Judging by its spec sheet alone, the Hyundai Equus Ultimate would seem a shameless knockoff of the Mercedes-Benz S550—air suspension, gadgets galore and a 429-horsepower V8 under the hood. But a closer look reveals that the Equus is playing its own game, offering junior Masters of the Universe an altogether different proposition.
The dissimilarities aren't all about money, but the most salient fact about the Equus is that it costs less than an S550. A lot less. And how might you spend the windfall that's not being funneled into S-Class payments? Hyundai might have an idea about that. So watch and learn how Hyundai is trying to redefine not only the luxury sedan market, but America's driving culture itself.