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As you can see by watching the 2015 Hyundai Genesis commercial, the Korean manufacturer is going to appeal to us both viscerally and intellectually. Hyundai's got a hot smoking car and it's prepared to show the world it can conquer the world's most famous track.
That's where the 2015 Hyundai Genesis (set to debut at the North American International Auto Show) appeals to us viscerally. We see it eating up the track with a throaty exhaust and effortlessly handling the curves. Of course this a feel good spot so Hyundai is not releasing any performance numbers yet. Expect that to come closer to the actual release.
Then the commercial appeals to our intellectual side by including a dainty little butterfly in the mix. It's as if Hyundai is embedding the subtle thought of the butterfly theory – as in a small ripple from a butterfly's wings can cause a tsunami halfway across the world.
Is Hyundai being overconfident that the Genesis is going to cause tsunamis all over the world when it's introduced? At this point, I'm going to say no because so much is riding on the line with this new sedan. Hyundai knows it has to produce a winner to revive the brand or at least keep it full steam ahead. It's not going to sit back and rest on its laurels like Toyota has been done for so many years.
The big news is the 2015 Hyundai Genesis will now be available in all-wheel drive, a first for the near-luxury sedan. That firmly puts it in a higher class of vehicle (with styling matching the 2015 Kia K900 that has a major mistake) when it comes to handling and opens up whole new markets for a vehicle that may have been set aside in colder weather climes in favor of more expensive European competition.
Just like in the music world, there's a bonus track when you go to the Hyundai YouTube channel. You get to see a teaser commercial for the Genesis that's entirely about the beauty shots. It's a wire model inside of a shipping container. Not quite sure what the message was there.
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Comments
Im not surprised to see
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Im not surprised to see another impressive vehicle from Hyundai...but I am surprised to see such a great commercial. Although, all of that drifting through the turns isnt going to amount to a very good time. :)
It is a Korean market
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In reply to Im not surprised to see by Patrick Rall
It is a Korean market commercial. I'm sure it will soften and change with better lighting and less oblique butterfly references when it gets to the US! I like this announcer's inflection but they'll roll out Jeff Bridges and make it more sublime.
That's a shame. They clearly
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That's a shame. They clearly want to be edgy...so why not be edgy in their marketing? Nurburgring clips work for GM, BMW, Mercedes and others...I think that they would resonate well with the type of buyers Hyundai wants to steal from BMW or Cadillac.