Are you a guy in your mid-50s and do you boast an annual household income of $100,000 to $125,000? If you are, then you should know that Hyundai is targeting you and others just like you to consider its high-priced Equus.
When asked to describe this narrow target group, Chris Perry, Hyundai Motor America’s marketing chief, said that these are people who could afford a more expensive car but “don’t see the need to.” Perry said that its advertising for Equus has a tighter focus than what Hyundai did two years ago to promote the Genesis luxury sedan. Expect Equus ads to be seen in the Internet in September. Meanwhile, print and TV spots will be seen in mid-October.
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