In today’s world, you have to admire those who keep trying. Take the case with Toyota. Although it has won over countless car buyers in North America in the last three decades, the truck market has been a different story. The company was one of the first peddlers in this land with small pickups, along with Datsun and Mazda and although it has carved out a successful niche in that segment since, the full-size market has proved a far tougher nut to crack. Toyota’s first foray into the “big” segment was the T-100 – little remembered today and for good reason, since the company sold about four of them.

FAST FACTS
1. Redesigned for 2008 the latest Tundra is offered with three different cab and bed styles for a total of 16 unique models and 44 available configurations.

2. The big iForce 5.7-liter V-8, despite its quad overhead cams, makes a walloping 401 ft-lbs of torque at just 3600 rpm.

3. Five- or six-speed transmissions are offered with a choice of column or console mounted shifters

4. All current Tundras are built in the United States, in San Antonio, Texas and Princeton, Indiana

Next came the first generation (and U.S.-built) Tundra, which upped the ante, with a proper engine (V-8), more competitive pricing and a far greater range of features and equipment than was available on the T-100. Still, while this truck was a huge improvement, it didn’t win over that many Ford, GM or Dodge owners and both capability and stature paled next to the domestic competition. So for 2008 Toyota pulled the wraps off a redesigned second generation Tundra – a big brute whose aim was to carve a path a mile wide, pushing F-150s, Rams, Silverados and Sierras aside and into the ditch. Has it been successful? Read on.

BIGGER IS BETTER

According to Toyota, a primary reason the previous Tundra didn’t make a really huge dent in the market, was simply because wasn’t large enough. Thus for the current version, the company went all out. Our test rig, despite being a regular cab model with the long 8-foot 1-inch bed (double cabs are also offered – with forward opening doors like Dodge, plus a full CrewMax), was still massive, almost 210 inches long and nearly 80 inches wide. Further accentuating that is the styling, which is perhaps a little cartoonish – the big, bold chrome grille is one thing, but the truck is a little oddly proportioned, the fenders bulge in some strange places and the doors on the regular cab look as long as those on 1970 Pontiac Firebird.

Our test rig also came equipped with the optional trailering mirrors, which stick out even further, but can come in handy, especially considering the size of this rig. Exterior fit and finish isn’t bad, we give a thumbs up to paint quality, which is good, but the panels themselves don’t feel that sturdy, especially compared to say an F-150.

Jumping up into the cab – it’s quite a reach, even on 4x2 models and you’re greeted with a typical Toyota interior; that looks as if it was lifted right out of a Camry. You’ve got dual column stalks, which for a full-size rig is a tad unusual. The column mounted shift lever on our tester was simply huge, but easy to operate.

Interior fit and finish didn’t particularly impress, especially compared to the smaller Tacoma – the HVAC controls in particular felt rather flimsy. We couldn’t fault the driving position though and the seats are surprisingly comfy. Considering the length of the regular cab, there isn’t much useable space behind the chairs – Toyota has put in a hard plastic shelf back there, but we think a soft rubber mat would do better, since stuff kept sliding around every time we turned a corner. We also think that Toyota should ditch the carpet and install a soft rubber floor – this is a truck after all and that carpet will get destroyed from muddy boots and salted winter shoes – not to mention a rubber floor is much easier to clean.

FULL FORCE: OVERHEAD CAM iFORCE V8 MAKES SURPRISING TORQUE

Toyota offers three different engines on the current Tundra; the base engine is a 4.0-liter V-6 with 236 horsepower, while the next step is a 4.7-liter quad cam V-8 with 276 ponies (this will be replaced by a new 310hp 4.6-liter V-8 for 2010). Our test rig however, came with the big gun; the 381 horsepower 5.7-liter iForce V-8. For an overhead cam design it’s surprisingly torquey with 401 ft-lbs on tap, and coupled with the six-speed automatic transmission (which features a lock up torque converter for the top two ratios), pulls very strongly, like a big-cube pushrod engine. Step on the gas and whoa! Passing and merging are no problem and the regular cab feels a bit like a hot rod, but with 10 times the level of refinement. The exhaust note is pretty nice too and no time during our evaluation did we think the engine was struggling.

