Given that there are more than enough German manufacturers to choose from, it may seem odd for a German theme park to strike a deal with a Korean manufacturer to provide them with a total of 25 service vehicles, but that apparently is what happened when Legoland Germany and Hyundai finalized a two-year sponsorship deal.
As part of the deal, Legoland will use Hyundai vehicles ranging from the i10 city car to the new iX35 SUV for tourist servicing and shuttle rides in and around Legoland. In addition to that, Legoland’s toy cars, which are being used for basic driving school purposes for children ages 3 to 7, will be have Hyundai’s branding attached on them.
Sevilay Gokkaya, Head of Marketing & PR at the Hyundai Motor Germany GmbH, said: “LEGOLAND Germany Hyundai offers a fantastic experience to place the brand products in a family environment."
The partnership with Legoland is a fantastic opportunity for Hyundai to reach out to a market segment that it considers as one of its most sought-after markets: the family.
And with children becoming aware of Hyundai as a car brand, then you can expect a few wide-eyed kids begging their fathers to buy a real Hyundai, because they “look like Legos”.