Amazon and Hyundai team up to offer on-demand test drive program.

A couple of years ago, Amazon started up a new program called “Prime Now” that allowed customers in certain areas – primarily large metropolitan areas that are close to Amazon warehouse facilities – to get same-day delivery on items purchased through Amazon. Now, Hyundai and Amazon have teamed up, in collaboration with INNOCEAN Worldwide and Canvas Worldwide, to create a program called Prime Now. Drive Now. The basis of this program is to allow customers in the Los Angeles / Orange County area to order a 2017 Hyundai Elantra for a test drive directly from Amazon.

The program will initially run for the next two weekends (August 21-22 and August 27-28.) Once ordered, a trained expert will show up at your location and let you take the new Elantra out for a 45- to 60-minute test drive. Once the test drive is done, participants will take the car back to a local Hyundai dealership where they can proceed to purchase the car if they choose to.

Dan Evans – Chief Marketing Officer of Hyundai North America – said, “With our all-new Elantra and Elantra Eco in dealerships now, we are excited to be the first to team up with Amazon to give customers a tailored test-drive experience. 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.”

He can certainly say that again. It is pretty innovative, but it really leaves one to wonder just how successful this short-term program will be for Hyundai. The program is being supported by a full advertising campaign that includes digital video, advertising, and social media announcements, among other things.

Continue reading for the rest of the story.

Why it Matters

I’ve got to hand it to Hyundai. Over the years, it has made huge strides in improving the quality of its vehicles and establishing itself as a prime contender in an overly competitive market. In short, the South Korean automaker has come a long way since it planted its feet here in the U.S. and so far it looks like Hyundai isn’t stopping anytime soon. Even though this program only runs for a couple of weekends, if it is successful – and there is a good possibility that it will be – it could be extended to run a longer period of time. Is this the future of test driving and purchasing cars? I can’t say for sure, but I have a feeling it might be. Once autonomous cars become a true reality, it could be possible to purchase a car online altogether without even talking to a salesman or stepping foot in the dealership. Now that will make things a little more interesting, don’t you think?

Press Release

First-to-Market Program Allows Los Angeles-area Customers to Request a Test Drive Through Amazon Prime Now

FOUNTAIN VALLEY, Calif., Aug. 19, 2016 – Hyundai Motor America, in collaboration with Amazon, announces a limited-time, first-to-market on-demand vehicle test drive program, “Prime Now. Drive Now.,” in which prospective buyers in the Los Angeles/Orange County areas can book 2017 Hyundai Elantra test drives at the location of their choice through Amazon’s Prime Now service at www.amazon.com/primenowdrivenow. Launched in 2014, Prime Now is a way for Prime members in more than 25 metropolitan areas in the U.S. to get quick delivery on tens of thousands of items.

“Prime Now. Drive Now.” will run for two weekends (August 20-21 and August 27-28) and is available to Los Angeles/Orange County-area residents in the market for a 2017 Hyundai Elantra. Prospective buyers will have the chance to schedule 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. After the test drive, participants will be directed to their local Hyundai dealer to finalize the transaction should they wish to purchase.

“With our all-new Elantra and Elantra Eco in dealerships now, we are excited to be the first to team up with Amazon to give customers a tailored test-drive experience,” said Dean Evans, chief marketing officer, Hyundai Motor America. “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.”

The “Prime Now. Drive Now.” program was conceived, orchestrated and executed via a collaboration between INNOCEAN Worldwide (Hyundai’s advertising agency of record), Canvas Worldwide (Hyundai’s media agency of record), Amazon Prime Now, and the Drive Shop (an engagement marketing agency) who will provide trained driving hosts to conduct the test drives.

"Hyundai is leaving no stone unturned in its pursuit to be a better car company,” said Tim Blett, Chief Operating Officer of INNOCEAN USA. “Not only is Hyundai dedicated to making better cars, it’s also innovating by offering a better Elantra test drive experience.”

“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. “The ‘Prime Now. Drive Now.’ program brings a new level of simplicity and convenience for Hyundai drivers.”

The program will be supported by an integrated digital campaign including digital video, digital advertising, SEO, SEM, and social. The digital advertisements will appear on Amazon.com and other premium U.S. websites.

“Prime Now. Drive Now.” test drives can be scheduled between the hours of 9 a.m. and 7 p.m. at www.amazon.com/primenowdrivenow.

HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 830 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle limited warranty, Hyundai’s 10-year/100,000-mile powertrain limited warranty and five years of complimentary Roadside Assistance. Hyundai Blue Link Connected Care provides owners of Hyundai models equipped with the Blue Link telematics system with proactive safety and car care services complimentary for one year with enrollment. These services include Automatic Collision Notification, Enhanced Roadside Assistance, Vehicle Diagnostic Alert, Monthly Vehicle Health Report and In-Vehicle Service Scheduling.

For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com

View the full press release Hide press release
Press release
What do you think?
Show Comments
Car Finder: