1,000
Units distributed
$40
Cost per unit
100%
Deployment By Dealerships
The Challenge
Hyundai Capital was rolling out new protection plan programs for Hyundai and Genesis electric vehicles across the United States. The company needed to give dealership staff – specifically finance and insurance managers and general managers – a reason to bring the new packages into conversation with customers.
A brochure could cover the basics, but brochures don’t start conversations. Hyundai wanted something that could sit on a desk, catch a customer’s eye and open a natural discussion about EV ownership and the protection plans that come with it.
There was a bigger opportunity, too. Hyundai-branded charging stations were being developed for the U.S. market but hadn’t arrived yet. The right product could give dealerships an early look at that technology before competitors had anything to show.
The Solution
A merch agency designed and manufactured a miniature free-standing EV charging station display modeled after the full-scale Hyundai-branded stations already operating in South Korea. The replica featured a screen panel and an info section that placed the protection plan conversation directly in the context of EV ownership.
Timing was built into the plan. The 1,000 units shipped to dealerships nationwide just after the new protection plans launched, so business development reps walked into their first meetings with the product already in hand. Each unit did two things: it introduced the new financing packages and gave dealership staff an exclusive preview of charging technology not yet available in the U.S.
The full program came in at $40,000 – $40 per unit.
Conversation Starter
A three-dimensional charging station sitting on a desk draws attention in a way a brochure cannot. Customers ask about it, and the protection plan conversation follows naturally.
Timed to Launch
Units arrived at dealerships right after the new protection plans went live, giving business development reps a physical tool ready for their first round of meetings.
Competitive Preview
The miniature stations replicated full-scale Hyundai charging technology not yet available in the U.S., giving dealerships and their customers an early look at what no competitor had introduced.
Results
All 1,000 units went to dealerships across the United States. The displays gave business development managers a physical conversation piece that turned routine financing meetings into something customers engaged with.
The replica worked because it connected EV ownership and protection plans in one object. Dealership staff pointed to the display on their desk instead of explaining a financing product in the abstract.
That directness led to increased consumer inquiries about the protection plans and what the client described as a noticeable lift in brand perception. Hyundai and Genesis have since added the display to their standing dealership marketing toolkit.
Units
1,000
Miniature charging station displays distributed to dealerships nationwide.
cost
$40
Per unit for a fully custom three-dimensional product replica.
adoption
100%
Of units were distributed by dealerships, becoming a coveted piece for financing staff.
“All 1,000 units were successfully distributed, serving as a powerful and tangible talking point for our Business Development Managers. This program effectively achieved its objective by increasing consumer inquiries and significantly boosting brand perception.”