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Didn’t Acura do this same gag years ago?
My how times have changed.
from Merrie Melodies to Hyundai… the US never tires of seeing pissed off Axis power types look silly.
After seeing the Genesis Coupe commercial, I sure wanted to get in line for one. Great ad showing it rip up the track.
“Hyundai…..sounds like Sunday” was also rather effective. Although, if you didnt already know how to pronounce it, I doubt you really fall into the potential customer pool.
The Hyundai like like Sunday line dates back to 1986 Excel commercials in the US in 1986.
So why do they pronounce it so differently in Australia? Down there they say “High-Yun-Die”.
They also do Nissan weird too, “Niss (like Piss)-in”, versus “Knee-Son” like in the US.
It’s “Mah-zda,” with a short “a”, everywhere but the U.S.
As an ’emerging’ brand, I can sort of see why Hyundai feel it’s important advertise on Superbowl.
I do question how wise it is to implicitly position themselves as a brand so generally viewed as the Japs’ and Krauts’ inferiors, though. I mean, why else would being beaten by them be such an end of the world tragedy?
Especially when selling into a market as socially hyper conscious as the kind of up and comers who would actually cross shop a Bimmer and a Lexus(?)
Sort of my thoughts when I saw this commercial. I guarantee you that the execs at Bimmer are not screaming because the Genesis won NACOTY. I would wager the complete collapse of the global automotive industry is far higher on their minds.
But it was a decent commercial.
Kia have a similar theme going here in Australia. Same agency perhaps?
God it’s been painful trying to catch any tennis with these ads seemingly at EVERY stinking break.
BMW does not have nearly as much to fear as Lexus and Infiniti. Lexus and Infiniti owners buy their cars for substance, and the substance of the Genesis seems rather strong. Hyundai will just have to be careful that Hyundai dealers treat Genesis owners as well as Lexus and Infiniti dealers treat their buyers.
The biggest threat to BMW, on the other hand, is that, as Top Gear has pointed out, Audi has replaced BMW as the brand for show-off cocks to drive.
As long as the cars are made well and the dealers treat people well the new age of austerity is going to be good to the Hyundai brand.
WhatTheHel:
Acura may have tried the same gag, but for them it was only a gag, they’ve yet to produce a serious V8 rear wheel drive sedan like the Genesis.
Acura’s only threat has been to fully optioned Hondas. With the exception of the NSX (a Honda in Japan and Europe), which was a Ferrari killer.
gamper:
In my experience not knowing how to pronouce Hyundai has never stopped anyone from buying one.
I just thought that ad was funny. To me it seems the ad was designed to get people into the showroom, Bimmer owners or not. If I were considering a pre-owned luxury mark, I might consider buying this new instead.
@no_slushbox:
Yeah, Lexus, Infiniti and I would lump in Acura more so as well. If that Genesis Coupe drives as well as the G37 coupe (probably not all that difficult) its going to be a major headache for Nissan. Also, the Genesis sedan, generic looking as it may be, is still more comely than a TL, by a mile.
Everybody at the bar laughed at the commercial (in exactly the way Hyundai intended).
Every American pick-up driving “he-man” will generally acknowledge that his working wife (or somebody else’s ol’ lady) relies on a Hyundai for transportation, and that they’re cheerful, reliable rides.
The days that people apologize for driving these cars are over.
And, the people that seem to think that the Genesis Coupe is “ugly” or “overweight” need only to look at the Challenger and Camaro – at least Hyundai doesn’t rely on nostalgia to develop cars.
Interestingly, no Cadillac! Indifference is the most hurtful insult.
No suprise that Lincoln is probably not even considered.
In five or so years when the economy is better, we’ll look back on this night and recall not seeing ads for the brands formerly known as GM and Chrysler, while seeing ads for Hyundai.
Yes, I suppose there was history made with a 100 yard run on the field. But history was also made with some Hyundai ads, just as Apple made history in 1984 with their ads.
I think we know who will eventually be selling products in a lot of soon-to-be vacant car dealerships.
In five or so years when the economy is better, we’ll look back on this night and recall not seeing ads for the brands formerly known as GM and Chrysler, while seeing ads for Hyundai.
This is a good point. The lack of ads from certain companies speaks volumes about who the players today are. Even on regular programs every day you don’t see nearly as many D2.8 ads as before. What ads you do see are paid by local dealers and run in off peak time slots, and cable. Advertising is a barometer of health for many industries
It certainly won’t be me buying this overwrought Tiburon clone. Talk about nostalgia. Even Hyundai can’t design a car without looking to the past, even if it is the recent past. I’ll take the Camaro or Challenger please.
at least Hyundai doesn’t rely on nostalgia to develop cars.
That’s because nobody in their right mind gets nostalgic about a ’86 Excel!
I liked this commercial. Got some chuckles at the bar we were at.
Superbowl Sunday, for the first time not one domestic car was advertised. Even the Genesis ad spoke of foreign competition not one word of lincoln or caddy. Talk about irrelevance.