January 26, 2005
Hyundai hires investigative team of senior citizens to provide feedback
Chicago, Illinois – In an attempt to better understand the needs and desires of
older consumers, Hyundai Motor America has assembled its third Hyundai Investigative
Team (HIT). The 2005 team is comprised of eight mature adults (ages 60-78) who will
tour the Chicago International Auto Show on Thursday, February 10th.
The HIT program was piloted in 2003, when six panellists from the Gen Y demographic
(ages 18-25) toured the floor of the Chicago auto show and provided honest input on
new production and concept vehicles. The 2004 panel was comprised of eight teenage
girls (ages 16-19).
This year, Hyundai selected eight men and women from several candidates who were
recommended by the Chicago-area Association for the Advancement of Retired People
(AARP). The 2005 HIT panel includes:
- Norman Bell, 72, Toledo, Ohio
- Nathaniel Blackman, 75, Chicago, Ill.
- Ruth Foley, 60, Oak Park Ill.
- Ann Kotter, 64, Bourbonnais, Ill.
- Jack Kotter, 64, Bourbonnais, Ill.
- Carolyn Reynolds, 76, Springfield, Ill.
- Jack Reynolds, 78, Springfield, Ill.
- Robert Willey, 76, Arlington Heights, Ill.
As members of HIT, the panellists will tour the show floor and attend targeted new
product reveals, while providing feedback on their likes and dislikes of the
vehicles on display. Panellists will be asked to document their impressions and
participate in a taped interview at the conclusion of the program. This feedback
will be shared with Hyundai’s marketing and product development departments and be
combined with other focus group results.
“By 2011, the Baby Boom generation will begin to turn 65, according to U.S. Census
Bureau projections,” said Curt McAllister, Midwestern public relations
representative for Hyundai Motor America and HIT program director. “Hyundai wants to
know what today’s seniors want in their vehicles to plan for future products that
might appeal to this growing demographic.”