Hyundai to deliver on-demand test drives via Prime Now
Hyundai Motor America and Amazon have teamed up on what they call a “limited-time, first-to-market on-demand vehicle test drive program,” “Prime Now. Drive Now.,” in which prospective buyers of the 2017 Elantra in Southern California can book test drives at the location of their choice through Amazon’s Prime Now service.
Hyundai will deliver test drives via Amazon Prime Now.
Prime Now enables Prime members in metropolitan areas like Atlanta, Baltimore, Chicago, Manhattan, Brooklyn, Portland and, yes, Los Angeles, to get free two-hour delivery on tens of thousands of items, the release said.
Amazon reportedly has 54 million Prime members in the U.S.
“Prime Now. Drive Now.” will take place throughout the last two weekends of August and is available to Los Angeles and Orange County-area residents in the market for a 2017 Elantra. The experience includes a 45- to 60-minute test drive in which “a trained expert conveniently brings a 2017 Hyundai Elantra to their location — front door step, office, local coffee shop — making for a simple and quick test drive experience,” not unlike the trend toward package deliveries anywhere.
After the test drive, Hyundai notes participants “will be directed to their local Hyundai dealer to finalize the transaction should they wish to purchase.”
“We know people are looking for a new way to experience our vehicles, and with the convenience of Amazon’s Prime Now service, ‘Prime Now. Drive Now.’ is an innovative solution we are testing to modernize today’s automotive shopping experience,” said Dean Evans, chief marketing officer of Hyundai Motor America, in a statement.
Hyundai worked with ad agency Innocean Worldwide, media agency Canvas Worldwide and engagement marketing agency Drive Shop on the campaign.
“Hyundai’s brand is known for its obsession with making drivers’ lives better, while Amazon has revolutionized the retail experience. When you combine the two, you have a revolutionary way to test drive and purchase a Hyundai Elantra,” said Paul Woolmington, CEO of Canvas Worldwide, in the release.
The program will be supported by digital video, digital advertising, SEO, SEM and social, the brand said. Digital advertisements will appear on Amazon.com and “other premium U.S. websites.”
Hyundai’s luxury brand, Genesis, also recently announced it integrated Alexa voice commands in its G80 and G90 models.