The Hyundai Motors has reportedly used the idea of a Russian doll to introduce its new Elantra, the small car with big car features. The ad involves designing, engineering and animating 18 mechanical arms to transform a ceiling decoration into robotic apparatus. The campaign launches with a 45-second TV ad, with online, print and point of sale running in support.
Hyundai's marketing director, Oliver Mann, told a website that "The Elantra is the latest new model to be unveiled by Hyundai, and maintains the brand's reputation for groundbreaking car design, matched by groundbreaking communications."
"The new TV spot uses state of the art CGI to convey that Elantra incorporates big car thinking and design in a beautifully compact shell," he added.
It may be noted Hyundai Motors has last month expressed apprension over achieving its sales target for this year on account of higher petrol prices and increased cost of borrowings.
Hyundai Motor India marketing and sales director, Arvind Saxena, has said, "In the beginning of the year, we had forecast a 6-7 per cent sales growth. That may be difficult to achieve now."
Saxena said because of cheaper diesel price compared to petrol, customers are preferring diesel cars, adding that diesel models currently comprise 28 per cent of Hyundai's overall vehicles sales.
Hyundai sold 6,16,039 cars and sport-utility vehicles in the previous year. Though the company's domestic sales were up 4.8 per cent in 2011, which stood at 3,73,709 units, its outbound shipments dropped 1.9 per cent to 2,42,330 units.