Hyundai to Challenge “Marketing Conspiracy” with Super Bowl XLV Ads

With its three ads programmed to air during the Super Bowl XLV later in the day (Sunday, February 6), Hyundai wants to show the American public that not all compact cars have “uninspired design, cramped interiors and limited innovation”, as marketing portrays them. Two out of the three advertisements showcase the 2011 Elantra sedan, while the third features the 2011 Sonata Hybrid. Videos available after the break.

The first Elantra spot, called “Hypnotized”, will air during the first quarter and it “questions the idea that compact cars are as good as they can be”. It will be followed in the third quarter by the “Deprogramming” ad, which states, among other things, that “compact cars can be more”.

“We love the Super Bowl’s ability to transform over 100 million Americans into advertising aficionados, so we went with a playful theme that ties a marketing-driven conspiracy theory to our fresh take on the compact car segment, the 40-mpg Elantra”, said John Krafcik, president and CEO, Hyundai Motor America. “Building from the first two Elantra ads in the AFC Championship Game, and 10 viral spots online right now, the Super Bowl shifts the campaign into top gear with what may be the biggest group therapy hypnosis session ever attempted”.

Last but not least, the fourth quarter will bring the “Anachronistic City” spot starring the 2011 Sonata Hybrid. By creating a sharp contrast between the car and a variety of obsolete devices, Hyundai wants to highlight its commitment to innovation.

All three ads are the creation of Innocean Worldwide Americas and feature the brand’s 2011 “New Thinking, New Possibilities” vision.

By Csaba Daradics

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Hyundai Sells Over 200,000 Sonata Sedans in North America this Year, Sets New Record

The well received new Sonata is spearheading Hyundai's North American sales efforts this year, with the South Korean automaker selling more than 200,000 examples of the mid-size sedan in the U.S. and Canada in 2010, setting a new sales record. More importantly, the four-door saloon helped the company deliver more than 530,000 vehicles in the United States and over 110,000 in Canada for the first time ever.

"Sonata has delivered some pretty incredible results for us this year," says John Krafcik, Hyundai Motor America president and CEO. "Sonata is the Hyundai brand and it's appropriate that it has led our best year ever. Sonata's innovation has reset the most hotly contested, largest segment in the U.S. car market, with Sonata delivering more year-over-year retail sales growth – about 90,000 units – than any other car in the entire industry."

According to Hyundai, more than 70 percent of Sonata buyers previously owned a car from a brand other than Hyundai with more than 20 percent coming from Honda, Toyota and Nissan.

"This car has meant so much to the success of our brand and our dealers," says Krafcik. "While cars like Camry and Accord spend more than 50 days on a dealer lot, Sonata leads the segment in 'days-to-turn' through the first three quarters. The average Sonata is sold in 16 days."

The Hyundai CEO also added that the Sonata vastly improved its fleet sales record moving from sixth place in its segment last November with a mere 5% retail share, to third, averaging 13-to-16% retail segment share for most of the year, behind Accord and Camry.

In the States, the new Sonata is offered with three engine choices, a 2.4-liter naturally aspirated four producing 198HP or 200HP (depending on the version), a 2.0-liter turbocharged four-banger with 274HP and a 2.4-liter hybrid variant delivering a combined output of 209HP.

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2011 Hyundai i40: European Market Sonata Officially Announced

Hyundai has come out with an official announcement on its new D-segment car for Europe, about a week after the first illustrations of the i40 made their way onto the web. The i40, which was known by the codename ‘VF’ during development, is essentially the European market version of the North American and Korean Sonata, and will compete against cars like Ford Mondeo, VW Passat and Citroen C5.

The new i40 will make its world premiere in estate form at the upcoming Geneva Salon in March 2011, with a four door sedan model following later in the same year. It was designed at Hyundai’s European R&D facilities in Rüsselsheim, Germany, and according to the South Korean firm, it is the company’s first D-segment model to be specifically developed for the European market.

Hyundai claims that the i40 will further boost European consumer perception of the brand to "a more aspirational position" thanks to the vehicle's design, quality, performance and technical features.

“We have bold ambitions for Hyundai in Europe, and the new i40 will provide the momentum we need to achieve our goals in 2011 and beyond. We expect the quality of the new i40 to continue the development of our image in Europe and attract new customers to the Hyundai brand,” commented Allan Rushforth, Vice President of Hyundai Motor Europe.

