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Hyundai Motor has launched an aggressive ad campaign in the U.S. that taunts rivals BMW, Toyota and Land Rover. In a comparative, provocative TV commercial that concedes that the Azera (the American name of the Grandeur TG) cannot self-park, a feature the Lexus LS460 boasts, Hyundai claims that it would be more reasonable to purchase its vehicle at half the price of the Japanese car and use the rest of the money for a valet parking service.
Listing the high-quality features of the Azera against the LS460, the commercial concludes that Hyundai offers a similarly-equipped luxury sedan for less than half the price of an LS460, allowing Azera drivers to pay someone to park their car. There are regulations against such comparative ads in Korea, but not in the U.S.
Another commercial shows the Hyundai Santa Fe and a Land Rover LR3 dropping from the sky and then racing along a rain-soaked track to highlight the superb horsepower of the Hyundai. A narrator says, "The Santa Fe beat the Land Rover in the 0-to-60 test and in the quarter-mile test" as well as on the dry and wet slalom and accident avoidance tests. "But the Land Rover did beat the Santa Fe in the number of cup holders. Well, you can't win everything.Ħħ
In another commercial, a Hyundai Sonata gradually eclipses a BMW 525i while the voiceover claims that the Sonata has more cabin space, greater horsepower, superior acceleration, a better warranty and a more appealing price.
The commercials were produced by Siltanen & Partners, Hyundai Motor America's new ad agency. They began airing on TV and in movie theaters in the U.S. in early April.
(englishnews@chosun.com )
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