Hyundai to Challenge “Marketing Conspiracy” with Super Bowl XLV Ads

With its three ads programmed to air during the Super Bowl XLV later in the day (Sunday, February 6), Hyundai wants to show the American public that not all compact cars have “uninspired design, cramped interiors and limited innovation”, as marketing portrays them. Two out of the three advertisements showcase the 2011 Elantra sedan, while the third features the 2011 Sonata Hybrid. Videos available after the break.

The first Elantra spot, called “Hypnotized”, will air during the first quarter and it “questions the idea that compact cars are as good as they can be”. It will be followed in the third quarter by the “Deprogramming” ad, which states, among other things, that “compact cars can be more”.

“We love the Super Bowl’s ability to transform over 100 million Americans into advertising aficionados, so we went with a playful theme that ties a marketing-driven conspiracy theory to our fresh take on the compact car segment, the 40-mpg Elantra”, said John Krafcik, president and CEO, Hyundai Motor America. “Building from the first two Elantra ads in the AFC Championship Game, and 10 viral spots online right now, the Super Bowl shifts the campaign into top gear with what may be the biggest group therapy hypnosis session ever attempted”.

Last but not least, the fourth quarter will bring the “Anachronistic City” spot starring the 2011 Sonata Hybrid. By creating a sharp contrast between the car and a variety of obsolete devices, Hyundai wants to highlight its commitment to innovation.

All three ads are the creation of Innocean Worldwide Americas and feature the brand’s 2011 “New Thinking, New Possibilities” vision.

By Csaba Daradics

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2011 Hyundai Elantra Pricing Released, Starts from $15,550

Hyundai revealed the US-spec version of its all-new 2011 Elantra in LA this week, and now the South Korean automaker has released figures and pricing for its fluidic compact sedan contender. Powered by a 1.8-liter Nu engine backed by a Hyundai-developed 6-speed transmission or a 6-speed manual, the Elantra boasts a 40 mpg highway, and 29 mpg city fuel ratings on any and every model. If you're inclined, scroll down for some comparison charts to see how the Elantra stacks up against the competition.

Hyundai's new Elantra, which began assembly this month down in Alabama, will be hitting lots before the end of 2010 with a starting MSRP of $14,830 (before a $730 delivery fee). That price includes standard stability control, traction control, anti-lock brakes, and a trunk-full of other electronic nannies.

The car's wheels will range from 15 to 17 inches, depending on the packages selected, while all models will get the 148-horse / 138 lb-ft engine that's cleaner than some hybrids. Elantras in some states will be rated at 145 horsepower and 130 lb-ft of torque while earning the right to be classified as PZEVs (Partial Zero Emission Vehicles).

Also available are a touchscreen nav system, iPod integration, segment-busting heated rear seats, and a 172-watt or 360-watt sound system, making the Elantra one potentially decked-out looker of a small car.

By Phil Alex

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2011 Hyundai Elantra: Photo Gallery of U.S. Spec Model

Hyundai has let out a comprehensive photo gallery of the North American version of the new Elantra sedan in advance of the sedan's debut at this week's Los Angeles Auto Show. As anticipated, aside from some barely visible alterations here and there including the modified digital display in the instrument panel and tail light crystals, there are no other styling changes over the South Korean market model that was introduced locally in July.

However, unlike its KDM counterpart that's powered by a 140HP 1.6-liter unit with direct-injection, the U.S-spec model gets a larger displacement 1.8-liter gasoline unit with conventional port fuel injection rated at 148-horsepower and 131 lb-ft of torque. Hyundai estimates that the U.S. model will return a highway efficiency of around 40mpg.

We'll have more on the new Elantra from the LA Show floor, but for now, follow the jump to check out our high-resolution photo gallery.

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