Comprehensive Report: Hyundai Tucson Launch Event Marketing Analysis

This report analyzes the Hyundai Tucson launch event, focusing on the unveiling of the fourth-generation compact SUV in Seoul, South Korea. The event showcased the all-new Tucson's cutting-edge architecture, digital capabilities, and dynamic driving. The report examines the event's structure, highlighting the integration of new technologies and the aim to excite current and future customers. Key marketing topics include Hyundai's emerging Sensuous Sportiness design identity, parametric dynamics, and the integration of technology with lifestyle. The report also identifies key players such as Hyundai Motor Corporation and Thomas Schemera, and their roles in the event. The analysis explores the relevance of the launch to marketing, the marketing issues raised, and the key players involved, providing insights into Hyundai's marketing strategies and the impact of the product launch.

Selection of event: The Launch of Hyundai Tucson
Description of event 300
Seoul, South Korea-Hyundai Motor Corporation unveiled the all-new Hyundai Tucson on
September 15, 2020. A global standard with a long-wheelbase version and a short-wheelbase
variant to satisfy different consumer specifications is the fourth-generation compact SUV (C-
SUV). As the brand is among its most successful, the all-new Tucson is a significant launch for
Hyundai, racking up worldwide sales of more than 7 million units since its initial launch in 2004.
With its cutting-edge architecture, spaciousness, class-leading digital capabilities, dynamic
driving and handling and excellent fuel efficiency, Hyundai expects the new model to draw even
more buyers (Hyundai, 2020).
at the event, Thomas Schemera, Executive Vice President, Head of Product Division at Hyundai
Motor Group said that, "We are excited to introduce the all-new Tucson, the latest model in the
SUV transformation of Hyundai." In the market, this exciting vehicle sets a new benchmark for
creativity, offering an amazing mix of architecture, technology, packaging and performance.
They announce that the all-new Tucson will go on sale as a design for 2021 in Korea in
September. As a prototype for 2022, it will go on sale in the U.S. and other foreign markets
beginning in the first half of 2021 (Hyundai, 2020).
In the event that Hyundai has launched more N Line variants of its models in recent months, they
have stated that they provide an enticing entry point to its high-performance N brand. The
corporation launched the Tucson N line to the European market last year. Hyundai plans to
internationally sell N Line for the all-new Tucson, with a launch date to be revealed later.

Hyundai also unveiled the latest Tucson online, despite the global pandemic, welcoming anyone
involved in exploring Hyundai's most sophisticated SUV ever (Hyundai, 2020). The all-new
Tucson world premiere press conference can be viewed in reaction to the latest situation of
lockdown due to COVID-19 at Hyundai website and its social media platforms, as well as
Channel Hyundai, the company's newly introduced global entertainment portal and Smart TV
interactive application.
Detailed examination of the elements or structure of marketing event 350
In order to showcase new technologies or ideas to clients and prospects, product releases are
included in the event. The aim of a product launch is to get current consumers and future
customers excited about the features and improvements that are coming to their product.
Hyundai has never stopped challenging itself for the past 52 years, not only in the automotive
industry, but also to continue searching for more and to determine what's next in other fields,
such as robotics and technological mobility growth. Research also found that Hyundai was not
regarded as a radical challenger, with substantial traction in Europe in both product and brand
dimensions.
At the product launch event when describing the Hyundai new car Tucson, they said that the new
exterior styling reflects Hyundai's emerging Sensuous Sportiness fashion identity. With kinetic
jewel surface details that highlight Tucson's markedly different personality in a crowded market,
the new SUV embodies what Hyundai designers call 'parametric dynamics.' They also stated that
Tucson is built to cater to those who welcome the convergence of technology with their lifestyle;
the new gadgets to change their lives are embraced by these tech-savvy customers. In its
revolutionary half-mirror style daytime running lamps (DRLs) that are smoothly assimilated

within the parametric grille, only disclosed when illuminated, Tucson's fusion of technology and
architecture is most apparent (Hyundai, 2020).
Purchasers of compact SUVs demand a lot from their cars. For one thing, everywhere they go,
they expect to remain linked, and Tucson provides this capacity. Tucson delivers best-in-class
digital experiences, including networking, to support diverse consumer demands. To begin with
the Digital Key from Hyundai is an app that transforms the smartphone of the consumer into a
smart key. To identify registered users, it uses Near Field Communication (NFC) so that they can
run their vehicle without a physical key present. Customers can lock and unlock their car, trigger
the panic alarm and from up to 90 feet away, start the engine and the climate control system
(Hyundai, 2020).
Hyundai also assessed Tucson's direct and indirect ventilation against advanced aircraft systems
to provide comfort at the next level. In the car, the climate system controls air quality and
purifies the air. Tucson is the first model to feature technology that decreases evaporator
moisture and maintains the air-conditioning system clean and odor-free, helping to maintain the
car in a friendly climate. In select markets, the Car-to-home and air purification features are
available (Hyundai, 2020).

Analysis:
1.1 Why is your selection relevant to marketing? For example, why is it being reported
(in the news) or conducted (as a campaign)? 450
1.2 What marketing topics or issues are raised? If there are multiple topics or issues you
may want to decide which ones – say two or three – to address. 450
1.3 Who are the key players or actors relevant to the selected marketing event? (Players
or actors in management can refer to individuals and/or organizations.) What roles
do they play (or perform)? 450

Reference
Hyundai (2020). Retrieved from https://www.hyundai.com/worldwide/en/vehicles.suv