Hyundai Smarter Website Wants to Sell the Sonata to Women
It’s hard to deny that the Hyundai Sonata is a good car. It has all the features and handling a midsize sedan should have. Yet, it’s biggest problem is finding its target demographic.
Now that the ten millionth Elantra has been sold, Hyundai intends to garner similar success with its other models. The brand has launched the Hyundai Smarter website as part of an advertising campaign to show how the 2015 Sonata is the smart choice for women.
Hyundai Smarter Website Celebrates Women Car Buyers
In order to rival the success of the Honda Accord and Toyota Camry, Hyundai established a new website dedicated to celebrating women and the issues they find important. If you haven’t checked out the Hyundai Smarter website yet, here is the first screen you’ll see:
Visitors are greeting by an inspiring quote (from Maya Angelou, in this case) on the landing screen. Inspirational quotes is just one category that the site displays on the home page. You’ll also find videos about impactful women, social media conversations, test drive reactions, and sweepstakes.
“In today’s fast-paced environment of personal, professional and social living, women want to associate with brands that understand our unique needs and value our time as a priority,” entertainment industry professional Shanti Das said during a kickoff event for the campaign in Atlanta.
The Hyundai Smarter campaign reaches out a certain demographic which haven’t been swayed before into buying a certain car: not just women, but women of African American ethnicity. Most Japanese automakers haven’t reached out to this customer group yet, and American brands are too busy selling “family vehicles.” That’s why the grand prize in the sweepstakes is a trip to the 46th Annual NAACP Image Awards.
“We celebrate the successes and contributions of women,” said Zafar Brooks, director of diversity and inclusion for Hyundai Motor America. “We are proud to launch this campaign, which speaks to the interests of the multicultural women market.”
Why is the website called Hyundai Smarter? According to the website, “Hyundai is proud to celebrate the success of women. Women are setting new milestones and changing the world. We honor the courage, accomplishment and pathways to success for today’s woman. You inspire us to reach higher, to try harder, and to be SMARTER.”
Ultimately, the Hyundai Smarter website promotes the 2015 Sonata, and it’s doing so by empowering women with quotes and interviews.
What do you think? Will the approach work?
Dawn Carberry is the digital marketing manager and the head blogger for the Haddad Automotive Group, located in the city of Pittsfield in Western MA. The Haddad Auto Group includes Haddad Toyota, Haddad Subaru, Haddad Hyundai, and Haddad Nissan new car dealerships, and Haddad of South County used cars.