Hyundai versus Tesla
What better way to make your brand stand out by challenging your competitor to come up with something better? This is clearly what Hyundai’s strategy is when displaying the following advertisement named “Your turn, Elon”. But rookies be on the watch! Marketing EV’s against other EV manufacturers could be playing with fire when the biggest market are the gas guzzlers.
Hyundai aims to emphasize the newly unveiled Kona as the “first electric compact SUV”, which is evidently true, depending on competitors’ vehicle classification. The intention for the billboard advertisement is to indicate that Hyundai walks the talk. The business prefers to see actions rather than concepts and promises.
The marketing campaign is unusually provocative in the competitive industry. The statement is authentic and memorable, since it has a clear message and companies rarely call out other executives by name. The advertisement is simple and yet, connects with the current needs and desires of customers, as people are more sustainably aware of their purchases.
Hyundai’s marketing campaign is aimed at sustainable transportation which is in line with the eleventh goal of the United Nations to achieve sustainable cities and communities. "As the automotive industry evolves to meet the needs of a diverse customer base and environmentally-aware society, we will continue to provide alternative-propulsion options in a variety of product choices," said Mike O'Brien, vice president of Product, Corporate and Digital Planning, Hyundai Motor America. "For consumers seeking forward-thinking and eco-friendly personal transportation options, Hyundai's product line-up meets these criteria and more." Therefore, the billboard advertisement is a unique way of stimulating the production of electric vehicles amongst car manufacturers. This aligns with the sustainable cause and vision our organization has set in place, which is promoting and encouraging SMART transportation in cities.
Either way, Hyundai’s billboard display was able to capture the customers’ attention. If they choose to go down this road, customers and competitors will be continuously triggered.
Bibliography
Lambert, F. (2018, March 7). Tesla’s Elon Musk is directly challenged by Hyundai billboard for new Kona Electric.
Retrieved September 28, 2020, from https://electrek.co/2018/03/07/tesla-elon-musk-hyundai-billboard-kona-electric/
Bomey, N. U. T. (2018, March 8). Hyundai taunts Tesla CEO Elon Musk in ad for electric SUV. Retrieved September 28, 2020, from https://eu.usatoday.com/story/money/cars/2018/03/07/hyundai-elon-musk-geneva-motor-show/403840002/
Comments