Category Archives: Performance Car

Jaguar Redefines Marketing, A Movie Featuring You As The Star Along With The Car

Jaguar offers a full line of vehicles from sports cars to sedans to an SUV.
Jaguar offers a full line of vehicles from sports cars to sedans to an SUV.

Jaguar is taking to a big stage to let consumers know that their brand, an iconic heritage one, offers a modern line of cars that are very different from just a few years ago. This stage is not one of repetitive prime-time television ads, nor is it annoying pop up ads on your digital device. What Jaguar has done is put you in charge of their promotion, using the digital magic of the social share of a short video.

 

Jaguar features the iconic "The Leaper" mascot of the brand since 1938,
Jaguar features the iconic “The Leaper” mascot of the brand since 1938,

And here is where Jaguar got smart, they know that since this movie features you, you will share it on your social media channels. You become a star of a classic British Spy film, the talented British spy, the only thing you have to do is prove that you can drive. And what better to drive, then the iconic British Automobile, the Jaguar, in this case their new XE.

 

Jaguar worked with Facebook in partnership where you can make one of the scenes your personal Facebook Profile photo, a first for both companies. Jaguar is sure you will share it to your friends. And 85% of those that attend the Art of the Performance Tour do make the video and then share it via their social channels.

The Story Board for Jaguar's short film about you the British Spy and the perfect car.
The Story Board for Jaguar’s short film about you the British Spy and the perfect car.

Automobile companies have used ride and drive events as a way to showcase their cars, once you leave, all you have are memories, and a trinket. Any selfie images would be self-produced, and would not be as compelling as what #TheAudition creates with both you and the Jaguar. The process is simple, you review the story board, the script, practice facial expressions you will use in the scenes, head over to hair and makeup (yes you get made up like a movie star) and then head onto the sound stage where the director gives you the cues and gets you on camera. With rave reviews from the staff, like any star would expect!

Jaguar XE models ready to be taken out on the autocross course.
Jaguar XE models ready to be taken out on the autocross course.

Off you go to drive the cars on the street and an autocross course while they create the film. Stitching you into an already edited film, and you never end up on the cutting room floor. In just a few minutes you receive an email with a link to your film, and of course the Jaguar.com website.

 

Jaguar gives each attendee a key chain with the Jaguar mascot as a memento of The Art of Performance Tour.
Jaguar gives each attendee a key chain with the Jaguar mascot as a memento of The Art of Performance Tour.
Jaguar uses an RFID bracelet to identify visitors for their movie production.
Jaguar uses an RFID bracelet to identify visitors for their movie production.

Take a moment in the lounge to view your film on your own device and enjoy some cucumber sandwiches and proper English tea. While there you have a chance to access the Jaguar.com build site and talk with products specialists who are available to answer questions. One last digital moment is a photo with “the Leaper” Jaguar’s mascot, a Jaguar has taken the simple mass market demonstration event to the next level with the use of technology, what you do not see is the technology that makes it all happen. It starts with an RFID bracelet that you wear throughout the event. This tag identifies you and is attached to everything you do from each of your film scenes, your actual drive experience, to your memento photo and exit survey. This is what makes sure your digital content always has you in it.

 

Jaguar's Sports Car the F-Type and X-E Sedan.
Jaguar’s Sports Car the F-Type and X-E Sedan.

In talking with Kim McCullough Vice President, Marketing for Jaguar land Rover North America LLC, she spoke of how compelling this program has become bringing an event focused younger consumer to the brand with a very good return on investment. Jaguar had doubled their under 35 audience, as well as brought in many buyers new to the brand, looking for vehicles different from the traditional luxury and status cars that have become the mass-market norm. The Audition has exposed 92 million people via social sharing of this personal video where they co-star with the Jaguar in an action packed short film that is classically British, and ends in “Feed My Cat” which is a metaphor for the consumer to connect to the Jaguar brand.  And it turns

 

William West Hopper with the Jaguar Mascot
William West Hopper with the Jaguar Mascot.

Words and Images by William West Hopper

Note: This review was done during the open consumer days of Jaguar’s Art of Performance Tour. Mr. Hopper had the opportunity to spend time with Jaguar employees during this visit and was not given anything that was not available to the general public who attended.
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Fun to Drive, Easy to Own, The Hyundai Veloster R-Spec is Both a Performance and and Economy Car.

The Hyundai Veloster R spec, a hot hatch at an economy car price.
The Hyundai Veloster R-Spec, a hot hatch at an economy car price.

This little 6 speed took me back to my 20’s, which made it the perfect car on the eve of my 59th birthday. Driving it, I found myself instinctively down shifting into stops, and apexing around the cloverleaf’s on the highway exits. What better way to start the celebration of almost six decades, than to have a fun sports car to drive, which is exactly what the Hyundai Veloster  is, and not what I was expecting!

Veloster Turbo has a Six Speed with a B&M Racng Sport Shifter.
The Hyundai Veloster Turbo has a Six Speed with a B&M Racng Sport Shifter.

 

 

 

 

Before this summer, I never put much thought into the Hyundai product line, thinking they were uninteresting, cheap, disposable, transportation, for people who did not enjoy driving. That all changed when I got to try out the Elantra during the introduction of the sport line to local journalists in July, and definitely changed after spending a week in the R-Spec Veloster.

 

 

Hyundai Veloster has a 7 inch touch screen in the center stack.
Hyundai Veloster has a 7 inch touch screen in the center stack.