The transmission does a decent job, the shifts are on the whole satisfyingly smooth, but on occasion it’s slightly hesitant to downshift. It also likes to hold second gear on cold winter mornings, but gets better once things warm up. One thing we did notice is that fuel economy is surprisingly decent for such a large engine – Toyota quotes 17/24 miles per gallon city/highway and we averaged more than 20 on several occasions.

Toyota equips all Tundras with four-wheel disc brakes and standard ABS. They work pretty well and pedal feel is better than some of the domestic competition, particularly Ford and GM. Having said that, stopping distance isn’t that short (we got 141 feet from 60 mph to rest) and considering that aspect, rear discs are perhaps a bit much – especially since the front anchors do most the work. They’ll also likely prove maintenance intensive as the years go by, especially if you drive in nasty winter weather or like going off-road.

SCREAMING RUBBER

Thanks to the double wishbone front suspension and surprisingly well dialed in leaf sprung rear, highway ride is impressive and you can drive this truck from coast to coast, feeling just a relaxed at the end of your journey as at the start. Considering the Tundra’s sizeable girth (our tester weighed in at almost 5300 lbs) handling is not a strong suite, yet taken in context, the big truck does pretty well through the turns – the steering is actually rather quick.

The biggest issue is the tires – they don’t provide a huge amount of grip and are a main factor in pushing the truck wide thorough corners, howling in protest as it turns. In terms of everyday grip, the skins on our tester, (sized at 255/70/18), felt a bit like steam rollers and although in the dry aren’t bad, when conditions get slippery they tend to spin fairly easily, despite the efforts of the truck’s traction control system. The tires are also not very suitable for off-roading.

If any Tundra owners want to try that, we suggest investing in aftermarket rims ’n’ rubber. Here’s why. For our mud plugging, we decided to take the big Toyota on a few different surfaces, washboard, rutted roads and rocks. The one touch 4WD system is easy to engage, but if you lose momentum on a particularly boggy stretch – it might take a while to get moving again, since the stock tires just spin ad infinitum unless you’re super careful on the throttle. Ground clearance on our tester wasn’t tremendous; despite the truck’s overall height, but having said that, it didn’t provide a hindrance to our progress – unlike the tires.

One thing we did notice though, was frame shock. Although the steering linkage felt a lot sturdier than some other trucks over big bumps (notably Dodge), the back part of the chassis was creaking and wobbling like a schooner’s mast in a force 10 gale. Toyota doesn’t fully box the rear part of the frame, and as a result on bumpy surfaces, the back of the truck was just dancing all over the place – we think this is one area that needs considerable improvement – as this rig is designed for construction use and towing (properly equipped, it’s rated to pull up to 10,100 lbs). A weak frame will likely cause premature fatigue down the road, especially considering the amount of pounding and twisting truck chassis have to contend with on a regular basis.

In terms of actually towing, the Tundra makes light work of pulling a 5,500 lb trailer up hills, the engine always has plenty of thrust in reserve, though the transmission does take a while figuring out what it wants to do and is most comfortable once cruising velocity is reached. Toyota doesn’t offer an integrated trailer brake controller like GM or Ford, so you’ll need to shop smartly for one via the aftermarket.

THE VERDICT

Big and brazen, in a unique Japanese kind of way, the current Tundra is by far the most capable large pickup Toyota has yet produced. Offered in sixteen different models it’s very well priced – regular cab models begin at $22,490 while the top line Crew Max goes for $27,915 before options and taxes.

It’s also incredibly refined for a big truck and quite satisfying to drive in everyday situations, though in our opinion, the spotty fit and finish and creaky rear chassis, still put it slightly behind the domestic pack. However if there’s one thing you can count on, it’s the fact that Toyota tends to listen to its target audience and the next Tundra will no doubt be as improved over the current model as this one is over the last.

