Hyundai has launched a national campaign around the new Amazon Autos platform that enables customers to easily browse, order, finance and schedule pickup of a vehicle within the retail giant’s familiar shopping ecosystem.

Amazon expanded the program from a closed pilot to a “public beta,” enabling customers in certain markets to use the new platform to purchase a Hyundai vehicle.

The program now includes 54 U.S. markets, up from the 48 announced last month, the company stated today. Hyundai said these major metro areas account for 71% of the automaker’s total volume.

Hyundai Motor Co. CEO Jose Muñoz said the collaboration and resulting platform represent the “future of automotive retail and our commitment to redefining how cars are marketed and purchased.”

Amazon Autos “creates another way for Hyundai dealers to build awareness of their inventory and offer more convenience to their customers,” the company said.

Hyundai’s goal is to achieve national coverage, a company spokesperson said. Markets will continue to be added throughout the year. Amazon is spearheading the onboarding process for dealers.

Amazon also will roll out additional functionality, such as leasing and financing options beyond launch partner Hyundai Capital, early this year.

‘Add to Cart’ marketing campaign

Hyundai’s marketing campaign, called “Add to Cart,” is set in an Amazon fulfillment center. It features animated toys and other merchandise amidst stacks of Amazon’s familiar shipping boxes. Innocean USA handled the ad, which has a “Toy Story” feel and uses a version of the theme song from the old ”Knight Rider” TV show. 

One of the boxes opens to reveal a 2025 Hyundai Santa Fe. In depicting the vehicle in a box, the spot’s creators wanted to highlight the ease of car buying on Amazon, as opposed to at a dealership, where a purchase can stretch over hours.

The campaign, which starts today, includes integrated partnerships, TV and digital video advertising and social media extensions. The content also will air nationally during football and basketball games as well as on Amazon Prime Video properties.

Another campaign, called “In the Time it Takes,” will run on digital and social channels from mid-January through March. It features scenarios in life that should be simple but can take more time than expected. It compares that with the much easier task of buying a car on Amazon, which is plugged as taking less time.

Carly Schaffner is a reporter for Automotive News