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T's Auto Thoughts
Ideas, Rants, Raves, and Thoughts on the automotive world
Sunday, April 15, 2007
Land Rover and Hyundai Cross Shoppers (Automotive Advertising)
I've caught this new Hyundai ad with Doctor Frasier Crane (Side Show Bob, Beast, Kelsey
Grammer
or whatever) doing the voice over. I'm not sure how effective it will be. It compares the Land Rover LR3 to the Hyundai
Sante
Fe in various different performance benchmarks including 0-60,
quarter mile
, dry and wet slalom, dry and wet accident avoidance tests. It did however lose out in
cup holders
. (Oddly enough, a significant stat for a family
suv
)
Now, I have a couple problems with the spot. First off, I don't think many people considering the
Sante
Fe are cross shopping with the LR3. The motive may really be to show value, a more expensive
suv
is
severely
outperformed by a less expensive one. The problem with comparisons between vehicles no one actually compares, is that they don't stand for much. A much better ad would have the
Sante
Fe and a more comparably priced SUV, a la Toyota
Rav
4, compared. (
although
the
Rav
4 would beat the
Sante
Fe in most of those categories) A comparison like the one featured in the ad ends up being more of a
gimmick
. At least they got Side Show Bob.
UPDATE: Another spot with the same idea is airing comparing the Hyundai Sonata with the BMW 525i. Same problems with this spot, as the other.
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Matt Talbot
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