Jack99 5pts @Daye.You might be right. It's meant to target the 7-Series and LS-series, but aside from being cheaper, it still is somewhat below both of them in interior refinement and ride quality.Not a bad car overall, but with the economy recovering, the Equus is just going to be a halo emitter for the rest of the Hyundai brand. 3,000 units/year is their target I believe. Those 3,000 are probably coming from people who are used to paying $40,000-50,000 for their cars, but wouldn't mind spending a bit more for an Equus. Get an new experience from an all-new brand. Why not?