2011 Hyundai Equus Priced at $58,900

Hyundai’s dive into the luxury sedan market moved a step closer to the showroom this week with the automaker announcing a base price of $58,900 for the 2011 Equus, its new flagship. Two flavors of Equus arrive at dealers in December: the basic Signature model and the $65,400 Equus Ultimate. Both prices include the $900 freight charge — and the much-discussed bundled Apple iPad that serves as the car’s “interactive owner’s manual.” No more fat books to clutter up the glovebox.

The differences between the Signature and Ultimate models are mainly interior luxury features like cooled rear seats, a fridge box in the center console, power trunk lid and a rear-seat entertainment system with an eight-inch monitor.

As it reaches out to attract Audi, BMW, and Lexus buyers, Hyundai is emphasizing service and customer attentiveness with the Equus line. There’s a maintenance program that runs for five years or 60,000 miles, loaner vehicles while the car is in the shop and a Customer Connect Center hotline. “Pampered” is a key Equus concept.

“We’re confident that smart luxury buyers will discover that Equus competes well with similar flagship products” from the German and Japanese brands, said John Krafcik, president of Hyundai Motor America, in a statement.

The Equus is powered by a 4.6-liter V-8 that delivers 385 horsepower, backed by a 6-speed automatic. It’s dressed up with 19-inch chrome rims, adjustable damping air suspension, H.I.D. headlamps, a driver’s seat massage function, sunroof and illuminated scuff plates. There are accessories available from dealers, but no options to order.

Is Hyundai overreaching here for a market slice already spoken for, or is the Equus a viable (and, to some, a money-saving) alternative to the established luxury players?