Hyundai commercial slang

How Hyundai and Amazon Translated Slang into Sales 

I stumbled upon the Hyundai x Amazon "SLANG" ad (https://chatgpt.com/c/67f88527-e024-8009-8fa0-2438128a6b08#:~:text=Amazon%20%22SLANG%22%20ad%20(-,watch%20it%20here,-)%20while%20browsing%20YouTube) while YouTube browsing, and it immediately stood out to me not just because it was funny and engaging, but because it used humor, Gen Z slang, and an incredibly unlikely partnership to deliver a strong marketing message. A marketing student and lover of a good, creative campaign myself, this was the perfect opportunity to dig into what made this campaign tick. The ad is part of a marketing collaboration between Hyundai and Amazon, where they use trendy slang terms like "Sus," "Let me cook," and "Chat" to describe elements of the 2024 Hyundai Kona. But under the humor is a real business model that indicates a shift in the manner auto brands are reaching young buyers and how tech giants like Amazon are entering the car-buying arena. 

Summary of the Article and Campaign:

1.Product Partnership Innovation Hyundai is now the first automobile brand to retail cars directly on Amazon. Beginning in late 2024, customers will be able to shop and buy some Hyundai vehicles on Amazon.com, a shift that represents a big change in the conventional car-buying process. 

2. Younger Audiences Targeting – The ad uses popular slang terms and social media fads to attract younger millennials and Gen Z. By presenting the 2024 Hyundai Kona in a light-hearted, relatable way, Hyundai is clearly attempting to appeal to a new generation of car buyers. 

3. Amazon Alexa Integration – The 2024 Kona comes with built-in Alexa, which not only showcases Amazon’s growing presence in the auto industry but also reinforces the tech-forward features that younger buyers are looking for. 

Hyundai’s Value Proposition:

Hyundai’s broader value proposition is all about offering affordable, high-tech, reliable vehicles with modern designs. The brand consistently delivers strong value across price points and has a reputation for innovation in safety and technology without the luxury price tag. 

Marketing Relevance and Execution:

This is a new product introduction and marketing campaign rolled into one. What makes this campaign timely is the manner in which Hyundai is doing it: by embracing digital sales through Amazon and speaking the language of a younger generation. This is not just a typical car commercial—this is a culture-forward content piece designed to go viral online. 

Hyundai is doing a few things well here:

1. Humor, Cultural References: Trendy slang helps the ad stay current and shareable.

2. Platform Crossover: By partnering with Amazon, they're making a shift to where and how people buy cars.

3. Tech Integration: Promoting Alexa's integration in the car appeals to consumers seeking convenience and connectivity in cars. 

The Challenge:

Hyundai is trying to be different in a crowded, rapidly changing car industry. Younger consumers are less interested in old-school car advertising and more interested in lifestyle, voice, and online convenience. Dealerships also receive distrust from younger buyers who enjoy the convenience of purchasing online. Hyundai and Amazon are countering that but it ain't easy. The Ford and Toyota competition are also investing heavily in EVs, technology, and online platforms. 

What Makes This Strategy Special? 

Hyundai advertising is special because it takes pop culture, humor, and technology and mixes them into a cohesive campaign. Every car commercial settles for driving scenes and dramatic soundtracks Hyundai did the opposite, converting jargon into specs and buzzwords into advantages. It speaks directly to a young, digitally born purchasing persona who cares about having a good time, being real, and up-to-date technology. 

Critique of the Campaign:

Overall, the campaign is a good play. It checks key boxes entertainment, relatability, product information but it does pose some risks. Slang-based humor can date quickly, and not everyone will be aware of the references. Furthermore, trusting Amazon to manage auto sales may scare off some older buyers or loyal dealership shoppers. Strategically, Hyundai needs to continue building that bridge between transportation and technology, but they're going to have to make it easy to value and learn about buying a car online, especially for the new-to-market customer. 

What I Would Do Differently:

If I were a product manager, I'd pair this campaign with interactive digital features on both Amazon and Hyundai's website like AR car previews, chatbots, or quizzes that find your ideal Hyundai model. I'd also take the campaign even further on TikTok and Instagram Reels with influencer partnerships to solidify the relationship even further with Gen Z. 

What I Learned:

What I take away from this assignment and article is that marketing is not about commercials anymore it's about creating cultural moments. Hyundai's "SLANG" ad is not a prank; it's a smart, calculated step toward experiential, digitally led marketing. Partnerships like this might be the future of car shopping.