The Hyundai Sonata is already popular with automotive diehards, making the 2011 Car of the Year short list and taking the top spot in the informal Autoblog poll. Now, the question arises as to how Hyundai will introduce the slightly delayed, $25,795* hybrid version to the world? The answer is through ads that will be broadcast first during the upcoming Sun Bowl on December 31. The eco-friendly hybrid, which gets 35/40 miles per gallon, city/highway, will go on sale this January and is Hyundai’s first hybrid vehicle.
The first ad, called “Anachronistic City,” tries to make the best of Hyundai’s late-on-the-scene hybrid entry, suggesting that it’s quite common to improve from the first generation of an innovative product. Take that, Prius and Insight. Hyundai Motor America’s president and CEO, John Krafcik, said in a statement that: “The spot makes a point about how all technology evolves. Hybrid Sonata capitalizes on the learnings of hybrid models that have come before it, and advances the technology so that it’s practical and affordable for a broader consumer audience – not just early adopters.” The campaign of eight ads was created by Innocean Worldwide Americas.
PRESS RELEASE
Sonata Hybrid Marketing Debuts on Hyundai Sun Bowl Broadcast
Campaign Kicks Off January Showroom Introductions for Hyundai’s First Hybrid Model
FOUNTAIN VALLEY, Calif., Dec. 27, 2010 /PRNewswire/ — The 2011 Hyundai Sonata lineup – a finalist for 2011 North American Car of the Year – gets an eco-friendly boost in January with the infusion of the brand’s first-ever hybrid model. Sonata Hybrid’s introduction to Hyundai showrooms will be supported by a national marketing campaign debuting on college football’s Hyundai Sun Bowl, Dec. 31 on CBS. Hyundai Motor America’s agency of record, Innocean Worldwide Americas, developed the new Sonata Hybrid campaign.
The first 30-second Sonata Hybrid spot, titled “Anachronistic City” acknowledges that Sonata is not the first hybrid to market, but rather the smart challenger of conventional, early-generation hybrids. Sonata Hybrid represents a sophisticated evolution of the technology, wrapped in a more appealing package. A variety of early-generation devices – all innovative in their time – are woven throughout the spot including 1880s-era high wheel bicycles, mid-century typewriters, a blimp that resembles the Hindenburg, 1980s-era cell phones, a “portable” record turn-table, black-and-white TVs, silent movies, a folding camera and jiggle belt gym machines.
“The spot makes a point about how all technology evolves. Hybrid Sonata capitalizes on the learnings of hybrid models that have come before it, and advances the technology so that it’s practical and affordable for a broader consumer audience – not just early adopters,” said John Krafcik, president and CEO, Hyundai Motor America. “Like the 2.4-liter direct-injected Sonata and the 2.0-liter 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.”
Sonata Hybrid delivers a segment-leading 40-mpg highway fuel economy rating, higher than any other mid-size sedan, hybrid or non-hybrid. In city driving, Sonata Hybrid delivers 35 mpg, yielding a 37 mpg combined city/highway rating from the EPA. Sonata Hybrid’s fuel economy is powered by the industry’s first application of third-generation lithium polymer batteries which are more space efficient, lighter weight and offer higher energy density than existing nickel-metal hydride and pending lithium-ion applications.
The all-new Sonata was the first mid-size car to receive a five-star crash test rating under National Highway Traffic Safety Administration’s new, more stringent 2011 system and received an Insurance Institute for Highway Safety Top Safety Pick honor, placing it in a safety position unsurpassed in the industry. In keeping with Hyundai’s simplified approach to product packaging, Sonata Hybrid comes in just two flavors from the factory – the very well-equipped Sonata Hybrid at $25,795, and the incredibly well-equipped, tech-feature-packed Premium version at $30,795.
Hyundai’s title sponsorship of the Sun Bowl, played in El Paso, Texas, includes eight total 30-second spots. In addition to Hybrid Sonata debut advertising, Hyundai will include ads featuring the two other Sonata powertrains – the standard 2.4-liter gasoline direct injection model and the 2.0-liter turbo model. And the Hyundai Holidays campaign will continue on the Hyundai Sun Bowl featuring music from YouTube sensation Pomplamoose.
2011 Sonata models will tally 200,000 combined sales in 2010 – all produced by Hyundai Motor Manufacturing Alabama in Montgomery, Ala. The 2011 North American Car of the Year winner will be announced at the North American International Auto Show on Jan. 10 in Detroit.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai’s 10-year/100,000-mile powertrain warranty and 5-years of complimentary Roadside Assistance.
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