In the glovebox of every new Hyundai Equus, you'll find an electronic owner's manual on a free Apple iPad. Hyundai and their agency have done a spectacular job of helping the vehicle's most important features come to live through animations, simulations, interactive demonstrations, and live video. The app encourages exploration of the car's features and elegantly balances tech specs with aesthetics and creature comforts with handling and performance. Hyundai has raised the bar for auto manufacturers with its new four passenger flagship vehicle. This app also gives retailers in all segments a glimpse of their own futures--where the line between product and experience vanishes.