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Hyundai ditches iPad manuals for Equus

updated 02:55 pm EDT, Mon August 15, 2011

Technology 'redundant' to owners

The American branch of Hyundai is abandoning its program of giving out free iPads as Equus owner manuals, according to CEO John Krafcik. The promotion was originally announced in April 2010, at the same time as the first iPad was launching in the US. The campaign has also been a central element of TV ads for the Equus.

Krafcik explains that because enough Equus owners already have iPads at this point, the tablet has lost its value to Hyundai as a promotion tool. Bundling an iPad is "redundant" for Equus buyers, he says, or if not they may want something better than the 16GB Wi-Fi model. Customer surveys are further said to show that most people are not buying an Equus with an iPad in mind.

Despite this, Krafcik says he content with the promotion. "We would do exactly the same thing again," he comments. The free iPads are being dropped with all 2012 Equus models.




by MacNN Staff

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Comments

  1. boris_cleto

    Joined: Dec 1969

    -5

    Apple probably threatened to sue

    Apple is a premium brand and probably didn't want to be associated with Hyundai.

  1. jdonahoe

    Joined: Dec 1969

    -7

    I love the iPad, but this was a bad idea

    I love the iPad, but this was a bad idea from the start. Unless the iPad came with nuclear batteries, the second time (notice I didn't say the first time) they pull out the iPad from the glove compartment, it will probably have run out of battery power. I have Apple stock, but I cringed when I first saw the ads with the owners manual as an iPad, because unless it is constantly being recharged while driving, it's going to piss the owner off if they need to use that owners manual in an emergency and it doesn't turn on right away.

    Of course, I was also thinking, why can't Honda or Toyota do this, too. h***, I might even trade up.

  1. dynsight

    Joined: Dec 1969

    +1

    Owners' Manual App as Download

    It would be very useful to have an interactive (i.e., moreso than a PDF) owners' Manual for various cars. I would love one for my Maxima...
    It would be an interesting showpiece.

    BTW, I think Hyundai has come a loooong way with the Genesis and the Equus. I would not dismiss them as a non-premium brand. With their new design team and their benchmarking process (and the way the are targetting BMW), I suspect that their name will carry the same level of esteem as Honda or even BMS in about 5 years

  1. facebook_S. Jeff

    Via Facebook

    Joined: Aug 2011

    0

    Expensive way to get an ipad

    Yeah, I'm betting people won't care. And like they said, people aren't buying a Hyundai to get an iPad, hopefuly. I have my Cadillac CTS manual on my iPad, but it's just a standard PDF.lol

  1. hayesk

    Joined: Dec 1969

    0

    Still see ads

    I still see ads in heavy rotation in Canada.

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