Hyundai spending big to launch Sonata, promises fascinating experiment with Equus

February 19, 2010February 20, 2010 Omar Rana 2011, Advertising, Commercials, Hyundai Sonata, Sedans

Hyundai stands extremely confident in their all-new 2011 Sonata, but still feels that it could use some support in the U.S. market, and so it is implementing its most expensive launch program ever. $160 million is being spent to launch the vehicle, which is just reaching dealers now.

Compared to the next most expensive campaigns, this one is huge. Hyundai spent $80 million to launch the Genesis, and $120 million in 2006 for the previous-generation Sonata.

Hyundai is also getting ready to role out the 2011 Equus, a full-blown luxury sedan to do head-to-head battle with the likes of the BMW 7-series, Mercedes S-class, and Lexus LS. The Equus will not be an inexpensive vehicle, and is expected by CEO John Krafcik to be a “˜customer-satisfaction halo. Krafcik also mentions that the launch campaign for the Equus will be a very consumer-interactive experiment, and promises a fascinating experience.

Despite an EPA classification as a “˜large car”, Hyundai says that it is one of the lightest vehicles in the segment.

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