“The i40 perfectly combines the four elements that have become core Hyundai values: practicality, performance, efficiency, and styling. Our designers and engineers have produced a car that encapsulates what European motorists look for in a D-segment vehicle,” Mr Rushforth added.

The South Korean firm said that the i40 will be Hyundai's most innovative model on sale in Europe, featuring the latest environmental technologies developed under the company’s Blue Drive eco-program, and a powertrain line-up with "best-in-class performance and fuel economy, and very low CO2 emissions."

While Hyundai did not release any specific details on the engine line-up, it is believed that at launch, consumers will have the choice a 2.0-liter four-cylinder petrol with direct injection and an output of around 170-horsepower, plus two variants of the a 1.7-liter turbo-diesel with 115 HP and 136 HP.

The company said more information on the i40 will be released nearer the time of car's motor show world premiere in Geneva.

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Hyundai Drops Pricing on New Sonata Hybrid, Starts from $26,545

Hyundai's all-new 2011 Sonata Hybrid sedan will carry a starting price of $25,795 plus a $750 fee for freight charges for a total of $26,545 when it arrives in the firm's dealerships in early January. The most fuel efficient version of the South Korean maker's mid-size sedan will comes in just two flavors, with the next version being the tech-feature-packed Premium model priced at $30,795, or $31,545 if you add the freight charge.

Both variants deliver 40-mpg on the highway and 35 mpg in the city, with a 37 mpg combined rating from the EPA. Hyundai's first hybrid in the States features a proprietary parallel hybrid drive system, which utilizes a 169HP 2.4-liter Theta II (operating on an Atkinson Cycle) linked to a 6-speed automatic transmission, a 30kW (151 lb-ft) electric motor and a lithium polymer batteries.

Its two propulsion units produce a combined output of 209 horsepower at 6,000 rpm, and 195 lb-ft of torque.

"[The] Sonata Hybrid offers something new to the mid-size sedan segment, with its segment-leading 40-mpg highway fuel economy rating, differentiated appearance, and incredible value," said John Krafcik, Hyundai Motor America president and CEO. "Like the 2.4L direct-injected Sonata and the 2.0L Sonata Turbo launched earlier this year, Sonata Hybrid demonstrates Hyundai's unique approach melding innovative technologies and emotional design into products more and more people want to put in their driveways."

Both versions of the Sonata Hybrid come equipped with LED lights, audio system, power windows, locks and mirrors, and alloy wheels as standard. For more details on each models features check out the list below.

SONATA HYBRID KEY FEATURES

• 2.4L Atkinson Cycle 4-cylinder hybrid engine
• Hybrid starter-generator (HSG)
• Permanent magnet high-power density motor
• 270V lithium polymer battery
• 6-speed automatic transmission
• Electronic stability control with traction control system
• ABS with electronic brake-force distribution and brake assist
• Front active head restraints
• Front, front seat side and curtain airbags
• 16-inch Eco-spoke alloy wheels
• Headlight LED accents
• LED taillights
• Front fog lights
• Side mirror-mounted turn signal indicators
• Unique, tinted chrome front grille
• Bodyside molding tinted chrome inserts
• Chrome window belt-line moldings
• Chrome exterior door handles
• Proximity entry with push-button start
• Remote keyless entry, alarm and immobilizer
• Electroluminescent instrument cluster (Supervision)
• 4.2-inch TFT multi-function trip computer with hybrid technology display
• Dual automatic temperature control
• Floor console mounted rear vents
• Power driver seat with lumbar support
• Chrome interior door handles
• Leatherette interior door panel inserts
• Tilt & telescopic steering wheel with cruise and audio controls
• Metalgrain interior accents
• AM/FM/XM/CD/MP3 with iPod/USB & Aux input jacks
• Power windows, locks, heated mirrors
• Integrated Bluetooth with phonebook transfer
• Automatic light control
• Solar control glass

SONATA HYBRID PREMIUM PACKAGE ADDS THESE FEATURES

• Panoramic sunroof with tilt & slide
• 17-inch Eco-spoke alloy wheels with unique finish
• Navigation system with high-resolution touch-screen display
• Rear backup camera
• Infinity premium speakers, subwoofer/external amplifier (400-watt)
• HD Radio Technology with multicasting
• Leather seating surfaces with heated front seats and rear seat bottom cushions
• Leather-wrapped steering wheel & shift knob
• Auto-dimming mirror / HomeLink / compass
• Premium door sill plates
• Glossy black door surround and outside mirror housing

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