A few weeks ago I got a call from a friend asking me if I wanted to try out a car. – Well sure, I said, what kind of car? I have to admit I wasn’t overly excited when she told me it was a Hyundai. – It’s fun! she promised.
This was the Hyundai she brought me:
And this, ladies and gentlemen, is a 3.8 liter V6 Hyundai Genesis Coupé. And I’m telling you, it was NOTHING like what I thought a Hyundai would be. It’s probably the most fun you can have in this price range. Boasting a good chunk over 300 bhp, all delivered to the rear wheel pair, this thing flies. And the Brembo brakes are great for when it’s time to land. Sure the interior finish and build quality is far from a Porsche or Audi, but the price tag is even further away. If you’re looking for a fun small car, this is in fact not a bad choice.
And I NEVER though I would say that about a Hyundai. Think about this in the context about brands and communication. If you’ve ever worked with us at Honesty you are very likely to have heard me rambling about “the communicative truth” more than enough. I don’t care how many times Hyundai pushes ads on me saying that they’re fun unless they have some hard evidence to prove it. And this is exactly what the Genesis provides. It’s a brand statement. A communicative truth. It’s nothing new of course. In fact, launching a sports car is standard practice to ad “joy of driving” to your positioning diagram for car manufacturers, just think about the Audi R8 as an obvious example, but what’s fun about this car is that it, unlike the R8, is an affordable sports car, and as such it also says “affordable” about Hyundai without making it a boring proposition. And this is a pretty smart thing. What other brands can you think of that could adopt a similar strategy? I can think of a few.