What luxury means to different people depends upon a variety of things:
where they’re from, how wealthy they are, whether or not they care much
about what other people think and so on. Hyundai, which brought its 2014
Equus luxury sedan in New York City Wednesday, seems to be going for
the market where comfort and price matter, but overtly impressing other
people doesn’t.
The Equus is pleasant to look at, with a nice shape and lines that my
brain tells me equate luxury in some vague way. But that’s just the
thing. The car blends in. It looks like something that the Agriculture
Department would use to pick up midlevel bureaucrats from the airport,
if the department were in Seoul. The car’s looks are ambiguous, with no
defining feature that jumps out at me as really, really distinct.
Tuesday, July 30, 2013
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