OC Carmakers Show Their Stuff at LA Auto Show

All four Orange County-based automakers had something to present at the Los Angeles Auto Show a couple of weeks ago.

Fountain Valley-based Hyundai Motor America Inc. introduced its 2017 Hyundai Elantra, draped by a brand-new, 16,000-square-foot, two-story booth—about 200% bigger than last year’s.

The design direction came from the automaker’s parent in South Korea and Innocean USA in Huntington Beach, its advertising agency of record. Exhibit and event marketing company Czarnowski in Chicago was in charge of fabricating and putting the pieces together.

Hyundai will also use the booth for the upcoming North American International Auto Show in Detroit, where it plans to launch the Genesis line of luxury vehicles.

“You might see a little bit more,” said Erik Thomas, the automaker’s senior manager of auto shows and events. “What you see here is reflective of Hyundai. Genesis is a new brand, and we plan to address it that way … so stay tuned.”

Cypress-based Mitsubishi Motors North America Inc. staged the world debut of the 2016 Outlander Sport and 2017 Mirage. Its new booth, about 30% bigger than last year’s, was developed by EWI Worldwide in Foothill Ranch.

Kia Motors America Inc. in Irvine hosted a beer bar at its “Running Wild”-themed display in the West Hall of the Los Angeles Convention Center. It presented vehicles fresh from the SEMA Show in Las Vegas and introduced the 2017 Sportage compact CUV.

Irvine-based Mazda North American Operations showcased CX-9, the last addition to its sixth-generation lineup of vehicles. The marketing plan for the revamped seven-passenger SUV will include TV ads that also feature other Mazda vehicles, as well as CX-9-specific spots to come in the spring.

Shop w/

With Inc. in Fountain Valley is working on a new app, “Shop w/,” which will use the company’s proprietary technology to allow sellers to present products during a live broadcast and enable viewers to ask questions, make comments, and purchase the products—think of QVC without TV or broadcasted phone calls.

The company also tapped Kevin Harrington, co-founder of AsSeenOnTV.com and one of the original investors on ABC TV series “Shark Tank,” to help lead it “into the multi-billion dollar market of direct-to-consumer product sales.” It didn’t elaborate on his role.

Downtowner

Need to get around Balboa Peninsula and don’t want to deal with parking? There’s an app for that.

The concept is similar to the Uber service, except the rides are free and provided in oversized electric golf carts.

The business concept is monetized via wrap advertising, according to Sam Knapp, the founder of Downtowner App Inc. who’s established a similar service in Florida’s Delray Beach and Boca Raton. 

His first local advertiser: the University of California-Irvine’s athletics department. Skiver Advertising in Newport Beach created the ads.

“We have already completed over 200 rides and transported over 500 people,” Knapp said of Downtowner’s first two weeks in business here. “We have had hundreds of downloads for our app over this same span.

Bits & Pieces

The Bowers Museum in Santa Ana is hosting Thirsty First Thursday on Dec. 3. The event will feature comedian David Zasloff, Taiko drummers, and Koto performer Yukiko Matsuyama. … Elaine Cali launched Santa Ana-based Cali Communications, which focuses on the tourism industry, destination promotion, community relations, marketing, program development, events, public relations, social media and convention marketing. Cali was with Visit Anaheim for 37 years prior to venturing out on her own. … Beyond Fifteen Communications Inc., a public relations, digital marketing and social media firm, moved from Irvine to Newport Beach. Its roster of clients includes Logomark, NVision Eye Centers, Smart Utility Systems, Toyo Tires and Teles Properties. … John Wayne Airport in Santa Ana has set up a giant red backpack at Riley Terminal, part of the U.S. Department of Homeland Security’s “If You See Something, Say Something” antiterrorism public awareness campaign to remind passengers and visitors to be aware of their surroundings and report questionable objects or activities. … Irvine-based digital marketing agency Rhythm added three clients: AllCare Health, Segway and US Storage Centers.