Would you believe that after all of the noise the Dodge Dart Registry made when it launched in January of 2013, it resulted in two sales?
Two.
This is one of the revelations from a report on BrandChannel.com, a news outlet that covers brand marketing efforts.
Now, any savvy brand marketer will be quick to point out that sometimes the conversation generated by a campaign is more important than the sales figures, especially when it comes to an effort like the Dart Registry. Dodge partnered with RocketHub to let people build their own Darts and then crowdfund the purchase of those vehicles.
Hyundai has also entered the crowdfunding fray through a partnership with Motozuma.com, a crowdfunding platform for car purchases. From the BrandChannel report…
Hyundai’s partnership with the Motozuma.com crowdfunding platform has netted sales of about 1,600 cars through last year, the company told Automotive News. That’s about one-quarter of one percent of the 700,000-some new vehicles Hyundai sold in the US last year.
Hyundai is matching contributions up to $500 through Motozuma.com toward a down payment on any new Hyundai. Although the reach is limited for now, the approach could pay dividends in the long run as car manufacturers struggle to gain traction with Millennial car buyers. Millennials are generally comfortable with crowdfunding and well-versed in social media. If Hyundai’s efforts gain traction (or, better yet for the brand, catch fire) it could help Hyundai make inroads into one of the most difficult car buying demographics.