Hyundai Equus luxury car with a price tag as high as $40,000

The success of the Hyundai Genesis sedan, however, has the Korean automaker thinking big. If Americans will embrace the Genesis as a Hyundai luxury car with a price tag as high as $40,000, some ask, what's to stop them from embracing a more luxurious model a step up the food chain wearing a Hyundai badge?

Give Hyundai credit. In the teeth of strong competition from Asian and American automobile manufacturers, the South Korean auto giant has managed to carve out a niche for itself in the hyper-competitive US auto market. Twenty years after the Excel Pony was introduced at the budget price of $3750, Hyundai has upgraded its line up and now sells small and medium models, sporty cars, and a pair of SUVs.

Hyundai Equus luxury car with a price tag as high as $40,000