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