The Hyundai Sonata is already popular with automotive diehards, making the 2011 Car of the Year short list and taking the top spot in the informal Autoblog poll. Now, the question arises as to how Hyundai will introduce the slightly delayed, $25,795* hybrid version to the world? The answer is through ads that will be broadcast first during the upcoming Sun Bowl on December 31. The eco-friendly hybrid, which gets 35/40 miles per gallon, city/highway, will go on sale this January and is Hyundai's first hybrid vehicle.
The first ad, called "Anachronistic City," tries to make the best of Hyundai's late-on-the-scene hybrid entry, suggesting that it's quite common to improve from the first generation of an innovative product. Take that, Prius and Insight. Hyundai Motor America's president and CEO, John Krafcik, said in a statement that: "The spot makes a point about how all technology evolves. Hybrid Sonata capitalizes on the learnings of hybrid models that have come before it, and advances the technology so that it's practical and affordable for a broader consumer audience – not just early adopters." The campaign of eight ads was created by Innocean Worldwide Americas.