Was that a new XG300 pulling into the spot formerly occupied by a Lexus?
Hyundai was the title sponsor of this year's mid-December tournament at Pelican Hill Golf Club in Newport Coast, Calif. A year ago, Lexus was picking up some of the sponsorship tab and showing its wares.
'This used to be the Diners Club Cup, a three-tour challenge including players from the PGA, senior PGA and LPGA,' said David Weber, Hyundai marketing vice president.
Lexus was a presenting sponsor of the tournament in 1999. This year's tournament, the Hyundai Team Matches, was held Dec. 15-17 and was the first year of Hyundai's three-year commitment. ABC-TV was to have broadcast the event live on Saturday, Dec. 16, and Sunday, Dec. 17, with a tape delay on the Korean Television Network.
Weber said Hyundai was eager to get its new XG300 out before the public - in this case, presumably, the country club set.
'We have an advertising and promotional package that includes national television spots, course banners, announcer mentions and slots for designated Hyundai personnel in the pro-am tournament,' he said.
Hyundai also has a sales incentive program for its dealers based on Team Matches. Winners can cop a playing position in the pro-am held before the pro tournament.