2012 Veloster campaign scrapped by Hyundai’s marketing boss

Article by Christian A., on October 11, 2011

The campaign for the 2012 Hyundai Veloster that its agency Innocean has been working on was scrapped by Steve Shannon, the new vice president of marketing for Hyundai Motor America, just two weeks after taking on this post. Shannon’s exact words were: "I thought we could do better." Shannon explained that Innocean’s work didn’t have the “connective tissue” that would hold the campaign together.

It also doesn’t have TV spots, something that Shannon thinks is vital for a car that is aimed at the masses. Shannon then worked on an idea for 15-second spots to get the attention of the Gen Y consumers.

Each spot highlights a different aspect of the car. It comes with a front-seat screen to use in watching movies and playing Xbox. The print ads share one attribute theme and there’s one short, captivating bullet feature for each ad, including "asphalt boom box," "uber drive" and "octane sippy car." Shannon said that these are words that are "more of a menu" and a "big visual that surprises you", according to Autonews.

These ads, which were introduced last week, stand for Shannon's first significant marketing effort at Hyundai. Shannon is the successor of Joel Ewanick, who now functions as the global marketing chief at General Motors Co.

From January to September 2011, Hyundai sold 492,914 units, 20% higher than the previous year, according to the Automotive News data center. In September, Hyundai sold 52,051 vehicles, 12% higher than September 2010 sales. The demand is actually outpacing supply. As of September 1, Hyundai has a 21-day supply of vehicles. The industry average is 65 to 70 days.

In designing the Veloster, Hyundai clearly used the high-performance sport bike as an inspiration. Proof of this is how the unique black A-pillars are able to give the glass a look that is similar to a motorcycle helmet visor. Even with this, it still has the trademark hexagonal grille of the brand, though in a more aggressive form. The front is also where the detailing of the hood scoop can be seen. Also notable are the position lights which use LEDs, another Hyundai signature.

On the inside, the motorcycle theme is apparent, given that the controls and the center stack have a look similar to the fuel tank of a sport bike. It even comes with a push-button starter integrated to it. The floor console is comparable to that of a bike’s seat with the air vents obviously made to look like the tail pipes of a motorcycle.

All across the interior, metallic highlights can be seen. Hyundai is also offering alloy pedals plus the steering wheel and the shift knob covered in leather. Going to the exterior and looking at the sides, the Veloster has those Fluidic Sculpture character lines. Clearly seen as well are the muscular wheel arches and the wraparound taillights and headlights. It also comes with the mirrors and the door handles in bodycolor.

Fitted to the Veloster are the alloy 17-inch wheels though Hyundai is offering two kinds of the 18-inch units. The 18-inch wheels have painted inserts, the first for its segment. Moving backwards to the rear, the design includes the dual-centered exhaust tips in chrome and the unique glass hatch. It is also in the rear where there is the black lower fascia that matches with the front fascia. This is not all as Hyundai is offering optional packages which give the Veloster a chrome grille surround, fog lights, and piano black highlights.

The packages can include a massive panoramic sunroof. Overall, the 2012 Veloster is able to offer advances in the compact coupe segment due to a number of interesting features. There is the Blue Link telematics system and for entertainment the Pandora internet radio that comes with the touch-screen 7-inch display.

Powering it is the 4-cylinder direct-cylinder 1.6-liter engine that’s paired to the brand’s first ever dual-clutch transmission. One unique feature in the Veloster is that it has a third door and thus allow easy access to the seats in the rear. The new 2012 Veloster will be officially unveiled by Hyundai during the 2011 North American International Auto Show.

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