THE PROBLEM TO SOLVE

Hyundai needed to continue momentum for Palisade launch during an especially competitive moment when Kia was launching their all-new Telluride.

Palisade perceptions lagged competitors. It needed to become the brand’s halo vehicle, but had little name recognition in a crowded space.

The insight

Mid-size SUVs are workhorses. The everyday use cases of grocery runs and school pick-ups aren’t enough to entice buyers who are constantly shown SUVs off-roading and doing extraordinary, not-your-everyday stunts.

For a brand like Hyundai that continues to fight its budget reputation, capability is the pathway to quality perception.

But doing what everyone else does isn’t enough to persuade. We needed to show that with the Palisade, you aren’t just getting capability… the luxurious touches and ability to tackle anything that comes your way make everyday feel epic.

the solution

Show the Palisade as the elevated, epic choice in this stale category.