Green Marketing and IONIQ 5
As much as my automotive enthusiasm leans toward traditional gasoline vehicles, I’ve noticed the awareness towards sustainability is highlighted by Fordham University and certain consumer groups: green marketing begins to hold significance in modern day marketing.
Potential customers are more interested in vehicles capable of car camping and remote office, and social norms are transitioning toward individualistic personal values that prioritize individual freedom.
Consumers need a spacious, affordable to recharge, adventurous, quiet vehicle.
The IONIQ 5 adequately fulfills those consumer needs with its spacious Electric Vehicle (EV) with Vehicle to Load (V2L) and All Wheel Drive (AWD) capabilities.
The spacious interior makes the IONIQ 5 capable of car camping and remote office use.
The nature of the electric vehicle allows for affordable fuel and a quiet drive/ride experience.
The V2L system allows the usage of household electronics that require input via household power outlets.
The AWD system, powered by a dual motor system, allows for double the power as well as increased traction.
Hyundai has taken extra steps to make compelling strategic decisions to introduce the IONIQ 5, the IONIQ brand, and its EV technology – through Hyundai’s own commercials, partnerships with other companies/industries, and combinations with Hyundai’s other brands/technologies.
Worldwide commercials of the IONIQ 5 highlight the features mentioned above and imply the consumer needs above can be fulfilled.
Hyundai entered into a partnership with Waymo, an autonomous robotaxi company, to release the IONIQ 5 as part of Waymo’s fleet and allow Waymo customers to “test ride” the IONIQ 5.
Hyundai released the IONIQ 5 N, combining the IONIQ 5 with Hyundai N’s high performance technology. Hyundai also released the IONIQ 5 N Line for customers who prefer the gentle driving experience of the IONIQ 5 but want the high performance N design.
Hyundai’s objective towards sustainability is clearly structured and well noticed even by its latest vehicle lineups.
Hyundai discontinued the diesel variant of its models and began substituting them with hybrid variants – the Santa Fe MX5 only comes with gasoline and hybrid variants.
Hyundai continues to combine its electric and hybrid vehicles with its high performance N brand, as it released the IONIQ 5 N and Avante/Elantra N Line Hybrid.
I express my sincere gratitude to my professor Leslie Ferraro for her acknowledgment and encouragement towards developing my integrations between automotive and marketing, and for her consent to allow me unfold my connections between the Hyundai IONIQ and consumer behavior/green marketing.
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