Some people just can't get past the Hyundai badge, but the 2011 Equus is gunning for the top ranks of the luxury sedan segment--and it's not exactly short of ammo. Whatever you think of the Equus' chances, the DUB edition Equus for SEMA vaults it right into the German ranks with a murdered-out custom treatment that wouldn't look out of place on a 7-Series or S-Class.

We're not saying it would improve the looks of the 7-Series, S-Class, or Equus to most eyes, just that all of these high-end sedans have been subjected to similar treatment.

So what makes the DUB Edition Hyundai Equus different from the standard-issue car? It's not yet built, but the rendering hints at the planned mesh grille, dUB custom body kit, tinted windows and tail lights, and custom two-tone matte/gloss black/charcoal paint. Needlessly gigantic 24-inch alloy wheels sit at all four corners, wrapped in pricey Pirelli P Zero Nero rubber.

Inside, the Equus with get the full DUB audio treatment, plus a redesigned leather and suede upholstery setup and ambient lighting.

The DUB Edition Hyundai Equus will hit the SEMA show floor November 2.