Hyundai's foray into the premium luxury market with the Genesis was a bigger success than most people expected. The next experiment was the Equus, which has just received an update for the 2014 model year. Unless you're a hardcore Korean luxury-car fan, however, you'll be hard-pressed to spot the cars' differences from the outside.
The car's shape was and continues to be conservative, with a long flowing form that mimics rivals Lexus and BMW more than a little bit. New headlights, grille and taillight graphics are quite nice, but don't appear appreciably different.
Hyundai debated whether to make the Equus part of a new premium brand — in the way that Toyota crafted Lexus, Honda made Acura and Nissan birthed Infiniti — but thinks there's enough play in the Hyundai brand name to allow for an expensive, premium sedan. The car speaks for itself — it feels expensive and appropriately priced. Given that Hyundai isn't concerned about pushing huge volumes of the car and simply enjoys selling however many it does, its presence as a halo vehicle for the brand is effective.