EvErythingFebruary 2013 ISSue 2 Product NewSletter coNtact uS: www.spi1986.com

extra-long list of standard features that are anything but standard or the 429-horsepower 5.0-liter V8 engine under the hood.

So Hyundai decided that one way to increase the exposure of the equus to prospective owners would be to take the equus to the people via a program called “Perfect drive”:

• ThesewereRide&Driveeventswhereparticipantsnotonlygotachancetoseethe equus, they could drive one, too.

• During2012,eventswereheldinkeyluxurymarkets,suchasNewYork,PalmBeach, orange county (california), los angeles and the San Francisco bay area.

• Morethan2,300peopletooktestdrivesoftheEquus.• Theprogramtargetedexistingownersofluxuryvehicles,likeMercedes-Benz,BMW,

lexus, Infiniti and audi.

the key to the success of these events was that they offered a relaxed atmosphere with the goal of introducing prospective owners to the equus and providing them with “ah-ha” moments (when partici-pantswouldstopandthink,“Ah-ha,IneverrealizedEquushadallthistooffer”).

a secondary benefit of these events was that, after people attended one, they would tell all of their friends,creatingpositiveword-of-mouthbuzzabouttheEquus.

teaming with someone the caliber of Hank Haney (he is best known for coaching tiger woods and MarkO’Meara,aswellashisGolfChannelshow,The Haney Project: Charles Barkley (in which he attemptedtofixBarkley’sinfamouslybadswing),addscredibilitythattheEquustrulyisapremiumvehicle designed for discriminating drivers—and that it gives participants even more reasons to talk about the event with their friends.

the goal of Perfect drive and similar programs is to raise consumer awareness so the next time they are in the market for a new vehicle, or a friend asks what to recommend, equus is on their short list.

going PlacEs, MEEting PEoPlE! even though the equus has been in the Hyundai product lineup since the 2011 model year, a lot of people are still “new”toHyundai’smost luxurious sedan. these driversdon’tknowaboutthe

as part of the Perfect drive program, Hyundai teamed with celebrity golf instructor, Hank Haney. one of the events was held at the breathtaking tPc Stonebrae country club overlooking San Francisco bay. this was a win-win program for the participants, as it introduced them to the luxurious equus at a stunning private golf course—all while they learned how to take strokes off their golf game.

the Perfect drive events were the perfect mix of equus, elegance and excitement in a grand environment.

Morethan2,300participantstest-drovethe equus as part of the Perfect drive program at prestigious private clubs.

lifEstylE and EvEntsShopping Tour

another way of introducing the equus to luxury car owners is by staging regional events at upscale shopping malls. one example of this occurred when equus took center stage at upscale malls in Southern california and the New york area during the holiday season:

•ThekeywastoraiseawarenessoftheEquus,reachingpeoplewheretheyliveandshop.•Themallswereselectedbasedonthedemographicmixoftheshopperswhofrequent

that mall.•ThemalltourwaspartoftheongoingplantoincreasetheexposureoftheEquus.•Aftertheholidaymallprogram,Equusdealersintheareareportedanincreasein

floor traffic.

If you have any ideas on new ways to introduce the equus to prospective owners, please email JamesStewart,SeniorGroupManager,PremiumProductOperations,HyundaiMotorAmericaat:jstewart@hmausa.com

Luxury Lifestyle

equus is starting to show up in some very luxurious locations.

For example, one luxury livery company was about to replace the fleet of sedans they use to shuttle guests for the luxury hotels in their area, and they decided to look at the equus as an alternative to the vehicles currently in their fleet.

after conducting a thorough analysis, they determined that the equus was considerably more luxurious than the cars they were replacing. but before they could make the switch, they had to get approval from the hotels to make sure they were luxurious enough for their guests—and theyagreed!SonowthecompanyhasafleetofEquussedans—that’squiteasuccessstory!

hcd-14 PrEMiuM concEPtBrand Vision for the Future

on January 14, at the North american International auto Show in detroit, Hyundai pulled the coveroffoftheHCD-14PremiumConceptSedantogiveaglimpseofHyundai’sfreshthinkingfor future premium vehicles.

