Super 8 Is First Hotel Brand With a Concept Vehicle

NEW YORK — Super 8 is making consumers aware of its $100 million room designs in a unique way.

The RoadM8, which has the base of a 2017 Jeep Wrangler, is on display at the New York International Auto Show. The brand is the first hospitality company to create a concept vehicle and display it at an auto show. 

Bedding designs are echoed in the vehicle’s upholstery and a nightstand turned dashboard accent. It includes innovative amenities like a built-in, on-demand coffee machine, custom center console mini-fridge and touch-screen entertainment.

Auto show attendees are invited to enter a contest for three free nights by taking a selfie with the vehicle and posting it to Twitter with #RoadM8Sweepstakes.

The vehicle features the red and yellow of the iconic Super 8 sign, says Mike Mueller, Super 8 brand senior vice president. Following the auto show, RoadM8 is headed to the brand’s 2018 Global Conference in Las Vegas where it will be on display for thousands of Super 8 franchisees and associates. Later this summer, the vehicle will embark on a multi-city tour to meet guests and owners.



“As a brand, we think it’s incredibly important to find ways for our guests to interact with us that are both fun and unexpected,” Mueller tells Marketing Daily. “So, while some might be surprised to see us at the New York Auto Show, we think it’s the ideal spot to show off the new look and feel of Super 8 while at the same time share in something we’re incredibly passionate about—being your companion on the road.”

Super 8 created the vehicle with industry-leading fabricators. The Jeep Wrangler base was chosen for its reputation as family friendly and representing a balance between iconic and inventive, Mueller says.

The New York show opens to the public today at the Javits Center and runs through April 8. Consumers can see more info about the creation of the vehicle at

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