Whether shopping for a new car or gearing up for a big date, women are unsurprisingly more sensible – 77 per cent look for reliability in a potential partner, and 87 per cent say they look for it in a car (compared to 66% and 80% of men) according to a new study commissioned by Hyundai Auto Canada and powered by Maru/Matchbox. Women are also more likely to consider compatibility when dating and car shopping. Eighty per cent look for compatible lifestyles with a partner (versus 69% of men); while 35 per cent of women consider compatibility when car shopping (compared to 29% of men). The study, the latest from The Hyundai Ultimate Date campaign for the newly released Ioniq eco vehicle, reveals women and men have different priorities when it comes to finding the 'whole package', and it often comes in the one they least expect.
Appearance still matters, too. For both genders, half (51%) of respondents said that when looking for a new car they consider appearance, and the same amount (51%) say they consider appearance in a potential partner. However, men are more likely than women to care about appearance in their partner (57% versus 45% for their car), while women are more likely to look for appearance in their vehicle (46% for a partner versus 57% for their car).
Working through a first of its kind automotive media buy in Canada with Tinder, Hyundai enlisted the help of celebrities Jasmine Lorimer and Joey Scarpellino to share their own perspective on the challenges and similarities in both dating and car shopping. Six lucky Canadian winners will have the opportunity to go on an unexpectedly electrifying date in an Ioniq with Lorimer in Toronto or Scarpellino in Montreal this September.
"There are a lot of similarities between dating and car shopping", says Jasmine Lorimer. "I know I'm guilty of building a list of qualities that I look for in both and I was pleasantly surprised by the Ioniq – it's fun to drive, full of all the necessary tech features and has a super sleek design."
It's not all fun and games: both dating and car shopping can be stressful. A third of Canadians (32%) say dating is stressful, and nearly half (48%) say car shopping is stressful. Perhaps more tellingly, fewer than 1 in 5 (16%) say they feel confident when car-shopping; for dating, that figure is similarly low (14%). While three quarters of Canadians (72%) find car shopping predictable, the Hyundai Ioniq makes the process even easier with an advanced, stylish vehicle packed with innovative technology making it equal parts eco-friendly and fun to drive.
In a quest to find true love, Canadians across the country are looking for different traits:
• Quebecers, as the cliché goes, are more relaxed – at least when it comes to buying a car and dating. Only 16 per cent said they think dating is stressful, compared to a national average of 32 per cent; and only 35 per cent think buying a car is stressful (versus 48% nationally).
• In the Prairies, only 45 per cent said they consider appearance when dating, somewhat lower than the average of 51 per cent nationally. Instead, they're more likely to look for confidence (66%, significantly higher than the average of 51%) and a compatible lifestyle (86%) in a potential partner.
• In both car buying and dating, people from B.C. are the most focused on the environment. Half (51%) said they look for eco-friendliness when buying a car (compared to the average across Canada of 36%), and 1 in 4 (24%) said environmental friendliness is one of the most important attributes they look for in a partner (compared to the average across Canada of 14%).
"Dating and car shopping are more similar than you'd think. Both require a considerable amount of time, have long-term effects, and often involve diving into the unknown," says Lawrence Hamilton, Director of Marketing, Hyundai Auto Canada. "But, no one should have to compromise. We created this campaign to demonstrate that, at least with car shopping, the Ioniq has it all – from dependability, style and even environmentally conscious features."
To extend the campaign with this message, Hyundai is offering Canadians the chance to win their own Hyundai Ultimate Date. From September 11 to March 18, contestants can "swipe right" on the Tinder app when they see the Hyundai-promoted profile to enter. Canadians can also enter the contest through a dedicated website, www.HyundaiUltimateDate.com. One winner will be selected every month for six months and will receive an evening chauffeured in the Ioniq and $200 for a night out on the town.