Hyundai wants to emulate Vw’s success with new Super Bowl ads

Article by Christian Andrei, on December 15, 2011

Hyundai Motor Co. wants its ads at the Super Bowl this February to be more entertaining and memorable, according to John Krafcik, the chief executive officer of its U.S. unit. Those automakers that had commercial spots last year reported enduring market share gains. In fact, interest for the VW Passat increased by 70% after its commercial of a kid wearing a Darth Vader costume had aired compared to the past four weeks, according to Edmunds.com (which tracks automotive sales).

Chrysler reported gains too after the release of the two-minute ad voiced by Eminem for the 200 sedan. Edmunds.com said that car-shoppers' consideration for the brand climbed 87% in the week after the Super Bowl.

Edmunds’ CEO Jeremy Anwyl said that the bar is raised because car companies look at what Chrysler gained from the 200 ad and they think that they “can do that too.”Jesse Toprak, an industry analyst with TrueCar.com, which also tracks auto sales, said that the success of VW and Chrysler, which both widened their shares in the U.S. market this year, raises expectations while the expanding industry indicates that more is at stake.

The new 2012 Veloster from Hyundai clearly brings to the compact coupe class innovations like the one-of-a-kind third door to allow easy access to the rear seat. There is also the Pandora internet radio that comes with a touch-screen 7-inch display and the brand’s very own telematics Blue Link system. Powering it will be the new four-cylinder direct-injected 1.6-liter engine paired with the dual-clutch transmission, a first for Hyundai. Looking at how it is designed, there is no doubt that a high-performance sport bike served as inspiration. Its distinct black pillars for instance come in black and make the glass have a look similar to the visor of a motorcycle helmet.

On its profile, one can see various features like its wraparound headlights and the taillights, muscular wheel arches, Fluidic Sculpture character lines, and the mirrors and door handles in the same color as that of its body. It will be fitted with the alloy 17-inch wheels as standard but two kinds of the 18-inch version will be made available. The 18-inch wheels in particular will have painted inserts, a first for its class.

On the front region, there is the hexagonal front grille, a signature of Hyundai, with the LED position lights, another trademark of the brand. Hood scoop detailing can be seen on the front as well. With the design of the rear being dynamic, it manages to complement the front fascia’s rather assertive appearance.

This is due to the dual-centered exhaust tips in chrome, the black lower fascia, and the unique glass hatch. Under the packages being offered by Hyundai as an option, the exterior will have a chrome grille surround added to it, in addition to the fog lights, piano black highlights, and the large panoramic sunroof. Going to the interior, the same inspiration is still there as the center stack and its control have the appearance of a fuel tank from a sport bike.

Integrated to it is the push button starter. Its floor console meanwhile looks like a bike’s seat with the air vents looking like a bike’s tailpipes. All around the interior, metallic highlights are clear. Also available are the alloy pedals as well as the shift knob and steering wheel wrapped in leather. The three-door 2012 Veloster was first unveiled by Hyundai to the world during the 2011 North American International Auto Show.

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