Hey all you go-gettin’ red hot Chinese Millennials, Hyundai has got the car for you: LAFESTA (all caps)! This is a Chinese-market-only sedan that comes with enough marketing gibberish to choke a horse and enough sloganeering to make the Zhongxuanbu nod in quiet approval.
The vehicle made its debut recently at Auto China 2018 and here is what Hyundai had to say: “At the 2018 Beijing International Automotive Exhibition Hyundai premiered the LAFESTA. A car with a powerful driving performance packaged in stylish design.”
Then they added: “LAFESTA is a landmark addition to the aggressively expanding Hyundai line-up in China.”
Seriously, the press release is riddled with sayings like that.
Pop Quiz
Can you pick which ones were written by Hyundai Motor Company for the Beijing show:
1 – “LAFESTA embodies Hyundai?s new design philosophy, Sensuous Sportiness.”
2 – ?Long live the 23rd of August, the great celebration of the LAFESTA.?
3 – “LAFESTA targets young generation looking for smart performance.”
4 – ?All the best on the occasion of November 7th, followed by the slogan LAFESTA forever.”

If you thought numbers 2 and 4, you would be wrong, those are Romanian Communist Party slogans. Numbers 1 and 3, however, are direct quotes. Can this marketing strategy work" Even in a sellers market like China" I dunno, but we’re going to find out, because Hyundai is not slowing down.
LAFESTA, w...