A better way to make the comparison would be to look at the advertised prices. As far as I know, Phaetons were generally advertised at significantly higher prices than the Equus is, for similar levels of trim, judging by the sales stickers. There may well have been large negotiated discounts, as there no doubt are with the Equus also. Price might not be the only reason for better sales, but I'm sure it's a factor! I've yet to see an Equus advertised at the price of the sticker on my car!