Cars aren't usually known for their communication skills. While technology that alerts drivers of nearby vehicles has already arrived and infotainment systems are often able to speak to drivers, that's typically the extent of the dialogue. Hyundai wasn't quite satisfied with this standard, so the manufacturer decided to step up its game with regards to special messages. The final result, however, went far beyond traditional in-car features.
Hyundai decided to launch a "New Thinking" marketing campaign, and part of the effort consisted of sending a message to outer space. The brand teamed up with Stephanie, a 13-year-old girl from Houston, Texas, whose father is an astronaut on the International Space Station. Because he spends so much time in space, communicating between locales isn't the easiest. That's where Hyundai stepped in to help.
The automaker gathered 11 versions of the Hyundai Genesis at Nevada's Delamar Dry Lake. This area was chosen by a team of experts who eventually settled on the location thanks to its dry, clear weather and flat land. In the end, the total area needed to display the message was more than 1.5 times the size of Central Park in New York City.
Then the vehicles drove around the area to write the message, ensuring each letter was large enough to be seen from space. According to Hyundai, this was done with synchronized driving with all 11 cars, which wasn't exactly an easy feat. Each vehicle had to handle the rough terrain and traditional off-road obstacles while still managing precise turns and curves.
"Keeping in line with Hyundai Motor's corporate vision of being a 'lifetime partner in automobiles and beyond', the campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation," explained Scott Noh, head of the Overseas Marketing Group for the Hyundai Motor Company. "Although sending a message to space with our Genesis cars was not an easy challenge, it enabled us to demonstrate our caring vision to our customers."
Going to infinity and beyond
While you may not need your vehicle to write messages to space, it can't hurt to have the precision and handling needed for such an undertaking. But you aren't restricted to just Hyundai vehicles. Any car may be able to meet your needs in this regard, but you must be thinking ahead to your long-term ownership. It starts with investing in a car tune up that ensure all aspects of your car are operating as they should.