There’s an important reason that we do “First Drives” as well as individual model and trim level reviews of new models. Those initial drives tend to be little more than first impressions, while a week spent commuting in a car often brings out a more accurate overview of a vehicle’s strengths and weaknesses. This couldn’t be more true than with the all-new 2010 Subaru Legacy.

FAST FACTS
1. The base 2.5i Legacy model keeps the170-hp boxer 4-cyl, but power comes on 400 rpm sooner.

2. A CVT transmission replaces the automatic delivering a smoother ride, quicker acceleration and vastly improved fuel economy of 23/31 mpg (city/hwy).

3. The Legacy 2.5i starts at $19,995, with a well-equipped Premium trim plus CVT retailing for $21,995 ($22,295 for PZEV).

Subaru has made it very clear that as an automaker it intends to grow significantly by appealing to a larger segment of the market. When we first tested the new Legacy we were impressed with all aspects of the car, but after a longer time behind the wheel it's become apparent that the Legacy has lost some of its more endearing traits in an effort to go mass-market.

SUBIE-SIZED

Subaru realized that in order to compete it needed to grow the Legacy into a vehicle that could stand shoulder to shoulder with Japanese rivals like the Toyota Camry and Honda Accord. This it did; and on paper and under initial inspection it seems only like a good thing.

Compared to the previous generation Legacy, the new model is 3.2-inches taller and 3.6-inches wider. The wheelbase has been extended by 3.2-inches and rear legroom has grown even more than that by 3.9-inches.

The longer wheelbase not only gives the Legacy a more comfortable ride, but a new double-whishbone rear suspension was used. This increases cargo room and is designed to deliver a more dynamic driving experience.

This may be true on the Legacy 2.5GT models, but we couldn’t get over how our 2.5i Premium model felt more floaty and how the electric power steering (used to improve fuel economy) seemed to require a lot of small corrections out on the highway. These two factors combined to give the Legacy the feeling that it has grown considerably, which it has; we just don’t think it should feel that way. We particularly lament this change on the Legacy as it’s always been one of the sportier mid-sized offerings on the market.

SAVING FUEL – AT WHAT COST

Another flaw we didn’t pick up on during our initial test became quite evident after a week stuck in rush hour traffic.

Subaru’s new CVT transmission does help improve fuel economy significantly, but as we discovered, it comes at the cost of a less refined ride. Standard equipment on 2.5i Limited and Premium models as well as on all PZEV trim levels, the CVT revs the engine as low as possible in order to achieve maximum fuel economy. When crawling in rush hour traffic we could feel a vibration in the car from the excessively low rpm.

Subaru made a concerted effort to eek out every last mpg from the Legacy, fighting to compete with the fuel economy numbers of front-drive sedans, while delivering the safety, security and traction of all-wheel drive. This it has achieved with a rating of 23/31 mpg (city/highway), compared to 20/26 mpg for the old five-speed automatic. Our test model achieved an impressive 28-mpg average. An impressive number; it has come at the cost of increased NVH (noise vibration and harshness).

That issue aside, the CVT works smoothly, efficiently and quickly the rest of the time. With paddle shifters and six pre-set “gears” the CVT can shift in as little as 100 milliseconds and we enjoy being able to downshift on the highway when traffic slows, rather than use the brakes.

The CVT tranny also helps to improve acceleration and we were impressed at how the 170-hp and 170 ft-lbs of torque is more than adequate for daily driving. We should note that while this power output is the same as on the old 2.5 model, it arrives 400 rpm sooner for better acceleration and an overall more powerful feel around town.

PREMIUM LOOK: INSIDE AND OUT

Apart from those two drawbacks the Legacy continued to impress, with a look and feel that puts the car a step above a typical mid-size sedan.

Outside it looks like a premium near-luxury model, with an aggressive and individualistic design and plenty of chrome trim and detailing. We particularly like the fact that while most automakers will charge extra for a stylish skirt package, all Legacy models come with the same sporty body. Top-trim models are set apart visually by larger 17- or 18-inch wheels, with base models rolling on 16-inch steelies. A step above the base model, our Premium tester featured 16-inch aluminum wheels.

