About one year after Hyundai rolled out its Hyundai Shopper Assurance program to Hyundai dealers nationwide, the automaker is starting national advertising for the program on Super Bowl Sunday (Feb. 3).
And it's turning to actor Jason Bateman to spread its message.
Hyundai’s 60-second first-quarter Super Bowl ad will star Bateman and show what the automaker says is a better car buying experience with Shopper Assurance.
Hyundai says its Shopper Assurance program has provided customers with an efficient and transparent car-buying experience.
As for Bateman, Hyundai says he will bring his comedic savvy to the ad.
“Jason Bateman is the perfect person to infuse humor into this year’s Super Bowl ad and help us communicate the universal truth that people want a better way to shop for and buy a new car,” said Dean Evans, chief marketing officer, Hyundai Motor America, in a news release. “Hyundai has an answer with Shopper Assurance, a program that, together with our dealer partners, modernizes the car buying experience by making it more digital and convenient."
Evans added that the company expects the national advertising “to continue to drive traffic to our dealers and improve the perception of our brand.”
Hyundai’s new flagship premium three-row SUV, the 2020 Palisade, will be the featured vehicle in Hyundai’s in-game Super Bowl ad, along with the Shopper Assurance program. The Palisade will be available at dealerships in the summer of 2019.
Palisade will make its TV advertising debut the week before in a new 30-second spot that will air during the AFC Championship Game on Sunday.
The new ad will continue Hyundai’s SUV quality time theme, but instead of families getting outside together, they will make an exception and gather around the TV to watch the most important NFL games of the season. In addition to the AFC Championship Game appearance, the new ad will also run during the Super Bowl pregame show.
Shopper Assurance consists of four elements that the automaker says make the process of purchasing a car easier. Since the start of its national availability in February, 632 of Hyundai’s dealers now offer the voluntary program, representing more than 77 percent of Hyundai’s sales volume.
Shopper Assurance's four features include, as listed by the automaker:
- Transparent Pricing: Participating dealers post the market pricing (MSRP minus incentives and any dealer-offered discounts) on the dealer websites, so customers know exactly what the market price is for the vehicle. This can reduce the time it takes to negotiate a price and can eliminate the frustration of widely advertised incentives not being displayed on dealer websites.
- Flexible Test Drive: Customers are given the option to conduct a test drive for any new vehicle on their own terms through Hyundai Drive, a platform that allows the test drive to be scheduled by ing the dealer on its website, by phone or by using a custom-built app (in available markets). The selected test-drive vehicle can be delivered to a location of the customer’s choosing, such as their home, their office or a coffee shop.
- Streamlined Purchase: This allows car buyers to complete most of the paperwork online prior to visiting the dealership for a vehicle in the dealer’s inventory, reducing the total transaction time. This includes applying for financing, obtaining credit approvals, calculating payment estimates and valuing trade-ins.
- Three-Day Worry-Free Exchange: Any customer who is not satisfied with his or her purchase is given a three-day period to return the car in exchange for another new Hyundai vehicle, contingent upon a dealer inspection and the vehicle having fewer than 300 miles since the purchase/lease date.
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