Hyundai 2015 Sonata Experience Reference guide

The Sonata Experience

1

The 2015

Sonata Experience

Reference Guide

The 2015 Sonata Experience

1

AGENDA

Contents

1: Agenda 2

2: Needs Assessment 3

Learn My Needs 4

Sample Questions 5

Sample Guest Sheet 6

Path Leads to Story 7

3: Feature-Function-Benefit

and SPACCED 9

4: The Walkaround 12

Position 1: Hood 13

Position 2: Driver’s Side 19

Position 3: Trunk/Cargo Area 25

Position 4: Rear Seats 29

Position 5: Passenger Seat 33

5: Specifications 37

Sonata Packaging 38

Trim Levels and Packages 39

6: Competitive Comparisons 51

Sonata Competitors 52

2015 Sonata SE 53

2015 Sonata Sport 2.0T 54

2015 Sonata Limited 55

The 2015 Sonata Experience2

Agenda

Connecting with Customers

Needs Assessment

Drawing on Stories

Feature-Function-Benefit Presentation

Live presentation of 2015 Sonata with time for Q & A

Building the Sonata Value Story

Discovering Value

Stories that Sell

Competitive Strategies

Connecting Customers With Blue Link

Closing: Connect the Dautts

Needs Assessment

The 2015 Sonata Experience

3

NEEDS ASSESSMENT

The 2015 Sonata Experience4

Learn My Needs

The initial stage of conversation is a time to listen and establish a solid

foundation of trust and credibility.

Build Rapport

Rapport is a connection between two or more people based on mutual

interest, trust, and a sense that they understand and share each

other’s concerns.

Ways to build rapport

 Break the ice.

 Address customers by name.

 Keep your language simple and to the point. Avoid slang.

 Mirror the customer’s body language and gestures.

Ask Questions

Sales consultants have to be master interviewers. Customers are more

satisﬁed and feel less sales pressure when you spend time to learn their

needs during an interview discovery process. Ask questions that stimulate

conversation, show interest, and encourage customers to share information.

Listen Attentively

Listening isn’t the same as hearing; listening is an art that involves

reacting to verbal cues, observing body language and identifying possible

inconsistencies between them.

 Let the speaker speak.

Wait until they ﬁnish making their points before responding.

Don’t interrupt, even to agree.

 Do not make critical or judgmental faces or sounds.

 Carry a simple notebook to take notes on key needs information and

contact info, if acceptable to the customer.

 Use self-prompts to concentrate and maintain control.

Demonstrate Understanding

Customers who take the time to visit the dealership and engage in a

conversation want you to “get” what they are saying and conﬁrm that their

wants, needs, preferences and goals have resonated.

 Nod your head

 Use connecting words or phrases like “uh huh,” “OK,” “yeah,” “I get

it,” etc.

 Recap the facts and the level of importance in a few brief words.

 If needed, mention a comment and ask the customer for more details.

 When the customer ﬁnishes talking, paraphrase the main points.

The 2015 Sonata Experience

5

NEEDS ASSESSMENT

Good questions draw people out

Best questions are open-ended

 Solicit longer, more detailed responses.

 Encourage people to talk about whatever is important to them.

Responses take longer, but are worth listening to

 Gain valuable knowledge.

 Lead to establishing greater trust and rapport.

Open Ended Questions

Begin with what, how, and why:

 How will you be using this vehicle?

 What do you like best about your current vehicle?

 What do you dislike most about your current vehicle?

 What is most important to you in your next vehicle?

 What kind of cell phone do you use?

Why did you choose that particular phone? What do you use it for?

 How important is a navigation system? Why?

Either/Or Questions

Give you more control over direction of the answers

Hybrid between open- and closed-ended questions

 Do you prefer a sports car, sedan, or something larger?

 Are you looking for basic transportation or something with a little

more equipment?

 Will you be using the vehicle for business or pleasure?

 Do you prefer light or dark colors?

 Do you prefer leather interior or something else?

