Amazon Prime Now, known for quick delivery of groceries and household goods, is getting into the car business -- at least for a day.
The online retailer has partnered with Hyundai Motor America for an on-demand test drive program in Los Angeles/Orange County in which people can book drives via Amazon's Prime Now service. The program, called "Prime Now. Drive Now," will run this weekend and next weekend.
Prospective buyers can schedule a 45- to 60-minute test drive for the 2017 Hyundai Elantra. The cars will be delivered to homes, offices or even a local coffee shop, according to Hyundai. After the test drive, participants will be directed to their local Hyundai dealer if they want to make a purchase.
The program was conceived by Hyundai agencies Innocean Worldwide, Canvas Worldwide and Amazon Prime Now and Drive Shop, an engagement marketing agency. Hyundai will support the program with digital ads, including search ads. Ads will appear on Amazon.com and "other premium U.S. websites," Hyundai said in a statement.
"With our all-new Elantra and Elantra Eco in dealerships now, we are excited to be the first to team up with Amazon to give customers a tailored test-drive experience," Dean Evans, chief marketing officer, Hyundai Motor America, said in a statement. "We know people are looking for a new way to experience our vehicles, and with the convenience of Amazon's Prime Now service, 'Prime Now. Drive Now.' is an innovative solution we are testing to modernize today's automotive shopping experience."
The program follows a Thursday announcement by Hyundai luxury brand Genesis that it would be the first company to allow drivers to control a variety of car functions remotely using Amazon Alexa voice commands.