Hyundai wants to make ads that are really tailored for the Super Bowl

Article by Christian Andrei, on October 24, 2011

Hyundai will have two ad spots in the upcoming Super Bowl XLVI broadcast on Feb. 5. It also has a 60-second commercial before the kickoff. In the past years, Hyundai decided on the Superbowl ads by determining the models that will be launched and seeing if any of their ads are presentable enough for the event.

In an interview with Advertising Age, Steve Shannon, vice president of marketing for Hyundai Motor America, said that the automaker is “making Super Bowl spots.” Hyundai’s marketing has been very aggressive and it resisted the impact of the recession while the U.S. automakers have struggled. He also said that the bar has been set so high.

Hyundai’s focus now is on creating an emotional connection with consumers and not so much on emphasizing the practical reasons since these have been thoroughly covered. This will be the fifth time that Hyundai will appear in Super Bowl.

In 2009, former marketing chief Joel Ewanick made people take notice upon announcing that if the buyers lost their jobs, they could return the car without any effect to their credit. Hyundai’s ads have also informed consumers about its cars’ value and its improved fuel economy as the result of a new design plus modifications.

Hyundai Veloster could be the star of Super Bowl

The world first saw the Hyundai Veloster at the 2011 North American International Auto Show. The cutting edge 2012 Veloster has several innovations that the compact car market has not seen including a third door that would allow you easy ingress and egress into the rear seats, the Blue Link telematics system, a new 1.6-L four-cylinder engine, the first dual-clutch transmission in a Hyundai, and Pandora Internet radio that has a touch-screen monitor.

Inspired by motorcycles

Veloster takes its one of a kind design from high-performance sports motorcycles. It has very distinctive A-pillars that make the glass look like a helmet visor. The front has a modified version of the carmaker’s signature hexagonal front grille that looks very aggressive. It also has the Hyundai trademark LED position lights and hood scoop detailing. You can opt for an additional chrome grille surround, fog lights, a huge panoramic sunroof and black highlights.

Viewed from the side, the Hyundai Veloster has the fluid character lines, aggressive wheel arches, door handles and mirrors that are painted in the body color and wraparound taillamps and headlamps. The Veloster features 17-inch alloy wheels as standard but you can opt between two different 18-inch wheels. These 18-inch wheels have painted inserts, which represent a first in the segment.

The Veloster also has a striking rear styling featuring a glass hatch, black lower fascia that matches the front fascia and dual centered chrome exhaust tips.

Topics: hyundai

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