Technology 'redundant' to owners

The American branch of Hyundai is abandoning its program of giving out free iPads as Equus owner manuals, according to CEO John Krafcik. The promotion was originally announced in April 2010, at the same time as the first iPad was launching in the US. The campaign has also been a central element of TV ads for the Equus.

Krafcik explains that because enough Equus owners already have iPads at this point, the tablet has lost its value to Hyundai as a promotion tool. Bundling an iPad is "redundant" for Equus buyers, he says, or if not they may want something better than the 16GB Wi-Fi model. Customer surveys are further said to show that most people are not buying an Equus with an iPad in mind.

Despite this, Krafcik says he content with the promotion. "We would do exactly the same thing again," he comments. The free iPads are being dropped with all 2012 Equus models.

By Electronista Staff