Hyundai has partnered with the Rhys Millen Red Bull Rallycross team, which will race the brand’s new performance model, Veloster, in the 2011 U.S. Rallycross Championship and perhaps the Summer X Games. At the six planned races this year, the on-site activations will focus on the performance tuned production vehicles, Genesis Coupe and Veloster, and local brand managers will be giving attendees tours of the cars and collecting attendee data via surveys on buyer interest and brand consideration. Large flat screens will play race footage and rallycross highlights. In the pit area, which is a free place for all ticket holders, consumers will be able to sit in the vehicles, pick up some swag and meet the drivers. The attendee area of the pit is housed in a 53-foot Featherlite spread axle trailer that the race team operates on one side. An on-site Hyundai activation area functions on the other.
“The Hyundai Veloster is an entirely new brand to the lineup and allows us the opportunity to reach a target demographic that we haven’t before,” Rhys Millen, spokesman for the Genesis and Veloster and sponsored driver, told Buzz. “With the edgy youth-directed design, this market is the perfect fit for Veloster. Allowing this vehicle to stand out from the rest of the models in the Hyundai lineup gives us the opportunity to [appeal] to a younger social media based buyer.”