2011 Hyundai Equus

A 4.6-liter V-8 delivers a peak 385 horsepower, just sneaking past the Mercedes S-Class and Lexus LS, though smallish displacement and a mere 333 pound-feet of torque may pose a challenge against the monsters of this particular midway. But Hyundai did float intriguing plans to lure and pamper customers: Hyundai dealers will pick up Equus models from owners’ homes, drop off a loaner, and return the Equus after service; buyers receive a virtual owner’s manual on an Apple iPad that they can also use to schedule service appointments and operate other applications. “Nobody wants to go to the dealership, not even a Lexus or BMW dealer,” Mr. Krafcik said.

Hyundai says the Equus should start at between $50,000-$60,000 and be extremely well-equipped, meaning the Equus would undercut competitors by roughly $12,000 to $35,000.

As with other Hyundais, the Equus checks off everything and more that a buyer would expect at its price. But the over-tall body and Korean home-market styling makes even a Lexus LS look like a Bentley in comparison. Worst case, the Equus becomes the Volkswagen Phaeton redux: An overreaching and already dated-looking sedan that may finally draw the line on how high the Hyundai name can travel in the market. Best case, Hyundai scores yet another coup by undercutting its rivals’ bloated prices.