Hyundai Motor America is targeting young buyers and females with its new urban-targeted SUV, the Hyundai Venue.
Currently more than half of Venue customers are among Generations X, Y and Z, while 64% are Gen Y and Z combined, based on a first-quarter internal buyer study. Venue is also popular with female buyers. The Venue attracts the highest percentage of these consumers vs. other Hyundai models: 63%.
The compact SUV is a segment growing in popularity across demographics. The Venue's competitors include the Chevrolet Trailblazer, Ford EcoSport, Honda HR-V, Kia Soul, Nissan Kicks and Toyota C-HR.
The Venue starts at $17,350 and includes advanced safety and infotainment features as standard equipment. It recently won the 2020 Kelley Blue Book 5-Year Cost to Own Award for the
subcompact crossover segment. KBB says it is the least-expensive crossover in its class by a significant margin.
“The Hyundai Venue’s tidy size and low ownership costs will appeal to city dwellers and drivers young and old,” per the review. “Yet despite its small footprint, the Venue’s boxy design equates to usable and roomier-than-expected interior space.”
The automaker plays up the vehicle's nimble size in a TV spot from Innocean that broke earlier this year that compares it to a small but energetic dog. "Remember, it's not the size of the dog in your adventure, but the size of the adventure in your dog," per the voiceover.
Venue is a fun, sporty vehicle that digital natives will love,” said Angela Zepeda, chief marketing officer, Hyundai Motor America.
“We are pleased to see our Venue attracting younger generations and females seeking a modern vehicle that gets you from meetings to meet-ups with confidence and ease,” Zepeda tells Marketing Daily. ”We will continue to sustain advertising efforts aligned with digital and sales events throughout the rest of the year. The new Hyundai Venue is a stylish compact SUV, that helps you find your entrepreneurial spirit at an affordable price-point.”
Venue comes standard with convenience features including an 8-inch AM/FM/HD Radio Audio System with Apple CarPlay and Android Auto with four speakers, first row USB charge port, 12-volt charger and a Bluetooth hands-free phone.
The automaker has enhanced safety measures and adapted its business to comply with social distancing guidelines. Hyundai's Click to Buy tool offers transparent pricing, flexible test drive, a streamlined purchase and three-day worry free exchange.