The cabin of the Legacy is equally impressive with nice metallic accents on the dash, wheel and center console. Standard equipment, this trim can be upgraded to wood on the Limited model – although we think it looks pretty terrible and wish we could get all the extras of the top-trim Limited without the wood. We also like the sporty yet simple gauges.

The only ting we’d like to see improved are the rather bland seats. Leather can be had, but only on the Limited model or on more expensive Legacy 2.5GT or 3.6R models.

As it stands, the 2.5i Premium is very well-equipped, especially considering it’s price of $20,995, or $21,995 with the CVT automatic. A PZEV(Partial Zero Emissions Vehicle) model can be had in certain regions for $300 extra on any trim level.

The base model (starting at just $19,995) includes power windows, locks and mirrors, remote keyless entry, air conditioning, redundant audio controls, cruise control, a tilt and telescopic steering wheel, a 4-speaker AM/FM/CD audio system with MP3/WMA playback and an auxiliary jack, as well as a multi-information display. All models also get an electronic parking brake (a nice touch), as well as a Hill Holder system, which seems rather cumbersome is it requires users to actually push a awkwardly mounted button on the dash to engage the system.

Premium trim models add a 10-way power driver’s seat with power lumbar, a leather wrapped steering wheel, driver’s auto up/down power window, as well as a few minor exterior trim items and 16-inch aluminum wheels. Our tester also featured a $500 All-Weather Package, a must for most Subaru owners, with 2-stage heated front seats, heated mirrors and a windshield wiper de-icer.

As for safety features, all Subys come standard with ABS brakes with EBD and BA, as well as six airbags, a tire pressure monitoring system and Subaru’s Vehicle Dynamics control (VDC) stability and traction control systems.

THE VERDICT

In reaching out to the mass market, the Legacy, at least the entry-level 2.5i model, has lost some of its charm. But it’s also gained a great deal, not the least of which includes a smoother ride, plenty more passenger room and vastly improved fuel economy. Plus, Subaru has managed to hold true to delivering an all-wheel drive family sedan that looks (both inside and out) like a step above the competition.

We understand what the company has done with the longer wheelbase and softer ride and so the only real things we’d want to change would be the low-geared transmission that shudders in traffic and the extra loose steering.

Subaru’s decision to chase market share may cost it some core followers, but it will no doubt pick up far more new buyers, who wouldn’t have given the too-small Legacy of years-gone-by a second look.

And besides, Subaru hasn’t forgotten its hard-core customer base, as those looking for a more engaging drive can still find it in the Legacy, although they’ll have to shell out closer to $28,000 for the 265-hp 2.5GT model.

Hyundai’s Genesis Coupe has been a hit with enthusiasts since it first launched in 2009, and in order to give the aftermarket-tuner crowd even more reason to take a look at this car, Hyundai has introduced an R-Spec model that sheds some content—and therefore some weight—in the hopes of improving performance and giving tuners a better canvas to work with.

FAST FACTS
1. The R-Spec features the same core performance equipment as the 2.0T Track model but with non-essential equipment removed to reduce cost and weight.

2. Performance equipment includes 19-inch wheels and tires, Brembo brakes, an LSD, stiffer springs and shocks plus larger sway bars.

3. Pricing is set at $23,750, a $3,000 savings over the Track model.

4. For 2011 Hyundai has announced an R-Spec version of the 3.8L V6 model.

The starting point for the R-Spec is a pretty good one. Available on the 2.0T model, which comes with a 210-horsepower turbocharged four-cylinder, the R-Spec offers 19-inch alloy wheels, traction control, an antiskid system, high-performance Brembo brakes, a Torsen limited-slip differential, quick-ratio steering, and a lightweight spare tire and wheel assembly. The R-Spec also has a track-oriented suspension that includes higher-rate coil springs, higher-control shocks, a 25-millimeter front stabilizer bar, a 22-millimeter rear stabilizer bar, a front strut brace, plus front strut camber adjustment bolts. The only transmission available with the R-Spec is a 6-speed manual.

