Carmakers previously sought to fuel anticipation ahead of new car unveilings with spy shots and cover-ups, but nowadays, they are hyping it up with a more up front strategy to tease potential buyers. The full disclosure method _ it seems to be doing the trick.
Uncovering a model before official sales begin helps to stir a pre-sale boom, say local auto industry experts.
Most recently, the country’s biggest auto maker Hyundai Motor gave onlookers the first glimpse of its luxury sedan Concept Genesis at the 2007 New York Auto Show in April.
The V8 powered rear-wheel-drive car won’t be going on sale in Korea until December or early next year, but its dynamic images have been floating the Internet and discussed in print magazines and online forums worldwide _ all of which the maker was aiming for.
As the model has been getting strong reviews, the Web world buzz works almost like free marketing that spreads fast, said an industry official.
Also taking advantage of this method are Kia and Renault Samsung.
Kia unveiled Pride at the Detroit Motor Show in January 2005 and the all-new Lotze at the Frankfurt International Motor Show the same year, both prior to their debut in the home market.
Renault Samsung’s new crossover sports utility vehicle QMX, which is slated to begin sales later this year, also already premiered at the Seoul Motor Show in April, with active fully-disclosed online promotion going on as well.
Instead of completely remaining silent about a new car release, auto marketers say the latest method helps secure wandering consumers checking out numerous cars.
“Seeing the full design and features provides buyers with more tangible details so they can make a solid decision even before the official release,” a local auto marketer said.
However, there are exceptions to the trick.
If an existing model is redesigned, he said, then manufacturers make sure that the details are kept secret because such anticipation keeps buyers from purchasing the old model.
So in the end, it all winds down to what makes a car sells best.[Source: Koreatimes]
