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Hyundai Offers San Diego Residents the First Blind Test Drive

12 November 1999

Hyundai Offers San Diego Residents the First Blind Test Drive Through Innovative Marketing Research Effort

The Automaker Will Shroud Its Cars - And a Competitor's - In Brown Paper Bags
              While Daring Consumers to Compare the Two Vehicles

    WHAT:      Experience the first blind test drive (a la The Pepsi
               Challenge) as Hyundai Motor America dares consumers to compare
               its cars with another leading automaker's.  For obvious safety
               reasons, consumers can't cover their eyes while driving so
               Hyundai is doing the next best thing -- completely covering
               everything except the vehicle's windows with a brown paper bag
               -- so consumers can't identify them.  By concealing the cars in
               bags, participants will base their vote solely on the merits of
               the driving experience, without being persuaded by brand name.

               Consumers will drive two cars -- marked "A" and "B" -- through
               a complete test drive course and then be asked to evaluate the
               cars and choose their preference.  Hyundai signage will not be
               visible so consumers won't know what two cars they are
               evaluating.

    MEDIA OPS: -- Full-size vehicles shrouded completely in brown paper bags,
                  test driven on a course that will include parallel parking,
                  driving through an S curve, sudden stops, speeds up to
                  25 mph, and tight circles.

               -- Consumers' reactions to the challenge as they compare
                  features and driving experiences of the two vehicles.

               -- Take the challenge yourself during the media preview at
                  noon on Friday (lunch will be available).  As you test
                  drive, we can put a Hyundai spokesperson in one of the
                  unidentifiable cars with you to discuss this unique
                  research effort.

               -- Costumed "bag ladies" soliciting consumers to take the
                  test-drive challenge.

    WHEN:      Friday, Nov. 12 at noon: Media Preview & Test Drive (and lunch)
               Fri., Nov. 12 through Sun., Nov. 14 from 10 a.m. to 6 p.m.:
               Event running
               (Note: the event can start earlier as needed for morning shows)

    WHERE:     Westfield Shoppingtowns North County Fair Mall in Escondido in
               the Sears Parking Lot, Level 3 (at the intersection of E. Via
               Rancho Parkway and Sunset Drive off I-15 at Via Rancho Parkway)

    CONTACT:   Karin McPherson, 714-427-3138, or pager 714-304-9246, for
               Hyundai Motor America