by Jon LeSage, remarÂketÂing ediÂtor at AutoÂmoÂtive Digest
Hereâs my thoughts on why Hyundai has made this marÂketÂing investÂmentâŚ..
If youâre attendÂing the LA Auto Show, go to the ground floor of the South Hall and see Hyundaiâs âSurÂvive the ZomÂbie ApocÂaÂlypse.â While it may have been placed there for the LA Auto Show, it was right next to the ConÂnectÂed Car Expo disÂplay booths and sort of stole the show. PanÂelists at ConÂnectÂed Car talked about the potenÂtial of driÂverÂless cars to sucÂceed, dealÂing with disÂtractÂed driÂving, and how OEMs and techÂnolÂoÂgy giants can work togethÂer more smoothÂly â but the zomÂbie disÂplay did grab most of my interÂest.
The zomÂbie disÂplay showed altered verÂsions of two of its popÂuÂlar modÂels, with these being renamed the Hyundai SanÂta Fe ZSM and Veloster TurÂbo ZSM (ZSM stands for ZomÂbie SurÂvival Machine). These anti-zomÂbie packÂages are sure to be more expenÂsive than the MSRP startÂing price verÂsions â but you do get all kinds of perks to fight off the undead â such as knife-blade wheels, dual chainÂsaws, a doom whisÂtle, and a machine gun.
Hyundaiâs disÂplay was startÂed by Robert KirÂmÂman, (that inspired the hit TV series), designÂing a ZomÂbie SurÂvival Machine around a Veloster earÂliÂer this year. The SanÂta Fe ZSM design was built by Galpin Auto Sports and was unveiled at the New York ComÂic Con last month.
So what could be behind this apocÂaÂlypÂtic marÂketÂing camÂpaign? Here are a few of my thoughtsâŚ..
â˘ Itâs got be pretÂty darn cool for a lot of peoÂple to see, espeÂcialÂly MilÂlenÂniÂals and fans of âThe WalkÂing Dead.â
â˘ The SanÂta Fe and Veloster are doing well in sales, but these two were choÂsen for the disÂplay. They do have some of the rugged, off-roadÂing, utilÂiÂtarÂiÂan appeal of the SubÂaru Forester and OutÂback and could be comÂpetÂing directÂly.
â˘ Going to ComÂic Con and ConÂnectÂed Car Expo makes sense for tarÂgetÂed event marÂketÂing, givÂen the interÂests of the niche marÂkets attendÂing these types of conÂferÂences and expo disÂplays.