AUTOMOTIVE PR IN THE TIME OF VIRUS
Published on Sat, Mar 21, 2020
By: Stuart Rowlands
Hyundai Launches 2021 Elantra … Despite Corona Virus Shutout of Live On-Set Automotive Journalists
West Hollywood … Hyundai officially launched its all-new 2021 Elantra and Elantra Hybrid cars at The Lot Studios in West Hollywood on March 17 (St. Patrick’s Day), with a special event broadcast around the world. Aptly located at the original home of the Mary Pickford-Douglas Fairbanks star duo, Hyundai rolled out a glittering light and sound-studded “World Unveiling” spectacular to mark the introduction of the all-new compact sedans.
Originally launched in 1990, the 2021 Elantras will have all the bells and whistles usually found in competitive brands such as Honda and Toyota.
As the Hollywood-style launch with dancers, some on roller skates, gliding around and above one of the Lot Studios massive stages tapered off, Hyundai President and CEO of Hyundai Motors America, Jose Munoz stepped in front of the cameras and officially introduced the World to the new Elantra as a worthy entry into the compact car market.
His pitch included highlighting the new sales points including a “Sensuous Sportiness” design identity, hybrid electric vehicle technology, and segment-first wireless Android Auto and Apple CarPlay connectivity.
“While some manufacturers no longer see the value in the car side of the business, we’re doubling down by offering an all-new model with both gas and hybrid powertrains,” said Munoz, “We’ve sold more than 3.4 million Elantra’s here in the U.S. and more than 13.8 million worldwide to-date and the new, captivating look is going to bring excitement to a whole new generation of buyers. Then once inside the vehicle, they’re going to love all of the progressive features.”
Originally touted as a ‘live’ stars and automotive journalists get together, complete with dinner and drinks, the Elantra launch was quickly halted as the Corona Virus added to its massive lists of events closings. But in the grand old show-biz tradition – the show must go on – and (sans audience) it did.
Production of the 2021 Elantra starts in the fall in Ulsan, Korea and at Hyundai Motor Manufacturing Alabama, and sales begin in the fourth quarter.
Editor’s Note: This report came to us from LACar contributor Stuart Rowlands who is presently hunkered down in his secluded retreat located high in the Hollywood Hills. Rowlands and other members of the automotive media were originally scheduled to attend this “World Unveiling” in person at the studio but the ban on large public gatherings put paid to that. Hyundai “live-streamed” the lavish production from an empty studio … which meant (as noted above) that our intrepid correspondent had to provide his own food, libations, and maybe even a gift bag … as he tuned in on his computer to watch and report. He’s right about the show “going on” too, it did, and for a fairly long time, it seemed. I watched and got pretty much the same impression: Great light show … nice Car. -DS