Yes, Hyundai is punching above its weight and public perception. And yes, it's bringing a luxury sedan to the U.S. that's enjoyed considerable success in its home market. But that's where the similarities to the ill-received Phaeton end and where Volkswagen and Hyundai's strategies part ways. Hyundai recognizes the Equus is a niche product that isn't going to transform the brand. It's a sales, pricing and service experiment. So before we get to the good stuff, let's take a quick look at the automaker's tactics.

While fit and finish are easily on par with anything from luxury marques hailing from Japan or Germany, the overall premium sensation you get from a Lexus or Mercedes is notable by its absence. The materials just don't have the same refined and crafted sensation – something that Genesis buyers moving from another luxury marque have noticed in the past. The brushed aluminum trim adoring the center stack looks nice, but feels slightly flimsy. The double-stitched leather on the dash is nice to the touch, but doesn't give, hinting at a hard plastic tray underneath. The buttons on the steering wheel, center column and instrument panel lack the solidity we've come to expect in something costing over 50-large. In short, if Audi is a tactile "10", M-B a nine and BMW an eight, the Equus is somewhere between a six and seven – well above average, but more aspirational than class-leading.

But tactile and driving compromises aside, the level of luxury for the price is completely unmatched. Actually, that's an understatement. It's simply unheard of. There's absolutely nothing in the new car market that matches the Equus on the amenities front for a similar price-point. Add in the (admittedly, yet-to-be-tested) ownership and service experience, and you've just coated a very compelling cake in Valrohna ganache. Then sprinkled some gold leaf for effect. The Equus isn't just the ultimate Hyundai – it's the ultimate four-wheeled value proposition. And while taking that tack might have failed for Volkswagen, in this day and this age, something with this level of luxury without the weight of a traditional luxury badge could be an asset. Hyundai's about to find out, and its dedication to experimentation can only make the automotive world the wiser.

If you're fortunate enough to be driven, make your way to the right rear seat. In Ultimate trim, Hyundai calls it First Class, and the accommodations live up to the name.

To begin with, you've got the normal heated and cooled seat, along with a highly adjustable massage system. From there, you can also enjoy a power headrest that tilts inward to comfortably ensconce your cranium, a seat the reclines so deeply you'd swear your spine is going to hit the luggage, and an ottoman that rises up as a footrest. If you want all this luxury to be heaped on you at once, press a button on the permanent center console, complete with HVAC and infotainment controls, and the right front seat moves forward a foot and tilts to accommodate your expansive dimensions. An eight-inch LCD display rises from behind the front passenger's center armrest, and yes, that's a fridge to your left. You can almost hear the tween screams about who gets the royal throne on road trips.