Clarifying Questions

Used to get a better understanding of something the customer

has just shared

Should be used often

 It sounds like _____________ is important to you. Is that correct? Why?

 When you say _______________ what does that mean to you?

 Would you please say more about __________________?

 _________________ means different things to different people.

Can you give me an example of what it means to you?

The 2015 Sonata Experience6

Sample Guest Sheet

The Sonata Experience6

Guest Sheet

Selling and Demonstrating In-Vehicle Technology

16

 New  CPO  Used

 1

st

Visit  Return Visit  Appointment

Date:

Customer Name: Home Phone:

Address: Cell Phone:

Email:

City/State/ZIP: Other:

1

st

Choice:

Year: Make: Model: New/Used

2

nd

Choice:

Year: Make: Model: New/Used

What features must the vehicle be equipped with in order for you to consider it?

#1: #2: #3:

#4: #5: #6:

What features would be nice to have but won’t make or break your decision?

#7: #8: #9:

Do you prefer light or dark colors?

Choice #1: Choice #2:

How will you be using the vehicle? (Commuting, transporting kids, recreation, etc.)

What other makes are you considering?

#1: #2: #3:

How did Hyundai get on your consideration list? (Circle all that apply)

Referral Repeat Owner Radio TV Internet Mail Other:

Trade

-in?

□Yes

Year:

Make: Model:

□No

Miles:

Payoff: Lienholder:

Are you considering financing, leasing or paying cash for this next vehicle?

 Finance  Lease  Undecided

What is your preferred contact method?

 Phone  Email  Text

Notes:

The 2015 Sonata Experience

7

NEEDS ASSESSMENT

Path Leads to Story

Open-ended

Questions

Safety

STORY

Clarifying

Questions

Either/Or

Questions

What are you looking for

in your new car? How will

you be using it?

So your daughter will be

learning to drive in this

car? How often will she

use it once she starts

driving?

SPACCED = Safety

“Like having eyes in

the car…”

Open-ended

Questions

Comfort Economy

Safety

Clarifying

Questions

Either/Or

Questions

The 2015 Sonata Experience8

Feature-Function-Benefit

and SPACCED

The 2015 Sonata Experience

9

FFB AND SPACCED

The 2015 Sonata Experience10

The 2015 Sonata Experience

11

FFB AND SPACCED

Potential Customer Needs

Most customer needs will ﬁt into one of seven

categories. When you ask questions during

the needs assessment, be sure to jot down or

note which of these beneﬁt categories seems

to be most important to the customer, which

is second most important, which is least

important, and so on.

If your customer seems to be most interested

in Safety, Comfort and Economy, for example,

focus on those three. They will be your best

opportunities to connect the customer with

the vehicle.

Making Connections

Use the Feature-Function-Beneﬁt approach to make the connection

between the customer’s needs and the features of the vehicle. For

every feature you decide to show the customer, point out the feature

itself (what it is), its function (what it does or how it works) and what

it does for the customer.

Sometimes a single feature can have a lot of different beneﬁts for a

customer. This is why you do a needs assessment. You don’t want to

waste the customer’s time on beneﬁts that won’t interest them. You

want to stick to the ones that match the customer’s needs.

Safety

Performance

Appearance

C omfort

C onvenience

Economy

Durability

?

BENEFIT

What it does for

the customer

CUSTOMER

NEEDS

VEHICLE

FEATURES

What it is

FUNCTION

What it does

(or how it works)

The 5-Point Walkaround

1

4

3

2

5

The 2015 Sonata Experience12

Position 1: Hood

The Sonata Experience

13

WALKAROUND

The 2015 Sonata Experience14

Feature

(& Availability)

Function

Beneﬁt

(& SPACCED)

Fluidic Sculpture

2.0 Styling

and

Underbody Cover

(Standard)

Designed to evoke a sense of

conﬁdence, sophistication and

maturity.

Sleek and sporty proﬁle.

