Hyundai EQ900 records 4,000 pre-orders in a day

A rendered image of Hyundai Motor EQ900

By Park Jin-hai

Hyundai Motor’s EQ900 (globally named the G90), the first model in the company’s luxury Genesis brand, is set to stir up a storm in the domestic car industry.

Hyundai received 4,342 preorders for the top-of-the-line luxury sedan one day after it began to accept reservations Monday.

This number is four times higher than the 1,180 recorded for the second-generation Equus in 2009.

“Given that the EQ900 is a high priced luxury flagship sedan, the number is surprising,” said a Hyundai Motor official. “The elegant and refined exterior and high-end craftsmanship, together with people’s expectations of luxury cars, seemed to have all worked to our advantage,” he added.

The EQ900 will be launched next month with various engine types ― the Lambda 3.8 V6, the Lambda 3.3 V6 Turbo and the Tau 5.0 V8 ― all of which were developed by Hyundai Motor.

The vehicle will be the first mass-produced car with partially autonomous driving, including the highway driving assist system, whereby the car can maintain a fixed distance from the vehicle in front of it without the driver doing anything.

Hyundai Motor unveiled the first premium luxury sedan earlier this month, under the new Genesis brand, challenging German rivals.

The EQ900 boasts greater safety and a balanced driving performance.

Hyundai has spent four year developing the model. A special task force and 1,200 researchers tested the car on various road conditions at home and abroad.

The body is tougher and lighter through the use of 51.7 percent advanced high strength steel, more than triple the previous 16.3 percent of its predecessor.