The 2011 Hyundai Equus luxury sedan represents, like the company's Genesis before it, a new and bold direction from an automaker whose ambition (and talents) have grown appreciably in recent years. In its native Korea the Equus is Hyundai's top model; armored versions serve as official transportation for the country's president. That fact alone should suggest to American buyers, many of whom might be a little leery of a Hyundai that aims to compete with Mercedes-Benzes, that the 2011 Equus is a thoroughly luxurious and prestigious automobile.

Built basically as a larger, posher version of the award-wining Genesis, the 2011 Equus (the name is Latin for horse) offers a level of luxury and refinement that's on par with the best from Japan and Germany. The Equus rides on a modified version of the Genesis' rear-wheel-drive architecture and also shares it's “Tau” V8 engine with the smaller sedan. Despite sharing a template with the Genesis, the 2011 Equus has a longer wheelbase and is taller and longer overall, casting roughly the same shadow as a short-wheelbase BMW 7 Series or Lexus LS 460.

While the 2011 Equus' dimensions are up to snuff, the car's rather derivative, contrived styling doesn't elicit the same response as the flowing designs from the established players in this market. Baroque might be a good word to describe some of the design details with which Hyundai stylists have liberally sprinkled the Equus. From its gaping, glittering chrome grille to its oddly shaped rear haunches, the 2011 Equus is a mishmash of elements from competing designs with a few 1970's American themes thrown in for good measure. Insufficient and confusing badging doesn't help matters outside; the rare passerby who is attracted to the Equus will have a hard time figuring out what it is.

Given that the design team was out to lunch, or perhaps busy with the swoopy and chic 2011 Sonata, it's a delightful surprise that the rest of the Equus exudes a luxurious, well-executed feel. Performance, for one thing, is exceptional. The first U.S.-bound Equuses (Equuai?) will get Hyundai's excellent 4.6-liter, 32-valve V8 engine. The V8's 385 hp and 333 lb-ft of torque are delivered with velvety smoothness, wafting the Equus effortlessly off the line and up into the triple digits. A six-speed automatic transmission handles shifting duties admirably. Some time after launch the Equus will get a punched-out 5.0-liter version of the Tau motor, likely delivering in excess of 425 hp, that should upgrade performance even more.

With the smaller, sportier Genesis taking on the mantra of frisky handling, the Equus is free to concentrate on providing a serene and implacable ride. The front and rear independent multi-link suspension is dampened by height-adjusting electronic air springs that are tuned for cloud-like comfort. Though not at all sporty, the Equus' handling should prove plenty capable for its intended audience. Braking is by large four-wheel vented discs front and rear, contained within the Equus's Bentley-esque 19-inch alloy wheels.

Pure luxury is the Equus' mission, and nowhere is that more evident than inside the opulent cabin. Nearly every surface is covered in high-quality leather, wood, or thick carpeting. The feature quotient, either in the base-level Equus Signature or the loaded Equus Ultimate, is impressive and includes items not even found in big Benzes and Bimmers. The Equus Signature comes standard with heated and cooled front seats with driver massage, GPS navigation with back-up camera, a stunning Lexicon stereo with 17 speakers, power-operated rear seats, and an Alcantara ultra-suede headliner.

The range-topping Equus Ultimate, by far the most expensive Korean car ever sold in America, coddles with an executive-class rear seat that reclines, a'la Maybach, on the passenger side. This arrangement, while involving a rather un-Maybach-like folding of the front passenger seat, imbues the rear cabin with uncommon comfort and spaciousness. Rear seat passengers are also treated to a DVD entertainment system, power headrests, a refrigerator, and an imposing wood console that controls these and other features. These ultra-luxury features make the Equus an ideal choice for chauffeured corporate or livery fleets, especially given the popular Lincoln Town Car's upcoming retirement.

Safety features have not been overlooked in the 2011 Equus. Hyundai has included front, side, and curtain airbags, plus an innovative knee airbag designed to protect the front occupants' legs in a collision. Standard stability and traction control, active headrests, a lane departure warning system, and smart cruise control are all welcome additions. While the 2011 Equus hasn't been tested for crash-worthiness by the government, the 2010 Genesis' rare quintuple five-star rating suggests that the added safety gear will only improve a stellar performance.

Overall the 2011 Hyundai Equus does for luxury sedans what the Genesis did for sports sedans; it makes an incredibly capable automobile available to a much larger segment of the population. In terms of luxury and sophistication, the 2011 Equus can certainly dominate its price class and rival cars costing far more. With its powerful but unhurried drivetrain and soft-riding suspension, the ambitious Equus succeeds on nearly every level. Only styling holds the Equus back. On some level it's surprising that Hyundai hasn't created a separate brand, as Toyota did with Lexus, to market its high-line vehicles. While the move shows confidence in the Hyundai name, it needs to be backed up by a more avant garde identity than the Equus currently provides. Given that identity, and a bit more seasoning, the top-line Hyundai might one day compete on a truly equal playing field with the big boys.