“we instilled Hcd-14 with a premium-sport 4-door coupe presence,” said christopher chapman, chief designer, Hyundai design North america. “Its sleek silhouette is beautifully dangerous, and insidethedriver-centriccockpitprioritizesdramaticsculptureovercontroloverload.Laminatedand milled-wood delivers a fresh, topographical map-like visual interest throughout the cabin-length center console.”

Here are some of the leading-edge technological features of the Hcd-14:

• Thetypicalinstrumentpanelbuttonsandknobsarereplacedwithastate-of-the-art driver eye-tracking/3-d hand-gesture recognition system that controls navigation, audio, HVac and smartphone functions. In addition, the Hcd-14 has a head-up display. this technology provides the driver with complete control while keeping his or her eyes on theroad.ItrepresentsHyundai’svisionforfuturevehiclesandsetsanewbenchmark in active safety technology.

• HCD-14isa2+2designwithrear-hingedreardoors.Openingthereardoorrevealsasingle,oversized,brushed-aluminumhingearticulatingdiagonallyfromthereardoorcutline.Withboth doors open, the Hcd-14 has an inviting and commodious cabin ambience.

AutoweekeditorsrecognizedtheHyundaiHCD-14Conceptasthe“BestConcept”inits2013NorthAmericanInternationalAutoShowEditors’ChoiceAwards.HCD-14beatouttheBMW4-series and Ford atlas in the Autoweek voting process.

other highlights revealed during the press conference include:

• OnefifthofallEquusownerstookatestdrivefromtheirhomeorofficebeforebuying an equus.

• HyundaiPremiumvehiclesmakeup9%ofthepremiumsegment.• Equussetanall-timesalesrecordin2012.

inforMationWhere to Find Answers

Simply put, equus is the most sophisticated sedan in the Hyundai lineup. this level of informationcanbeintimidatingandfrustratingwhetheryou’reanEquusowneroradealershipsales associate. the purpose of this article is to make you aware of where to look when you need to find equus information. Here are some of the most popular sources.

WWW.HYUNDAI.COM

while the information contained in this newsletter was deemed to be correct at the time of printing, specifications and equipment may change. No warranty or guarantee is being extended in this book and Hyundai reserves the right to change product specifications and equipment at any time without incurring any obligation. Information as of February 2013.

EQUUS iPAD APP

this is the consumer website—from the home page, click on the equus to be taken to the equus page, where you can:

• Watcha“VideoTour”overviewofEquus.• Click“BuildYourOwn”—thenonceyouenteryourZipCode,youcancustomconfigure

an equus.• YoucandownloadanEquuseBrochure.• CompareVehicles—onceyouselectanEquusmodel,thecomparatorsuggestsvehicles

for the comparison, or you can select the precise model and trim level.

ThisistheSalesTrainingwebsiteanditincludesaVideoReferenceGuidewithafullrangeofHow-ToVideos,aswellasaccesstotheQuickReferenceGuideandWarrantyComparison.

use all of the available resources to learn all about everything equus has to offer.

WWW.SPI1986.COM

the equus app for the iPad allows anyone to experience a more thoughtful approach to luxury. the interface is as refined and intuitive as the equus itself. and with the ability to access the completeOwner’sManual,everythingyouneedtoknowaboutthisexceptionalvehicleis literally at your fingertips. with the equus app you can:

• LocatethenearestHyundaidealerandscheduleservice.• ExperiencetheEquusLaneDepartureWarningSystem.• ExperienceEquusadaptiveheadlights.• ExperienceEquusrear-passengermassageandrelaxationtherapy.• ViewtheEquusOwner’sManualandQuickReferenceGuide.• BrowseagalleryofallHyundaivehicles.