Hyundai Opens Up Its Gen-Xphiles

Advertiser: Hyundai Motor America

Agency: Bates USA West, Irvine

Challenge: Convince young car buyers that everything they’ve heard about Hyundai is wrong.

The Ads: In two TV ads, twentysomething Hyundai owners explain why they are pleased with their cars. One of the spots focuses on Jennifer, a restaurant manager, who says she chose the two-door Accent coupe because it makes her feel safe and is fun to drive. Plus, at under $7,500, it was a good value, she says. The second spot focuses on Michael, an elementary school teacher, who bought a four-door Elantra sedan because he liked its style and handling. And, at about $10,000, he thought it was a great buy. The ads end with the slogan, “Driving is believing.”

Comment: Hyundai typically ranks near the bottom of customer satisfaction rankings. AutoPacific, a consulting firm, in April ranked Accent and Elantra among the bottom 10 in its survey of 184 models. So what better way to counter that image than to trot out satisfied customers? In using Gen-Xers who seem serious and practical, Hyundai makes a statement about its cars. But it’s hard to believe that’s an image many young adults aspire to. $$