The Hyundai Equus Story by John Krafcik
 

http://media.il.edmunds-media.com/hy...610103_196.jpg John Krafcik, president and CEO of Hyundai Motor America, provides insight about the development of the 2011 Hyundai Equus and Hyundai's introduction of a premium model.

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Gotta say they're being pretty smart about it overall (from the article at least). But it seems like they should do what toyota and nissan do and give their upscale luxury line a different name (ie. lexus and infiniti). Overall though, I'll stick with my big German cars.