Despite its weight-saving mission, the R-Spec still has air conditioning, side-curtain airbags, remote keyless entry, power windows, power mirrors, power door locks, an AM/FM/XM/MP3 audio system, projector beam headlights, an auxiliary jack, a USB port, a leather-wrapped steering wheel and shift knob, and lumbar support for the driver.

ON TRACK, PERFORMANCE INCREASE IS NEGLIGIBLE

We had the chance to drive the R-Spec model at Road America, as well as take a couple of spins on a short autocross course. When pressed, it doesn’t feel dramatically different from the 2.0T Track model, although it does seem to be a tick quicker. Expect a similar 0-60 mph time in the mid six-second range. But that’s somewhat irrelevant as straight-line performance is not what this car is all about.

Like the 2.0T Track, it handles corners sharply, rides stiffly (but not so harshly as to be punishing), and moves nimbly. It doesn’t have the extra power of the available V6, but it’s still pretty quick from a stop.

On the autocross the Genesis Coupe R-Spec feels at home, thanks to its athletic moves and strong low-end grunt. Unlike some other 2.0Ts, turbo lag seems non-existent on both the track and the autocross.

A particular bonus in this model are the Brembos, which instill plenty of confidence when stopping.

It’s tough to say whether the R-Spec is faster than a normal 2.0T Track without the aid of a stopwatch, but removing some features—and therefore, shaving weight—can’t hurt, and tuners will have a better starting point to work with on the R-Spec than they will with the 2.0T Track.

Plus, another big advantage is the $3,000 savings over the Track model – making this “tuner” car more easily affordable to its target audience. With pricing set at $23,750, it’s just $1,750 more than a base model.

What is clear is that the car is much more buttoned down than the inaugural 2009 model. Whether that’s a function of the decontented and sport-tuned R-Spec or simply the result of one full year in production, we’re not sure.

THANKFULLY, THE R-SPEC MODEL ISN’T TOO STRIPPED-DOWN

Perhaps the best part for future R-Spec owners is that the car isn’t as stripped down as it could be. In the past, other tuner models from other automakers have been sold sans radio, or without air conditioning, or minus other goodies. But the R-Spec offers more than enough creature comforts—it can be driven both on the track and to the track.

Hyundai is also promising 30-mpg on the highway, which seems like an achievable number if the car is driven gently. This, from a car that is able to reach a top speed of 137 mph, according to Hyundai.

We didn’t get any seat time on public roads, but based on past experiences with the Genesis Coupe, we’d expect the ride to be rough on broken pavement, and stiff even on the best pieces of asphalt. The Genesis Coupe makes no apologies for being a sports car, and the trade-off is a ride that can be a little on the harsh side. The sport suspension on the R-Spec means it’s likely to be even a little harder.

Otherwise, the R-Spec looks and acts mostly like the 2.0T Track. That means it could be a good sleeper at stoplights and on track days.

THE VERDICT

But really, the point of this car is not to be a sleeper, but rather, to be a guinea pig for whatever modifications weekend warriors can dream up. The fact that it’s not noticeably better or faster than the stock 2.0T Track—itself a performance-enhanced model—is also beside the point. Hyundai is hoping to get an invested, loyal following for a car that was created almost completely from whole cloth, and the R-Spec can go a long way towards that effort.

Over two decades ago Lexus surprised the world, catching the established German automakers off guard with the LS400. All these years later and the Toyota luxury arm has risen from being mocked as a pretender to the court of elite car ownership to a serious rival, thanks not only to its products, but also due to a commitment to service and reliability.

FAST FACTS
1. The Equus is Hyundai’s new $58,000 flagship luxury sedan targeted at the full-size luxury market, which is dominated by cars like the Lexus LS, BMW 7 Series and Mercedes S-Class.

2. With a proper RWD setup, the Equus is powered by a 385-hp 4.6L V8.

3. Standard equipment includes Navigation, an adjustable air suspension, intelligent cruise control, heated and cooled front seats, a reclining heated rear seat, privacy screens and a 608-watt 17-speaker audio system.

4. The $6,500 Ultimate package adds a power trunk lid, rear seat entertainment system with 8-inch screen, cooled rear seats, a fridge, forward view camera and four-person seating arrangement with a reclining rear passenger seat with leg rest and massaging feature.

