How Hyundai, Morris are reframing the advertising pitch for auto brands

Technology powers the advertising narrative for auto brands looking to separate their models from the pack

What is common between the recently launched Hyundai Venue, a compact SUV and MG (Morris Garage) Hector, a premium SUV, which goes on sale next month?  Both have chosen technology as their unique selling proposition (USP), aiming their campaign at tech-savvy auto enthusiasts, while hoping to steer in a brand story that is markedly different from their peers.

The Hyundai Venue ad has a young couple showing off the car’s remote engineering prowess, calling it the ‘connected car’. MG is advertising the Hector as the country’s first internet car. Though in different segments of the sports utility vehicle market, both have chosen similar positioning, playing up similar features such as remote sensing, geo fencing, 360-degree cameras and so on. No talk of booming music systems, alloy wheels, low profile tyres, spoilers and leather upholstery, all of which were commonly used to reach out to auto buyers in the past.

So, what is driving the change? A mass adoption of smartphones, coupled with lower data costs, is leading to a proliferation of connectivity features and prompting automakers to offer cutting edge technology inside their vehicles, says Rohit Kumar, head of automotive practice at Kantar, a global research firm. The new campaigns also reflect the desires of the new consumer, seeking a connected, smooth experience over and above the thrill of driving the most powerful engine or sleekest design on the road.

This is also a tactic being used by the challenger auto brands to mark out their territories separately from the defender brands in their categories. In a segment where incumbents have cemented their position over the years, it makes little sense for the challenger brands to harp on attributes that are synonymous with the established brands, says Kumar. For instance, when it comes to cost of ownership, trust, or sales and service, he believes, “Maruti just owns them.” So, it didn’t make sense for Hyundai that has pitted the Venue against the Brezza to touch upon these aspects. “Tech is the new acceleration and new mileage,” adds Kumar.

Hyundai Venue

With every new entrant in the market, expect the technology to become more cut throat. Venue for instance, boasts of Blue Link, a platform that enables an easy flow of critical information between the owner and the car. It is an artificial intelligence-based technology that enhances safety, security and convenience—be it through its remote  functions or an emergency assistance.

Avik Chattopadhyay, co-founder at brand consulting firm, Expereal says, “Differentiating through ‘features’ has always been a popular route by a few brands in India with Hyundai being the clear winner.” Their product advertising has been primarily feature-led with design freshness taking second place. There is no emotion at all, he pointed out. The focus has been on ‘first in class’ or ‘first in category’ or ‘first in country’. Pretty rational stuff to reinforce the value-for-money proposition, as low ownership cost has been the Maruti Suzuki stronghold, he added. Therefore, launching Venue as a “connected car” was what was expected, Chattopadhyay said. 

According to many in the industry, Hyundai beat MG Hector to the tech trail with a campaign that may well have been a part of the latter’s playbook. Based on the iSMART Next Gen technology, MG Hector which hits the road next month also boasts of over 50 connected features. The technology combines hardware, software, connectivity, services and an application that claims to make the driving experience easier.

Puneet Gupta, associate director at I.H.S Markit, a market research and sales forecasting firm, says choosing technology as an USP is also the function of the premiumisation trend gathering momentum in India’s 3.2 million passenger vehicle market. “The target group for these models has already experienced cars in other segments. It is not made up of first-time buyers, but are people looking to upgrade,” says Gupta. So, it is critical that the new companies eschew familiar advertising pathways, especially in the highly competitive SUV segment.

While the jury is still out on whether the tech-led narratives will hold up over time, the campaigns have created enough buzz among the petrol heads. A car, if the marketing mavens have their way, could well sell on the power of its remote; sometime in the near future.