Perhaps the most valuable thing about the Super Bowl (NFL Major League Football Championship), which is known as the "American Spring Festival Evening", is not the game itself, but the advertising time that costs millions of dollars per second and has more than 65438+ billion viewers. Although the attention of Super Bowl advertising has declined in recent years due to various reasons such as duration and creativity, it is still the most valued annual appearance opportunity for many brands.
Car brands are almost never absent. This year, eight car advertisements appeared in the Super Bowl, including Audi, Porsche, GMC, Toyota, Hyundai, Kia, Genesis and Jeep. Audi and Porsche brought their latest flagship electric cars, e-tron and Taycan, respectively. Toyota left these precious tens of seconds to a new generation of Highlander. Hummer returned to the market as an electric car and chose the Super Bowl for its debut.
It is worth noting that Hyundai-Kia Group has occupied three advertising spaces in this year's Super Bowl, which shows that it attaches importance to the American market. Among them, the luxury brand Genesis first appeared in the Super Bowl advertisement, bringing the first SUV Genesis gv 80, which has not yet been listed in the United States. This is just a foreshadowing, and soon GV80 will land in the United States, which is an important market that Genesis has successfully developed in the past few years.
Genesis? GV80 calls youth in Super Bowl advertisement? Luxury's slogan, those old cliches that challenge Germany by stealth? Luxury. However, Genesis, as the youngest luxury car brand in the global market, how can it be called young except age? Luxury?
1
Is Genesis only sold to young people?
Genesis? GV80 spent 59 seconds in the Super Bowl advertisement telling a very simple story:
The protagonist John? At a luxurious private party, the legend complained that this kind of activity, which is sought after by the upper class, is old-fashioned and boring, and the communication between people is false and exaggerated. After the criticism, I'll show you what a young luxury is when I leave. Luxury goods)
Genesis and even modern KIA like to use big stars as the leading role in advertisements. This is a tradition, but in Genesis? In the GV80 commercial, John? The main function of this legend is to depict the image of Genesis users-young, knowledgeable and intelligent nouveau riche.
Like Chris, the heroine in the advertisement? Teigen mentioned on the phone to those old-fashioned rich people, old? The past efforts and achievements of luxury goods are worthy of recognition, but times have changed and should now belong to Young? luxurious
We can almost read the positioning and purpose of Genesis brand in the 59-second advertisement: German luxury brands headed by BBA have long represented the first choice and standard of the rich, but Genesis believes that the rising young upstarts no longer agree with the preferences of their predecessors, because the rigidity of the old-fashioned luxury cars, even if they are young, can not impress young consumers mentally (just like in the advertisement, the heroine spits out those rich people who deny plastic surgery. )
Genesis brand was officially launched on 20 15, mainly in the Korean and American markets. Judging from the three cars G70, G80 and G90 currently on sale, Genesis has gained a good reputation, among which the most recognized ones are styling design, configuration and service. It can be considered that this way is the easiest for a novice to enter the luxury car market: it avoids the most outstanding mechanical quality of German luxury brands and leaves a deep impression on those who have design and product value.
Facts have proved that this development path is correct. For example, in G80' s user feedback, some users upgraded from mainstream household brands, and mentioned rich configuration and intimate service. As for the consumers transferred from other luxury brands, they found Genesis's strength in driving quality and safety technology. Rising brand reliability is also a card of Genesis. Last year, Genesis ranked fifth in the reliability ranking published by American Consumer Report, second only to Lexus and Porsche among luxury brands.
2
GV80 doesn't look young.
In order to make Genesis reach the threshold of luxury, Hyundai Kia Group has hired Bentley designers from the beginning, so several cars listed before have Bentley's shadow on their front faces, such as a large metal grille. By GV80, the similarity between the front face and Bentley is more obvious due to the body size, especially the styling characteristics of SUV.
Genesis released the GV80 concept car at the 20 17 new york Auto Show, which is nearly 90% similar to the current production version. Many novel design elements are retained, the most prominent of which is the design of two split headlights on both sides of the grille, which Genesis calls Quad? The car light can be simply understood as four headlights.
