What’s the best way to publicize a newly launched car, you ask? Celebrity endorsement. This kind of promotion has always been one of the effective marketing ideas since time immemorial. These famous personalities have the power to strengthen the image and spread awareness about the brand.
To name a few, there was J-Lo for Fiat, David Beckham for Jaguar, Justin Timberlake for Audi, as well as commercial ads of Ryan Reynolds and Kevin Hart for Hyundai and Christopher Walken for Kia during the Super Bowl 2016. All these celebrities, but none of them had done a remarkable impact as much as the K-pop boy group sensation BTS did for a car brand.
In November last year, Hyundai decided to ride the K-pop wave and announced that the seven-member boy band BTS will be the official global ambassador for the new Palisade SUV. The brand then released commercial ads with BTS, which made their fans ‘ARMY’ more hyped up. Guess what? The popularity and the power of the group as endorsers didn’t disappoint the Korean marque and even exceeded the company’s expectations, as Hyundai is now struggling to meet the high demand of the newest Palisade model.
In fact, as of February 18, the brand’s latest flagship SUV received a whopping 59,000 orders in South Korea, which is double the estimated domestic demand of 25,000. Given this feat, the Korean marque is experiencing a delay in the production of the said model and the customers still have to wait for 10 months to get their hands on the wheel of the Palisade. Bittersweet.
Recently, BTS attended the 2019 Grammy Awards, stepping out from the eight-seater Hyundai Palisade. This 3.8-liter V6 midsize SUV is available in Exclusive and Prestige trims. Aside from its elegant appeal, the Palisade also got a plethora of essential toys inside such as seven USB outlets, roof vent diffuser, and ten-inch touchscreen display for convenience and entertainment of passengers. This eight-seater vehicle also brags an intercom system, which allows the driver to talk to every row thru the sound system. Seven airbags including dual front, dual side, driver’s knee, and roll-over-sensing, full-length side curtain airbags come standard on this model for safety.