5. Soon Hyundai will update the Equus with a 429-hp 5.0L V8.

Enter Hyundai and its new flagship sedan, the Equus. Having already garnered praise for the Genesis, allegedly competing against cars like the BMW 5 Series and Mercedes E-Class, the Equus takes aim at the top of the luxury ladder, the S-Class and 7 Series, vehicles synonymous with the world’s elite.

Can Hyundai, a company that seems to be doing absolutely everything right, pull off another Lexus? Perhaps, but they’ll have to do better than just keep up.

HYUNDAI GETS THE LUXURY SEDAN FORMULA RIGHT

At first glance all the pieces seem in place. It’s rear-wheel drive and is powered exclusively with a V8 engine. It’s also enormous, stretching 203.1-inches end to end (longer than an extended wheelbase Lexus LS) and is nearly a full lane wide at 74.8-inches (thicker than an S-Class). That amounts to excessive interior room with lots of space to be chauffeured around in.

It also looks the part, with a front-end design mid-way between a Lexus LS and Mercedes S-Class. It’s imposing and luxurious, though hardly memorable or distinctive. Hyundai made the decision to do without the large hood ornament on U.S. spec models; likely a wise call as the style is a bit too traditional for an up-and-coming brand like Hyundai to pull off. Then again, it would have made passers by take notice. For a car this original, we were shocked at the lack of attention it attracted.

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The Equus is more than just a big grille, however, with massive headlights and LEDs up front, impressive high-grade paint and some big chrome wheels – which are a bit gaudy but at least help the car stand out. Hyundai even made its best effort to hide the car’s origins, with just one “H” badge on the trunk.

SOFT AND SPACIOUS RIDE

Whether driving or riding in the back, the Equus continues to deliver successfully against competitors. It’s whisper quiet – so much so in fact that we suspected a window had been left down a crack on the next car we tested, as the noise entering the cabin was significant by comparison.

The seats are soft and comfortable, both in terms of cushioning and the quality of the leather. Spend an hour and a half commuting home and you’ll arrive refreshed, as we did, surprised that even a gridlocked late afternoon in a rainstorm did little to sour our mood. With a car as comfortable as the Equus, you’ll already feel rested and at home, long before you’ve arrived.

While the rear seats were made use of during our video shoot, sadly none of the AutoGuide staff volunteered to be a personal driver for the week, so we can only imagine just how much more enjoyable the Equus would be commuting in the reclining rear seats – especially with the free iPad Hyundai is equipping each model with.

We were disappointed, however, to discover that our test model did not come with the iPad owner’s manual, despite Hyundai having pumped-up the bonus feature, complete with its own Equus app and related services. Instead, in the glove box we found the usual tomb of a book.

In its home market of South Korea you’re likely to see executives being shuttled around in the back, but models sold on our shores are almost certain to be piloted by their owners. That being said, the car’s driving characteristics are much more important here. Steering is expectantly light, although the brakes are excessively tuned to match, with very little by way of initial bite. Yes it makes for limo smooth transitions, but patience can lead to panic when significant stopping power is required.

An adjustable air suspension with variable dampers comes standard and pressing the sport button on the center console firms the car up considerably – which delivers a more ideal drive for all but highway cruising. The limo can be raised and lowered as well, although with the default lower setting delivering almost enough ground clearance to hop a curb, unless you plan on using the Equus instead of your F-150 to get to the ranch, we can’t think of a reason why you’d need it.

As for the engine itself, it’s as smooth and quiet as the suspension, with the 4.6-liter “Tau” V8 making 385-hp and 324 lb-ft of torque, mated to a six-speed automatic it hits 60 mph in 6. 4 seconds and achieves 16/24-mpg. When it comes to Equus ownership, patience will be rewarded with Hyundai already planning to upgrade the powertrain to a 5.0-liter direct-injection unit with around 430-hp and an 8-speed automatic that should help improve both acceleration and fuel economy.

