As Hyundai steps into the luxury brand market, it is making sure it stands above other luxury vehicle manufacturers by taking light-hearted stabs at them through TV ad spots.
In a few recent Hyundai commercials aired on TV, the automaker compares its new Santa Fe crossover to the Land Rover, and the Hyundai Azera to a BMW. Hyundai points out that the new Santa Fe is 2.0 seconds faster than the Land Rover on the quarter-mile run but the Land Rover beats the Santa Fe in the number of cup holders. Basically, it points out that its vehicles are better here and better there in areas where Land Rover lacks, and that you can get that very thing for less.
In comparison ad history, most automakers used the terms "theirs" or "others" when talking about someone else's vehicles, but never have I seen a commercial grabbed my attention like this. Hyundai uses competitors' full names and vehicles to market its vehicles as having more luxury-bang-for-your-buck appeal to consumers.
I find that to be funny and a very cunning way to under-market the competition. Most luxury vehicle owners by their vehicles because of the name's sakes; sure they get a leather seats and a lot of extra over-engineered features, but will buyers learn to accept the Hyundai name next to Land Rover or BMW in the luxury market?
Is Hyundai crossing the line of marketing? Or is it stepping up its game in the luxury market with customer appeal? Will it become the luxury automaker it is hoping to become? We?ll just have to watch and see what the future holds for Hyundai's luxury line-up.