Last week, Hyundai had two announcements for the Genesis GV70 electric SUV. Together, those announcements give us some insight into how Hyundai is planning to move the needle on EV sales.
New GV70 Marketing Campaign
Genesis recently launched a new “Keep Beginning” advertising campaign to mark the introduction of its first-ever Electrified GV70 to a new generation of consumers. The essence of the brand lies in the Genesis DNA, which captures the thrilling emotion that comes with new beginnings — anticipation, optimism, excitement, nervousness, and mystery. It’s a reminder that potential is boundless at the start of something new.
Hyundai says this applies several times during the lifecycle of the car. From the inception of a design, to the vehicle rolling off the production line, and finally to someone experiencing their first Genesis vehicle — each moment is a thrilling start that Genesis encourages and inspires. They urge people to never give up, for when you keep beginning again (aka “Genesis”), you’re never done.
“The exhilaration of driving a GV70 is like experiencing something for the first time, every time, and that is core to the Genesis brand,” said Wendy Orthman, executive director of marketing at Genesis Motor America. “The ‘Keep Beginning’ campaign celebrates the emotion of starting something new and setting out into the unknown. We hope the passionate creators we featured in the campaign will inspire others to seek out their own new beginnings.”
It’s an exciting time for Genesis, as the launch of its all-new 2023 Electrified GV70 marks a new beginning for the award-winning GV70 platform, and symbolizes greater investment in the United States — as it is the company’s first model to be assembled here. It’s a reminder that no matter what endeavor you embark on, when you “Keep Beginning” you can break barriers and ultimately create something truly remarkable.
From visual artist Ricardo Rivera to interdisciplinary designer Charlotte McCurdy, fashion designer Phillip Lim, and sustainable surfboard innovator Ry Harris — featured in the 30- and 60-second spots titled “Keep Beginning” — these individuals illustrate their experience of beginnings, setbacks, and opportunities while they strive to discover, create, and innovate. Genesis has wonderfully captured these stories to remind us that no matter what, when you “Keep Beginning” you can ultimately make something remarkable.
Ricardo Rivera stands as an innovative visual artist, filmmaker, and patent-holder for his technological breakthroughs in video projection mapping. His artistry is highlighted by his creativity, coupled with a burning passion to explore what the future holds. Therein lies the essential element of all of Ricardo’s endeavors; boundless ambition that leads to new beginnings — one chapter at a time.
Charlotte McCurdy is leading the charge for a sustainable fashion revolution through her algae-based carbon-negative clothing. Her trailblazing designs are inspiring innovative industrial solutions to combat global crises like climate change and she recently partnered with New York designer, Phillip Lim on an eye-catching sequin dress as part of the Electrified GV70 creative exhibition. Rivera’s cutting edge approach has certainly been matched by that of McCurdy — two pioneering designers who utilize modern technology to make positive impacts in our world today.
Ry Harris was inspired to create sustainable surfboards after he moved to Southern California and started surfing. Recognizing the unsustainable practices of the industry, he decided that his career would begin a new journey into making eco-friendly boards. Now, with an even more ambitious plan in motion, Ry is taking it one step further by launching what will be known as the world’s first zero-waste surfboard company.
What’s great about this campaign is that they’re trying to appeal to adventurous people who are willing to take a risk, or the kind of people who feel uncomfortable in a comfort zone. This is important, because Hyundai is offering something that’s new and out of the comfort zone for many buyers.
Partnership With Electrify America For Free Charging
A couple days after the ad campaign was announced, Electrify America and Genesis Motor America announced that they’re teaming up to offer an exciting opportunity for the first owners of the all-new 2023 luxury Electrified GV70 SUV — three years of complimentary 30-minute charging sessions.
“Through our collaborations with leading automakers such as Genesis, we continue to build trust and help advance the electric vehicle revolution through hyper-fast charging experiences for EV drivers,” said Rob Barrosa, vice president technology of Electrify America. “By providing three years of complimentary 30-minute charging sessions to new GV70 owners, we’re taking a step closer to creating an electric transportation future that benefits both drivers and communities across the U.S.”
As with other charging partnerships Electrify America has entered into, GV70 owners can make the most of their charging benefits with the user-friendly Electrify America mobile app. It allows them to find a charger, start a charge, and track their charging sessions with ease. And its hyper-fast charging network lives up to its name by offering speeds of up to 350kW — the fastest available today — allowing them to charge with confidence. The “promotions” part of the app lets them get started easily, too.
“As we take this next step into our fully-electrified future with our third EV model, Genesis is pleased to be collaborating with Electrify America to deliver convenient charging solutions to our customers,” said Claudia Marquez, chief operating officer of Genesis Motor North America.
What This Shows Us
Digging deeper behind these two announcements, it’s pretty clear what the people at Genesis are thinking.
They seem to know that EVs are going to be an intimidating experience for many people who are used to ICE cars. The unknowns of range, charging, what it’s like to drive an EV, and many other things require a potential buyer to look at it like a business venture that could lead to success instead of like a challenge that doesn’t really get you anyplace better.
They also seem to know that free charging helps people be more willing to experiment and learn. Spending your hard-earned money to go do something you’ve never done before is a lot harder than going and trying something new for free. Once they get started and learn the ropes a bit, having three years of charging can help people feel more confident with future EVs, too.
Featured image provided by Genesis and Electrify America.
Sign up for daily news updates from CleanTechnica on email. Or follow us on Google News!
Have a tip for CleanTechnica, want to advertise, or want to suggest a guest for our CleanTech Talk podcast? Contact us here.
Former Tesla Battery Expert Leading Lyten Into New Lithium-Sulfur Battery Era — Podcast:
I don't like paywalls. You don't like paywalls. Who likes paywalls? Here at CleanTechnica, we implemented a limited paywall for a while, but it always felt wrong — and it was always tough to decide what we should put behind there. In theory, your most exclusive and best content goes behind a paywall. But then fewer people read it! We just don't like paywalls, and so we've decided to ditch ours. Unfortunately, the media business is still a tough, cut-throat business with tiny margins. It's a never-ending Olympic challenge to stay above water or even perhaps — gasp — grow. So ...