Think outside the glovebox, this is not your average owner’s manual

#728 in the Project comes from the post by Jalopnik on the Hyundai Equus

According to Matt Hardigree:

“Hyundai’s newest luxury sedan, the Equus, was just revealed at the New York Auto Show with the announcement it’ll forgo the mostly ignored paper owner’s manual in favor of an iPad, allowing customers to make vehicle service appointments wirelessly.

The Hyundai Equus slots above the Genesis sedan as the top-of-the-line offering of the brand with big, Lexus-like styling and the same 385 HP Tau V8 in its little brothers but at a price starting between $50 and $60K. Most of this was expected, but what caught press conference attendees off-guard was Hyundai revealing it’ll get an iPad tablet instead of an owner’s manual.”

Here’s a spot that Hyundai ran during the Oscar’s:

Marketing Lagniappe Takeaway: Think outside the glove box.  Smart move by Hyundai to leverage the popularity of the iPad to stand out in the sedans of sameness.

Today’s Lagniappe (a little something extra for good measure) – I love a good PR stunt.  Check out Hyundai sponsoring this large vuvuzela:

Lagniappe defined: A marketing lagniappe, i.e. purple goldfish,  is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.

How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth?  Are you Giving Little UnexpectedExtras?

What’s Your GLUE?

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