW brand. They will borrow, steal, hire best of best from any where in the world to learn, design and continue to advance to perfection. This is just first round. korean knows that to beat BMW, they have to be perfect. They are gouing to be. Why. Because Korean are puring billions in R&D and hiring best brains from around the world. Look at KIA, it was joke, but after hiring top enginner from AUDI. they are beating the pants of most of competitor. He make teaching many Koreans how to make good car.

  • Simon Liu

    bmw drivers think they are so cool and aggressive on the road, but most of them only lease them because they have so much electrical problems, because most of them are build here in the us it’s not like buying a bmw imported from germany most bmw drivers are just paying for a ridiculous badge, and btw this is to all the snorty little bmw fanboy and wanna be bmw owners unless u buy a top end limited perduction bmw supercar which they have not produce in 38 years all your paying for is a badge,and i will argue that rich people don’t all want to be the same they would drive a genesis or a equs so they don’t look like the road hogging assholes who’s trying to impress others with speed. Oh and btw equs is made in korea ship over which means better for the money to all the bmw grandpas.

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