Hyundai heads to Hollywood with new Azera ads
Millions of Americans watched the Oscars on Sunday to learn which films and actors would win small statues for their dramatic work. For Hyundai, however, the event was an opportunity to reach a wide pool of car leasing customers with its latest set of television commercials.
The automaker invested heavily in the TV ads, promoting its 2012 Hyundai Azera and other models with nine separate spots throughout the coverage of the event. Advertisements included two commercials aired in the pre-show chatter and seven that showed during the prime-time coverage.
Viewers saw the Azera sedan promoted with features such as premium luxury design - in an ad titled "Modern Life" - and Blue Link wireless connectivity - in "Talk to my Car." Hyundai hopes to impress vehicle lease shoppers with Azera's relaxing and serene interior, voice-activated controls and affordable price compared to rivals like the luxury Lexus ES350.
"Hyundai is proud to share the spotlight with Hollywood's biggest names on Oscar Sunday and is excited to introduce the award show's huge national audience to the all-new Azera," said Steve Shannon, vice president of marketing for Hyundai Motor America. "The glamour of the event and its star attendees provides the perfect venue to show off our newest luxury sedan."
Additional spots included 30-second pitches for other Hyundai vehicles, from the Sonata Hybrid to the Elantra, Equus, Genesis Coupe and Genesis R-Spec.
However, the Azera stole the leading role in Hyundai's effort to create attention on the swanky evening. Going on sale in April, the car will start at $32,000 and top out at $36,000 with the top-shelf technology package.
Hyundai has refreshed this vehicle by bundling many of the expensive options from the first generation as standard equipment. The 2012 Azera base model comes with a Blue Link telematics system, proximity key with push-button start and heated rear seats.
Sitting inside, passengers can enjoy the standard leather interior, power front passenger seats, optional rear side window, rear sunshade and ventilated front seats.
Under the hood, a direct-injection engine purrs with fuel economy of 23 miles per gallon despite its aggressive muscle. The 3.3-liter V6 engine produces 293 horsepower - plenty of power to challenge segment leaders such as the Nissan Maxima, Buick LaCrosse, Toyota Avalon and Ford Taurus, Hyundai says.
A Bluetooth hands-free phone system complements the list of standard comforts by combining safety and service in the expansive infotainment menu.
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