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Here’s an unlikely “victim” of the annual SEMA show in Las Vegas. Hyundai is soon to launch its S-Class segment Equus flagship saloon in the US, but Rhys Millen Racing (RMR) have already got their hands on the luxury car, “pimping” it with exterior, interior and performance upgrades.

Helmed by the famous racer of the same name, RMR calls their creation the RMR Signature Edition Equus. It comes in two-tone carbon fibre and Red Bull Racing blue satin clear paint by BASF, together with carbon mirrors, front chin and rear deck spoilers plus giant 21-inch alloys. Inside, the Signature Edition Equus will sport embroidered headrests and floor mats plus ostrich hide (what?) leather seats with suede accents.

Performance wise, a special air-intake and stainless steel sport exhaust adds 30 horses to the 4.6-litre V8 engine for 415 hp. To match the added power, the Equus will also get a high-performance 14-inch brake kit.

“This is the third consecutive year we’ve partnered with Hyundai to bring a must-see car to the SEMA Show. The intelligent luxury platform of the new rear-wheel drive Equus is a perfect vehicle for tuners who have graduated from other segments and want to work with the best the automotive industry has to offer,” Rhys Millen said.