Equus is the name that Hyundai has given to its latest car that would be targeting middle-aged people whose income is in between $100,000 to $125,000.
The reason for targeting such a narrow group of customers has been explained by Chris Perry, Hyundai Motor America’s marketing chief, as a strategy where the focus has been sharpened than the ad campaign which they had launched for their Genesis Luxury Sedan two years back. He explained that these people had the capability but did not see the need to invest in such a car. Their ad was to woo these customers in for the purchase.
Expected to be priced over $50,000 the ad campaign for the car would not resort to the normal means of yahoo ads or the likes but rather go for social networking sites to advertise the car. Johm Krafcik CEO Hyundai Motor America puts it as “very similar in mind-set to the original Lexus customers circa 1990.” This is going to be Hyundai’s highest priced car as on date.
They would also use the Apple iPad tablet computer base for their ad campaign by placing the ads on digital publication that are available for owners of the iPad gadget. Discussions on the ad campaign strategy are yet under consideration and is expected to be finalized by next month. Innocean Worldwide Americas has been tasked to handle the creative content of the ad. This company is a subsidiary of South Korean parent, Hyundai-Kia Automotive Group. They are also the ones that created Hyundai’s “Loyalty” campaign that was seen during 2010 FIFA event.
It was Genesis that Hyundai had used to start its presence in the US market. With Equus, Hyundai is targeting a sales figure of close to 2,000 units annually. Genesis itself had sold 12,900 units in the first half of the year. They have also launched a TV campaign labeled “Hyundai: Uncensored”. Drivers of Hyundai vehicles are asked for their reactions in this ad.
Source: 4wheelsnews
