Pricey 2011 Hyundai Equus

• Hyundai pulls the wraps off the 2011 Equus at the N.Y. auto show
• The Equus is the most expensive Hyundai to be sold in the U.S.
• It will launch with a starting price in the mid
  -$50,000 range.

The 2011 Hyundai Equus, which will start at $55,000 when it goes on sale in the U.S. in late summer, made its official debut on Thursday at the 2010 New York Auto Show. The Equus is the most expensive Korean vehicle to hit the U.S. market, and whether or not it will be accepted by U.S. consumers will be a critical test for Hyundai.

Hyundai is clearly trying to move away from its value-oriented reputation here, by pitting the Equus against such rivals as the $65,000 2010 Lexus LS 460 and the $91,000 2010 Mercedes-Benz S550. While the Korean automaker didn't give specific pricing on the Equus, such as base price plus destination, it issued a statement saying, "The Equus will launch with a starting price in the mid-$50,000 range."

Hyundai sells two versions of the rear-wheel-drive Equus on its home turf: the standard version we're getting, which retails for between $55,000 and $90,000 in Korea, and the long-wheelbase model, which ranges from $120,000-$129,000. No word yet on whether the U.S. market will get the more expensive version of the Equus.

The Big Apple reveal of the Equus also included lots of technical information. The U.S. Equus gets the 4.6-liter V8 that delivers 378 horsepower and 324 pound-feet of torque. The engine is mated to a ZF six-speed automatic transmission with Shiftronic manual control. Hyundai said the Equus will return an estimated 16 miles per gallon in city driving and 24 mpg on the highway.

The Equus rides on the same basic platform as the Hyundai Genesis, although it is 7.2 inches longer than the Genesis.

Consumers used to purchasing Hyundai vehicles as basic transportation will be surprised at the high level of amenities offered in the Equus. They include an optional massaging driver seat, an optional camera located in the front grille to help detect objects when parking, and a premium audio system with 17 speakers.

Inside Line says: Are you ready for a $55,000 Hyundai? — Anita Lienert, Correspondent