Hyundai Offers San Diego Residents the First Blind Test Drive
12 November 1999
Hyundai Offers San Diego Residents the First Blind Test Drive Through Innovative Marketing Research EffortThe Automaker Will Shroud Its Cars - And a Competitor's - In Brown Paper Bags While Daring Consumers to Compare the Two Vehicles WHAT: Experience the first blind test drive (a la The Pepsi Challenge) as Hyundai Motor America dares consumers to compare its cars with another leading automaker's. For obvious safety reasons, consumers can't cover their eyes while driving so Hyundai is doing the next best thing -- completely covering everything except the vehicle's windows with a brown paper bag -- so consumers can't identify them. By concealing the cars in bags, participants will base their vote solely on the merits of the driving experience, without being persuaded by brand name. Consumers will drive two cars -- marked "A" and "B" -- through a complete test drive course and then be asked to evaluate the cars and choose their preference. Hyundai signage will not be visible so consumers won't know what two cars they are evaluating. MEDIA OPS: -- Full-size vehicles shrouded completely in brown paper bags, test driven on a course that will include parallel parking, driving through an S curve, sudden stops, speeds up to 25 mph, and tight circles. -- Consumers' reactions to the challenge as they compare features and driving experiences of the two vehicles. -- Take the challenge yourself during the media preview at noon on Friday (lunch will be available). As you test drive, we can put a Hyundai spokesperson in one of the unidentifiable cars with you to discuss this unique research effort. -- Costumed "bag ladies" soliciting consumers to take the test-drive challenge. WHEN: Friday, Nov. 12 at noon: Media Preview & Test Drive (and lunch) Fri., Nov. 12 through Sun., Nov. 14 from 10 a.m. to 6 p.m.: Event running (Note: the event can start earlier as needed for morning shows) WHERE: Westfield Shoppingtowns North County Fair Mall in Escondido in the Sears Parking Lot, Level 3 (at the intersection of E. Via Rancho Parkway and Sunset Drive off I-15 at Via Rancho Parkway) CONTACT: Karin McPherson, 714-427-3138, or pager 714-304-9246, for Hyundai Motor America