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Strange, unfunny Hyundai N Performance commercials badly miss the mark

Take a minute and watch the video above. After, you might have questions. I will try to help you with these. But first, here are some questions for you: No matter whether you thought the ad was good or not, does it get you excited about the N Performance subbrand? Do you want to find out more about it? I suspect the answer is "no" for most of you reading. Unfortunately, reading what Hyundai and the ad agency said about these ads isn't going to help much. Intended to skewer traditional luxury advertising tropes, the agency says, these ads are a "tongue-(stuck firmly)-in-cheek poke at automotive and luxury brands taking themselves too seriously." R/GA is the ad agency behind these ads, and its chief creative officer, James Temple, told AdAge, "We want people to rethink their views of Hyundai as a practical, compromise choice, to a brand which shows people through the power of 'N' that they make cars that are fun to drive and which aren't like anything else out there." OK. So, poke fun at luxury and automotive advertising that takes itself too seriously. And to be fair, this sort of thing has been done before to great success and general acclaim. Remember Volkswagen's "Unpimp The Auto" campaign? It cleverly took aim at a then-trendy aspect of the tuner culture and literally crushed it with a new GTI. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. The message was clear: Your over-tuned Ford Focus is both gaudy and inferior. Step up to a GTI, which by the logic of the ad, you don't need to throw tuner parts at to have fun. It built excitement for the hot hatch while earning some automotive credibility by throwing shade at MTV's over-the-top " Pimp My Ride," at that point rapidly losing its halo of tuner coolness. "Pimp My Ride" was a big, easy target to mock. And the relationship to automotive performance (or lack thereof (most were plays on the "Yo dawg I heard you like ..." theme, anyways) made the analogy work. Where the Hyundai ads step off is the target for ridicule. R/GA claims it's roasting automotive brands, and they can say that all they want — I don't see it. I see a childlike understanding of how to dismantle the tropes of a classic Calvin Klein ad — monotone, lots of black, shirtless models, personal beauty products — over which the lightest veneer of automotive reference is applied. So the perfume smells like burning tires. That's still a humorous ad about perfume.

Hyundai, Buick dealer apologize in wake of Chinese baby social media incident

A very strange story out of China today, as Hyundai and a Chinese Buick dealer were forced to face allegations of using allusions to an infamous child murder on a social media site as a way of promoting the safety features of their respective vehicles.
The original sad tale goes something like this: On March 4, a man reported to police that he had left his infant child in a running Toyota RAV4 while he ran into a supermarket briefly. When he came back out, the vehicle and the child were gone. Later in the week a suspect turned himself in to the police; confessing to them that he had stolen a sport-utility vehicle, strangled the infant that was in it, and then buried the child in the snow.
As you might imagine, the gristly incident was covered massively in the Chinese media. (There was huge public outcry as well, as evidenced by the vigil scene, above.) "Changchun baby abduction" was very quickly amongst the highest ranking search teams of the China's Weibo social media site - an equivalent of Twitter in the English-speaking world.

2019 Hyundai Ioniq gets new safety, infotainment tech

The Hyundai Ioniq lineup of electrified vehicles is being updated for 2019 with new safety technologies, more voice-recognition features and standard remote charge management for electric and plug-in hybrid models. Models equipped with navigation capabilities will get an enhanced, natural-language, server-based voice-recognition with a new point-of-interest search database that can suss out locations of charging stations. Driver attention alert and high-beam assist are new available features, along with automatic emergency braking with pedestrian detection, which is standard for the SEL trim along with lane-keep assist and adaptive cruise control. Hyundai says it's working with ChargePoint, which operates more than 32,000 electric-vehicle charging stations, to provide Ioniq owners with access cards and the ability to locate charging stations through the MyHyundai/Blue Link mobile app. Ioniq Electric and PHEV models come with Blue Link-, Google- or Alexa-enabled capability to manage and monitor charging schedules remotely to help take advantage of lower electricity prices during off-peak hours. Hyundai sells the Ioniq in Hybrid, Electric and Plug-In Hybrid variants. The Hybrid boasts an estimated 58 mpg rating from its 1.6-liter direct-injected engine, 32-kilowatt electric motor and 1.56 kWh lithium-ion polymer battery. The Electric boasts a 136 MPGe rating and 124-mile driving range from its 28.0 kWh lithium-ion polymer battery, while the Plug-In Hybrid uses a 1.6-liter direct-injected Atkinson-cycle four-cylinder mated to a six-speed dual-clutch transmission, a 44.5 kW electric motor and 8.9 kWh battery to offer 29 miles in electric-only driving range. Hyundai sold 11,197 Ioniq models in 2017, though it didn't start selling the sedans until late in the first quarter. The 2019 models arrive in dealerships this summer, though pricing hasn't yet been announced. Related Video: Featured Gallery 2019 Hyundai Ioniq Image Credit: Hyundai Green Hyundai Infotainment Hatchback Electric Hybrid PHEV safety features hyundai ioniq hyundai ioniq electric hyundai ioniq plug-in