DRAWBACKS: DETAILS AND TECHNOLOGY

A serious rival up until this point, in the true luxury segment, the Equus comes up short. In two important areas, namely interior materials and high-tech electronics, the Korean Benz is no Benz at all.

We found no issues with the leather, and the assembly of components is first rate, but some of the other materials used are lacking. We’ve seen better wood trim in a 1970s basement and the use of plastic on the center stack cheapens the experience. True, there are nice metal kick-plates when you enter the cabin, excellent stitched leather on the doors and a large piece of aluminum used for the center console, but the control knob for the navigation and infotainment is cheap to the touch, the heated steering wheel is only hot on the leather portion and, worst of all, when we ran the Equus through a car wash, some water slipped through. It was a minimal amount and our camera man didn’t mind, but we bet if it was your wife sitting in the passenger seat, all dolled up for a night out, she’d be furious. And finally, the dash and center stack lack the individuality and creativity of design that should be standard in this segment.

Are we being nit picky here? Absolutely. And without apologies, as buyers in this range expect the best and we can guarantee they will look at the Equus with an even more skeptical eye. There’s an unmistakable feel that the Equus is already a few years old, which it is. Introduced here this year, it’s been on sale since 2009 in Korea.

As a flagship, the Equus brings new technology and features to Hyundai, but hardly to the segment. We’ve already discussed the suspension features, and there aren’t a lot of others. Standard equipment does include intelligent cruise control that can keep the car’s distance from the vehicle ahead, although it’s not an all-speed system that works in stop and go traffic, like the one found on the BMW 7 Series. Apart from that, the only other real feature is lane departure warning.

Additional standard features do include heated and cooled front seats with a driver massage function that uses the lumbar system. There are also rear and side privacy screens, the latter of which can be raised and lowered on the first touch of the power window switch, rather than needing their own button.

In many ways the Equus is more about what you get (and can get) as a back seat passenger. The rear passenger seat gets a reclining function and can operate the seat ahead to make more room. Upgrading to the Ultimate Package (the only option and priced at $6,500) brings with it a four seat arrangement with an 8-inch screen for rear seat passengers, plus the passenger side rear seats gets a recliner-like leg support, massaging function, as well as a cooling function for both rear seats. And don’t forget the fridge. Other items include a power trunk lid (this really ought to be standard) as well as a forward-view camera to see out and around tight corners.

EQUUS OFFERS UNPARALLED SERVICE PROGRAM

While all nice options, none are really innovative. Hyundai has saved that card for the way it deals with potential customers and clients thanks to its “Your Time, Your Place,” and “At Your Service” programs where the automaker will bring the car to you for a test drive. Owners will also be treated to no-charge maintenance for five years or 60,000 miles as well as a valet service where your vehicle will be picked up from your home or office and returned to you, or a loaner provided if you need one. Plus, there’s that iPad, which serves as an electronic drivers manual and with a pre-loaded Equus app allows you to check out features of the car and even book service appointments.

THE VERDICT

One way Hyundai hopes to attract buyers is through attractive pricing of its new flagship luxury sedan, although the numbers also serve as fair warning that not even Hyundai thinks this is a serious competitor to the uber sedans of Germany. Starting at $58,000 it undercuts its nearest rival, the Lexus LS by over $8,000 and is $35,000 (the price of a Genesis) less than a Mercedes S550.

Instead, the Equus is perhaps a more appropriate rival for 5 Series and E-Class buyers looking for extra space without spending the big bucks. It’s just barely in the rearview of the Lexus LS, which itself is half a decade old and on the verge of retirement. Other possible rivals include the new Infiniti M, the aged Acura RL, and Lincoln MKS. Hyundai might even pick up a few Cadillac DTS or STS customers.

So will Hyundai pull a Lexus and surprise the Germans? Not yet. In fact, while a decent enough car, the Equus lacks the attention to detail and originality to pull a Lexus on Lexus. Will future versions make up the difference? Most likely. That is, unless Hyundai calls it a stunt and pulls a Phaeton on us.

A solid first effort, whether you’re cruising the streets of Stuttgart or Beverly Hills, good enough doesn’t cut it at this level.