Hyundai dealers are all for massages in the backseat of an Hyundai Equus

Hyundai dealers are all for massages in the backseat of an Hyundai Equus

At Hyundai dealerships around the nation, I bet a lot of the employees think they deserve a pat on the back. Hyundai as a company and dealership network as worked harder than the competition over the past few years to emerge as the top value brand on the market. In fact, they might deserve more than a pat on the back. How about a massage?

Well, perhaps not everyone at Hyundai dealership will get the chance for a massage, but some will. That's because the all-new Hyundai Equus, a top-end luxury model, will include a trim level that offers a shiatsu-style massage experience in the back seat. The option will also include a remote to control the front passenger seat position, allowing the rear-seated passenger to stretch out in the reclining chair complete with footrest.

This doesn't really sound like Hyundai does it? The brand offering low-priced vehicles? The brand that probably doesn't have a single dealership with a leather couch?

True, but as anyone paying attention to automotive news (or anyone with their eyes open while driving down the road) should know, Hyundai as a brand has moved beyond being a price point retailer. The brand has added value to its vehicles aggressively through improved interior and exterior design, options, and tremendous warranty.

Of course, this new amenity may not appeal to "drivers" per se. After all, to get the most out of a massage chair in the back seat, a chauffeur is advised. In fact, the Equus models in South Korea are often driven by chauffeurs, as are many full-size cars.

So even though Equus owners in the US are likely to drive these cars themselves, I'm sure their kids will have a lot of fun determining who gets to sit on the passenger side of the back seat.

Hyundai only expects to sell between two and three thousand Equus models in the US a year starting out. The goal of the model is to establish their luxury offering with the intention of growing it more down the road in North America.

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