In the realm of U.S. automotive sales, 8% is a magic number. When an automaker hits 8%, they know they’ve become one of the big guns. Ford, Chevrolet, Toyota, Honda, Dodge and Nissan have all made it, and 2011 is expected to be Hyundai’s year.

So sayeth market research firm Polk, and I’m tempted to agree. Hyundai and its partner-brand / internal rival Kia have steadily been evolving into truly world-class carmakers. They’re keenly priced, inoffensive to look at and comprehensively covered quality-wise – everything the vast majority of new car buyers want in this day and age.

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If you were wondering what's next on the Hyundai and Kia Group's agenda of world domination, the answer is the addition of a third brand to the firm's portfolio to compete head on with Japan's Lexus and Infiniti, and possibly even Germany's finest, including BMW and Audi.

The luxury arm would most likely be called Genesis and include the South Korean firm's current rear-wheel drive offerings such as the Genesis Sedan and Coupe, plus the soon-to-be-launched onto the American market, Lexus LS-rivaling Equus.

The automaker, which saw its U.S. market share increase by an overly impressive 50 per cent in the past two years, would further enhance the range of the Genesis brand with a compact sports saloon in the likes of BMW's best-selling model, the 3-Series, and a crossover utility vehicle to compete with the Lexus RX 350.

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Rhys Millen Racing (RMR) is proving to be solid partner for Hyundai as for the third consecutive year, the two companies have joined forces at the SEMA Show. For this year's edition of the Las Vegas event, RMR customized Hyundai's new Equus luxury flagship with exterior, interior and performance upgrades.

On the outside, the Signature Edition Equus combines a two-tone carbon fiber and Red Bull Racing blue satin clear paint with an array of carbon fiber parts including mirror caps, front chin and rear deck spoilers, grille and exhaust outlet trims. The HRE 21-inch P40 wheels round off the exterior package.

The interior of the SEMA Show Equus sports RMR Signature Edition embroidered headrests and floor mats, and -hold on - ostrich hide leather seats with suede accents.

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[*Updated with photo gallery] And yes, we have a third tuned Hyundai Equus ready to take the ride to Las Vegas for the 2010 SEMA show - see the other two proposals here and here. This time the culprit responsible for the tune is Mummbles Marketing, which created the 450-horsepower-strong, VIP themed "Elegant Equus".

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Surprisingly, the all-new Hyundai Equus is grabbing the attention of tuners well before it makes its way into U.S. showrooms in December. The crew over at Dub Magazine is the second team (that we know of) after Rhys Millen Racing to be readying a customized version of the South Korean firm's range-topping sedan for the SEMA Show in Las Vegas.

"We know that SEMA show-goers look forward to seeing the cool new cars like Equus and the unique ways we customize them," said Myles Kovacs, president and co-founder, DUB Magazine. "With this car we tried to give tuners an idea of what modifications can be done within the luxury segment."

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Hyundai's second attempt at the luxury segment after the Genesis, the all-new Equus full-size sedan, will arrive in U.S. showrooms in December with prices set at US$58,900 for the Signature version and US$64,900 for the Ultimate that gets all the bells and whistles, the South Korean automaker announced today.

Both prices include a $900 destination charge as well as free maintenance for 5 years or 60,000 miles, a complimentary valet service which includes a dealership employee picking up and delivering the car for maintenance, and an iPad that replaces the traditional owner's manual.

Not surprisingly, the Equus is priced much lower than other entry-level proposals in the in the luxury full-size sedan segment such as the Mercedes S-Class [S400 295HP V6 Hybrid $91,000], BMW 7-Series [740i 315HP six-cylinder $70,650] and the Jaguar XJ [385HP 5.0L V8 $72,700] and Lexus LS [LS 460 380HP 4.6L V8 $65,380].

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The soon-to-be-launched onto the U.S. market Hyundai Equus doesn't exactly scream SEMA Show material, but that hasn't stopped the Korean firm from allowing Rhys Millen Racing (RMR) to customize their flagship limo for the Las Vegas tuning convention. Dubbed the RMR Signature Edition Equus, the S-Class sized saloon will be upgraded with a variety of exterior, interior and performance parts.

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According to US Hyundai CEO John Krafcik, Hyundai is looking to set an "all-time" sales record in September partially thanks to high demand for the new Sonata sedan.

Krafcik told Autonews that September "looks fantastic [for Hyundai]. The industry looks decent -- I wouldn't say great -- but I think we're going to be fine." That's because the two latest Hyundai models to arrive have been the well received Sonata and the crisp Tucson.

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Hyundai, the South Korean automaker-that-could, plans to offer more personalized service and deliver the royal treatment to owners of its upcoming $50,000+ Equus luxury sedan that will slot above the Genesis in the firm's U.S. lineup.

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