Is Hyundai's new "super luxury for somewhat less" a good move?

So wait, i have read articles about an upcoming car called the Hyundai Equus. Apparently it is too be much more refined then a Genesis and cost 90,000. But what im trying to infer, is if the 30,000 genisis was too compete with 90,000 Audi A8s and Bmw 7 series, then this Equus is gonna be a player in the Maybach and Rolls industry! Do you agree? Is Hyundai making all the right moves? Their cars are luxury but still not as cheap?