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Hyundai Canada Study:Dating and Car shopping, Women are more Sensible; Look for Reliability and Compatibility


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  • Hyundai's Ioniq campaign reveals interesting parallels between car shopping and dating
  • Appearance still matters in different ways: men are more likely than women to care about appearance in their partner whereas women care more about their car's appearance
  • Campaign features a first-of-its kind automotive media buy with Tinder dating app and a contest where six lucky Canadians will win dates with celebrities, Jasmine Lorimer and Joey Scarpellino

MARKHAM, ON, Sept. 13, 2017 /CNW/ - Whether shopping for a new car or gearing up for a big date, women are unsurprisingly more sensible – 77 per cent look for reliability in a potential partner, and 87 per cent say they look for it in a car (compared to 66% and 80% of men) according to a new study commissioned by Hyundai Auto Canada and powered by Maru/Matchbox. Women are also more likely to consider compatibility when dating and car shopping. Eighty per cent look for compatible lifestyles with a partner (versus 69% of men); while 35 per cent of women consider compatibility when car shopping (compared to 29% of men). The study, the latest from The Hyundai Ultimate Date campaign for the newly released Ioniq eco vehicle, reveals women and men have different priorities when it comes to finding the 'whole package', and it often comes in the one they least expect.

Appearance still matters, too. For both genders, half (51%) of respondents said that when looking for a new car they consider appearance, and the same amount (51%) say they consider appearance in a potential partner. However, men are more likely than women to care about appearance in their partner (57% versus 45% for their car), while women are more likely to look for appearance in their vehicle (46% for a partner versus 57% for their car).

Working through a first of its kind automotive media buy in Canada with Tinder, Hyundai enlisted the help of celebrities Jasmine Lorimer and Joey Scarpellino to share their own perspective on the challenges and similarities in both dating and car shopping. Six lucky Canadian winners will have the opportunity to go on an unexpectedly electrifying date in an Ioniq with Lorimer in Toronto or Scarpellino in Montreal this September.

"There are a lot of similarities between dating and car shopping", says Jasmine Lorimer. "I know I'm guilty of building a list of qualities that I look for in both and I was pleasantly surprised by the Ioniq – it's fun to drive, full of all the necessary tech features and has a super sleek design."

It's not all fun and games: both dating and car shopping can be stressful. A third of Canadians (32%) say dating is stressful, and nearly half (48%) say car shopping is stressful. Perhaps more tellingly, fewer than 1 in 5 (16%) say they feel confident when car-shopping; for dating, that figure is similarly low (14%). While three quarters of Canadians (72%) find car shopping predictable, the Hyundai Ioniq makes the process even easier with an advanced, stylish vehicle packed with innovative technology making it equal parts eco-friendly and fun to drive.

In a quest to find true love, Canadians across the country are looking for different traits:

  • Quebecers, as the cliché goes, are more relaxed – at least when it comes to buying a car and dating. Only 16 per cent said they think dating is stressful, compared to a national average of 32 per cent; and only 35 per cent think buying a car is stressful (versus 48% nationally).
  • In the Prairies, only 45 per cent said they consider appearance when dating, somewhat lower than the average of 51 per cent nationally. Instead, they're more likely to look for confidence (66%, significantly higher than the average of 51%) and a compatible lifestyle (86%) in a potential partner.
  • In both car buying and dating, people from B.C. are the most focused on the environment. Half (51%) said they look for eco-friendliness when buying a car (compared to the average across Canada of 36%), and 1 in 4 (24%) said environmental friendliness is one of the most important attributes they look for in a partner (compared to the average across Canada of 14%).

"Dating and car shopping are more similar than you'd think. Both require a considerable amount of time, have long-term effects, and often involve diving into the unknown," says Lawrence Hamilton, Director of Marketing, Hyundai Auto Canada. "But, no one should have to compromise. We created this campaign to demonstrate that, at least with car shopping, the Ioniq has it all – from dependability, style and even environmentally conscious features."

To extend the campaign with this message, Hyundai is offering Canadians the chance to win their own Hyundai Ultimate Date. From September 11 to March 18, contestants can "swipe right" on the Tinder app when they see the Hyundai-promoted profile to enter. Canadians can also enter the contest through a dedicated website, www.HyundaiUltimateDate.com. One winner will be selected every month for six months and will receive an evening chauffeured in the Ioniq and $200 for a night out on the town.

Unlike other eco vehicles currently on the market, the Ioniq is the first in the world to offer three electrified powertrains in one platform: Hybrid, the Electric Plus plug-in hybrid, and a full Battery Electric.

About Hyundai Auto Canada Corp.
Hyundai Auto Canada, established in 1983 and headquartered in Markham, Ontario, is a subsidiary of Hyundai Motor Company of Korea. Hyundai vehicles are distributed throughout Canada by Hyundai Auto Canada and are sold and serviced through more than 210 dealerships nationwide. Hyundai is also the first to offer its zero-emissions Tucson Fuel Cell Electric Vehicle to Canadian customers. More information about Hyundai and its vehicles can be found at www.HyundaiCanada.com.

About Maru/Matchbox
Maru/Matchbox has been pushing the boundaries of customer intelligence since 2000, when we began disrupting the market research industry as the research arm of Vision Critical. Since then, our insight communities have broken new ground, adding depth and richness to clients' understanding of what motivates their customers and influences their markets. Now, as part of the MARU Group, we still operate many of the hundreds of insight communities that we implemented then, while also providing sector-specific consulting and research and in-depth qualitative insights.