Hyundai Motor and Rolls-Royce Motor Cars unveiled their most prestigious segment cars separately on Wednesday in Cheongdam-dong, a district strewn with luxury designers’ boutiques in southern Seoul.

Hyundai, Korea’s largest carmaker, introduced the more luxurious version of its upscale sedan Equus, four years after the previous launch ahead of its official sale starting early December.

Though there is no drastic change in exterior design, the chrome grille and LED headlamps have a more sophisticated styling, while the rear combination lamps were also newly designed to emphasize a serene, modern image.

Special features like full-color head-up display, premium sound system supported by Harman International, digital transmission control, and retractable window shades made of glass are all integrated into basic options for the latest model. 

The security system has also been enhanced to support the advanced-technology smart cruise control that starts or stops the car based on the car’s distance from the vehicle in front of it and the warning system for when the vehicle is within another’s blind spot.

The carmaker did not unveil the retail price of the new model, citing the official launch schedule next month.

“Based on product quality and reasonable price, the new Equus will secure a special competitiveness against import cars in the nation’s ultra-premium segment,” said a Hyundai official.

On the same day, Rolls-Royce, the English manufacturer of ultra-luxury cars, launched a new Ghost saloon, one of the three exclusive models inspired by the Art Deco movement in the early 20th century, for the first time in Asia.

Only 20 limited vehicles have been produced for the Art Deco Ghost edition and one of them was iunveiled to local press on the day. The retail price of the made-to-order premium sedan starts from 473 million won ($435,000).

All the design details such as simplicity in form and sweeping lines reflect the artistic movement that stemmed from Paris. Wood frames used in the interior design are handmade by craftsmen.

“Korea is one of the most important markets for us and still has a lot of potential for further growth in sales. That’s why we chose Korea for the Art Deco edition’s Asian debut,” Brenda Pek, Asia Pacific marketing head, told The Korea Herald.

In Korea, some 20 Rolls-Royce vehicles are sold every year.

By Lee Ji-yoon (jylee@heraldcorp.com)