First and foremost, I am impressed by the fit and finish as well as the materials used on the inside of Hyundai’s cars. What we often see on lower priced cars, and some pricier ones, is the use low cost materials, i.e. “cheap plastic.”  Not Hyundai, the Veloster’s dash and door trim were well designed with a hint reminiscing of carbon fiber, and felt like something that should be on a higher-end vehicle. The center display screen for the radio is not only large at seven inches, it is full color, and a touch screen, with adult sized touch points. The screen is a true provider of infotainment, feeding you plenty of information, from the rear view camera, to the Blue Max app showing how fuel efficient a driver you are. The 450 watt Dimension Premium Audio, with 8 speakers provides high end sound through any of the radio channels and the XM Sirius satellite service, and easily connected to an iPod or phone. Steering wheel mounted audio controls make changing the volume or channels effortless.

 

Studded chrome sport pedals are some of the many extras in the Hyundai Veloster R-Spec, a lot of sports car, for very little money.
Studded chrome sport pedals are some of the many extras in the Hyundai Veloster R-Spec, is a lot of sports car, for very little money.

Who would have thought this little Hyundai, would also be a performance car? The Veloster features fancy rubber studded pedals,bolstered front sport seats with matching sporty red seat belts, and a tight B&M Racing® Sport Shifter. And when you release the clutch and hit the gas the twin-scroll turbocharger hitched to the 1.6 dual continuously variable valve timed engine kicks it providing plenty of power, (201 HP with 195 lbs of torque @6k rpms,) mated to the 6-speed manual gearbox, there was an immediate response to getting off the line at any stop light. It is quite clear that the throaty growl of the exhaust is not just piped in performance driving music. Though I do have to admit I stalled it a couple of times, thinking that I was driving an economy car, instead of getting on it, like I would in a performance car. The Veloster wanted me to power it up!

2 doors on the right, 1 on the left, and a hatch in the back. Hyundai Veloster has doors where you will use them.
The Hyundai Veloster R-Spec, a hot hatch at an economy car price.

It is an economy car! Just one that makes you feel like you are driving a HOT Sports hatch.There is the question, is the Veloster a coupe or a sedan? With it’s water drop in the wind shape, with a .32 coefficient of drag, it has an odd configuration of three passenger doors. The Veloster has doors where you need them, two on the right, (sedan-like), one on the left, (coupe-like.) Let’s just call it a sports car, a economy minded performance hatchback.

 

 

Veloster features plenty of trunk space in the lift over hatch, put the rear sets down and you have a cargo hauler.
Veloster features plenty of trunk space in the lift over hatch, put the rear sets down and you have a cargo hauler.
Plenty of leg room, but not headroom, for two rear passengers in the Hyundai Veloster.
Plenty of leg room, but not headroom, for two rear passengers in the Hyundai Veloster.

Inside the Veloster is spacious, not at all claustrophobic, the front has plenty of room for the driver and passenger,  and there is leg room for two passengers in the back seats, though head room is limited. And when the rear seats are not in use, they can easily be put down to extend the already spacious deep trunk. Plenty of safety with  front, front side impact and curtain airbags. A concern I heard was the driver’s visibility out of the rear window, I did not experience any rear visibility issues, and setting the exterior side mirrors correctly, blind spots were minimized.

The rear window in the hatch of the Hyundai Veloster gives a clear view of what is behind you.
The rear window in the hatch of the Hyundai Veloster gives a clear view of what is behind you.

 

Hyundai Veloster R-Spec with a 6 speed manual comes at a $22,425 delivered price, and runs on regular fuel. A Performance Car for economy car money.

 

Hyundai Veloster R-Spec boasts a 1.6 twin scroll Turbo GDI puts out 201 horsepower and 195 lbs of torque.
Hyundai Veloster R-Spec boasts a 1.6 twin scroll Turbo GDI puts out 201 horsepower and 195 lbs of torque.

The base Veloster starts at $18,000 and the top-of-the-line Turbo model with an automatic transmission tops out at $23,800, not including any discounts you may be eligible for. Only two option packages are available, each cost $2,100: Technology, (more gadgets,) and Style (includes a sunroof and more goo-gahs.) There are a number of dealer installed accessories you may want to add to make one your own.

 

 

Sirus XM Radio is just one of the audio options on the Hyundai Veloster R-Spec.
Sirus XM Radio is just one of the audio options on the Hyundai Veloster R-Spec.

 

You will not be in a boring transportation appliance, between enough power and G-forces to push you back into your seat, and a raspy exhaust note, all in a car that drinks regular grade gasoline, and gives you 27 mpg, as we experienced.

 

Red leather bolstered seats & door inserts, and matching seat belts give the Hyundai Veloster R-Spec an sporty look and feel.
Red leather bolstered seats & door inserts, and matching seat belts give the Hyundai Veloster R-Spec an sporty look and feel.

The Veloster will make you feel like a kid again, it did for me! And at a price that takes away any guilt about buying a play toy to make driving fun again. While it will not impress those in their Ferrari’s, McLarens, or AMG’s, you will not be paying the costs for to keep up with that level of ego either. Then when the teen driver in the family is ready, you can let them drive it, and then you will be the coolest Uncle ever!

 

 

Where the real story is for this little sports car is the price tag for the R-Spec we tested, $22,425 delivered (not including tax tags etc), which includes $825 freight and handling

William West Hopper with the fun to drive 2016 Hyundai Veloster R-Spec, that is also inexpensive to own.

William West Hopper with the fun to drive 2016 Hyundai Veloster R-Spec, that is also inexpensive to own and to operate.

Words and photos by William West Hopper

 

Thanks to Hyundai USA for providing us the R-Spec Veloster to test out for a week.