• by Karl Greenberg , June 1, 2015

It's summer and that means automakers are hitting the road to show their vehicles at events and venues where people are out having fun watching music and sports, and shopping. 

Honda's yearly summer program is The Honda Civic Tour, which the Torrance, Calif. company has been doing since 2001, when it kicked off the program with Blink-182 and Everclear. The effort, with Live Nation headlines a major act, and showcases a custom band-designed Civic. This year, according to the automaker, the tour is handling the U.S. leg of the “One Direction On The Road Again” global stadium tour starting in July 9 at Qualcomm Stadium in San Diego. The Scandinavian group Icona Pop is special guest.

The Civic Tour ushers the band through 17 U.S. cities, according to Honda, including San Francisco, Chicago, Philadelphia, New Jersey, and Seattle. As Honda has done in the past, the tour platform includes a web-based ticket promotion, kicking off on Tuesday, at HondaCivicTour.com where people can buy two tickets and get two, or 50% off a purchase of four tickets. 

As in years past, the tour will feature a Civic customized and autographed by the band. And again, fans can enter a promotion to win it, as well as to see the show and meet members of the band.

Hyundai is taking a more grass roots, dealer-centric approach, more in line with the traditional dealership open house with hot dogs and games for kids. Except the Before Service Experience Tour has a service and maintenance focus. The automaker, whose U.S. sales and marketing arm is in Fountain Valley, Calif. will visit sporting events, outdoor festivals and shopping malls. But rather than just show sheet metal, the company will talk about service. And won't just talk to owners of its vehicles but of all makes and models.
Frank Ferrara, EVP of customer satisfaction at Hyundai Motor America, said in a statement the tour focuses on care and preventative maintenance, things people were doing during the winter, and are probably doing right about now as they gear up for summer vacations, which are as likely as not to happen in cars. 

The first stop is on June 6 at the Ocean County Mall in Toms River, N.J., and is sponsored by Lester Glenn Hyundai. At the events, Hyundai technicians will do free vehicle inspections, including fluid checks, bulb checks, battery checks and tire pressure adjustments. Owners will have the opportunity to ask technicians about their car or maintenance. 

As the program isn't cause marketing, the company will use it as a platform to talk about new technology in its own cars with a focus on platforms like Blue Link and Android Auto connected-vehicle technology, Adaptive Cruise Control, Bluetooth and Blind Spot Detection. And the events will offer test-drives in Hyundai models prior to each Before Service component of the events, according to the company. And, of course, food. Not hot dogs but a free BBQ setup. The event includes sweepstakes and giveaways.