By Cho Jin-seo
Staff Reporter
Hyundai Motor made Audi flinch by engaging the German automaker in an unwanted crash test.
The largest South Korean carmaker has been airing a TV commercial since late December that shows a slow-motion video of a head-on collision between an Audi A8 and a Genesis, Hyundai's new car. A subtitle says that the test was conducted in November at the Hyundai R& D center in Namyang, Gyeonggi Province.
Audi Korea said it is somewhat surprised to see it on TV without any prior notice from Hyundai.
``We are trying to find out what happened,'' a public relations official of Audi Korea said. ``We considered taking counteractions, but decided not to react.''
Hyundai Motor only refers to the victimized car as a ``European luxury car,'' but Internet users immediately identified it as an Audi A8 by looking at its shape.
The 30-second ad shows that a Genesis and an Audi A8 run into each off center, where about half of the width of each vehicle collides. This type of test, known as frontal offset crash test in the industry, is the most frequently conducted crash test because it is believed to best represent real-world accidents.
The ad has sparked both positive and negative responses among consumers. As the video clip is shared on Internet portals, many have posted praising remarks that Hyundai Motor has produced a quality car that can match the safety level of a renowned German automobile.
On the contrary, cynics are pointing out that Hyundai cleverly staged the event by showing the collision from the intact side of the Genesis, horizontally, which means the camera only shows the undamaged half of Genesis and the damaged half of A8.
``Hyundai Motor should have made it clear that it was an offset crash test, but the ad only says it was a frontal crash test,'' one said on a Web discussion on the ad on Dcinside.com, one of the most popular Web communities.
A Hyundai Motor spokesman said that the ad was not intended to show that Genesis was stronger than A8.
``We didn't say which one ensures more safety. We intended to give the message that Hyundai Genesis is now level with European luxury cars and that it can match them face-to-face,'' the spokesman said. The company didn't disclose the quantitative data or photos of the final result of the crash test.
Others on the Internet played down the ad, saying it did not carry much significance, because the front part of modern passenger cars are usually designed to be easily crushed, in order to absorb the energy from the impact. The ``crumple zone'' design makes the engine compartment fold like an accordion, while the passenger cabin is made to remain intact to save the driver.
Audi aims to sell 5,000 cars in South Korea this year. The company sold 4,120 cars by the end of October last year.
Hyundai Motor is to launch Genesis on Jan. 8.
indizio@koreatimes.co.kr