Although we have seen the design of split light group on some new cars of 20 19, for example, on the new Chevrolet, the daytime running lights and turn signals are integrated in the upper part, while the far light source and the near light source are placed separately below, similar designs will gradually be popularized in new cars in the past two years. However, the difference of GV80 is that its four independent light groups are basically the same in shape. All four light groups adopt LED strip design, which forms daytime running lights in the middle of the front face, and the four light groups distinguish different lighting functions.
Therefore, on the whole, the larger metal grille and two parallel lights on both sides establish the most recognizable shape of GV80. Two? Lines have also become a key element of GV80. Grille, light group and four light groups are independent, which is the most novel design of GV80. The taillight part also echoes, and the upper and lower parallel light bars are designed as an integrated light group, which is consistent with the design style of the headlight group.
In the brochure of GV80, the main color of dark green makes GV80 elegant and powerful. But if you compare the current Audi e-tron and Tesla models? For X and other models with avant-garde sci-fi elements, the overall design style of GV80 is not young, but in fact, the design direction of Genesis is elegant and practical, whether it is SUV or several cars.
The interior part is particularly prominent. Instead of using the large horizontal screen in the concept car, the traditional independent LCD instrument panel and floating central control panel are used. The horizontal air conditioning air outlet running through the left and right is similar to the design style of Volkswagen in high-end cars. Tilt air conditioning control area and auxiliary instrument function area are combined into one. Compared with the multi-screen linkage technology of Audi or Land Rover, the combination of knobs, buttons and touch screen of GV80 looks more concise and practical.
As for the special texture design of virtual rearview mirror and B/C column, which can best reflect the avant-garde thinking in the concept car stage, it can only be changed into a more traditional scheme during mass production. If the GV80 of the concept car wants to interpret a high-end luxury, then the GV80 after mass production presents an introverted feeling.
three
How does GV80 interpret youth? extravagant
Genesis is still relatively traditional in the choice of power system. In the American market, Hyundai-Kia first popularized hybrid and pure electric technology in compact cars, while high-end Genesis models still used large displacement. GV80 is based on a brand-new rear-drive platform, and will adopt 2.5T and 3.5L? V6 two kinds of power.
The environmental protection and technology pursued by young upstarts may not be as young as Genesis thought. Luxury, like Tesla's model? S and Model? X, whether it is power system, driving style or technology configuration, is young and novel enough, but they are not luxurious in many ways.
So, how does Genesis balance the sense of youth and luxury on GV80? The design and power have revealed the unusual side of GV80, and more attention has been paid to the daily driving experience.
Intelligent electric suspension is similar to Mercedes-Benz GLE, Genesis? GV80 also uses a set of electronic suspension, which can read the road information of the front camera and adjust the hardness of the suspension at any time. With the version of the four-wheel drive system, you can cope with complex road conditions more freely.
This is G80' s view of youth? Intelligent driving texture required for luxury. In addition, there are a large number of technology configurations. For example, in the central control screen of 14.5 inch, it can be matched with knob, touch control and high-recognition handwritten touchpad to provide an augmented reality navigation system, and at the same time, it is equipped with the driver's emotion recognition function, which can be used for safety monitoring and fatigue reminder. However, these technological functions that have not been specifically interpreted are not forward-looking, at least in the face of Audi's virtual cockpit, Mercedes-Benz MBUX or BMW's gesture operation, there is no breakthrough selling point.
The only thing that makes GV80 special is a brand-new mute system, which is different from Bose's active noise reduction system. The sound emits a corresponding frequency to cancel the noise. The mute system of GV80 is more advanced, which can identify different types of noise and volume in the car in real time and do automatic suppression. This is also one of the new technologies to enhance the sense of luxury.
Continuing the advantages of G90 in driving quality and safety configuration, the product points that impress users after the G80 enters the American market are almost predictable. As a brand-new luxury brand, Genesis has a superior price advantage and maintenance policy over its competitors, which will be retained on G80.
The era of electric vehicles has spread from the high-end automobile market with various high-tech experiences, and Tesla's impact on BBA has become a reality. GV80 is young at this time? When the concept of luxury goods enters the market, it will not only face the pressure from traditional luxury brands. Of course, the harvest of Genesis in the American market in just a few years still represents the surprising high-end strength of Hyundai Kia Group.
Figure? |? From the network
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.