Notable details:

 Hexagonal winged grille

 Muscular ﬂares in body side

 Fast arch of the C-pillar

 Standard rear spoiler

 Wing-shaped taillights

APPEARANCE: Sonata’s

premium design and reﬁned,

contemporary look create a

high-quality image that builds

pride of ownership.

The exterior design elements

combine with the standard

underbody cover to give the

Sonata a drag coefﬁcient of

only 0.27.

COMFORT: Less drag means

less wind noise on the inside,

for a more comfortable interior

environment.

The lower the drag coefﬁcient,

the more easily a vehicle can

slip through the air pushing

against it.

Sonata has the lowest drag

coefﬁcient of any non-hybrid

vehicle in the midsize segment.

PERFORMANCE: Less power

needed to propel the vehicle

through the wind.

ECONOMY: Less power

means less fuel is needed to

propel the vehicle.

LED Daytime

Running Lights

(Standard)

Running lights are on when the

engine is running.

SAFETY: Makes Sonata visible

to other drivers, even during

daylight hours.

Running lights use LEDs (Light-

Emitting Diodes) instead of

more traditional bulbs.

APPEARANCE: Bulb size

and placement give the front

end of the vehicle a high-end,

contemporary look.

ECONOMY: LEDs require

less power to operate than

traditional bulbs.

Headlights /

Automatic Light

Control

(Sport, Limited,

Sport 2.0T, Eco,

optional SE)

Sensors monitor light levels

and turn the headlight bulbs on

automatically.

SAFETY: The driver always

has a bright view of the road

ahead—and other motorists

can see the Sonata as well.

CONVENIENCE: The driver

doesn’t need to determine

when it’s time to turn on the

headlights.

The 2015 Sonata Experience

15

WALKAROUND

Feature

(& Availability)

Function

Beneﬁt

(& SPACCED)

Headlights / HID

Xenon Lamps

(Sport 2.0T, optional

Limited)

Xenon gas ensures that the

lamps will produce light

immediately.

CONVENIENCE: No need

to wait for adequate light

during dawn, dusk or nighttime

operation.

High-intensity-discharge

lamps make light through an

electric arc, rather than a

burning ﬁlament. Compared to

a traditional tungsten-ﬁlament

bulb, they’re able to make more

visible light for every unit of

electric power they consume.

ECONOMY: HID bulbs are

more efﬁcient.

Headlights / Blue

Link Remote Horn

& Lights

(Sport, Limited,

Sport 2.0T, Eco,

optional SE)

Lights can be ﬂashed—with

or without the horn—from

a laptop, a tablet or a

smartphone, regardless of how

far away the car is.

CONVENIENCE: Find the car

without having to search. Could

even help someone else locate

the car – such as in an airport

parking lot on the other side of

the country.

SAFETY: Locate and get to

the car as quickly as possible.

Scare away potential thieves or

stalkers.

Headlights / High

Beam Assist

(opt. Limited, Sport

2.0T)

Automatically switches from

high to low beams when an

oncoming vehicle is detected by

the front camera, and switches

back to high beams when the

other vehicle has passed.

COMFORT: Helps to reduce

driver fatigue by eliminating

the need to manually dim the

headlights.

SAFETY: Keeps headlights

from blinding other drivers.

CONVENIENCE: Driver

doesn’t have to worry about

dimming the lights.

Gasoline Direct

Injection (GDI)

(Standard)

Premium system usually found

on more expensive vehicles.

Unlike a traditional fuel

injection system, GDI places

the fuel injector inside the

combustion chamber of each

cylinder, instead of in the

intake runners. This means that

each cylinder gets precisely

the amount of fuel it needs,

depending on whether the

driver is idling, accelerating,

coasting or braking.

ECONOMY: Efﬁciency.

PERFORMANCE: Better

performance and drivability.

The 2015 Sonata Experience16

Feature

(& Availability)

Function

Beneﬁt

(& SPACCED)

Dual Continuously

Variable Valve

Timing (D-CVVT)

(Standard)

Very precisely controls when

the intake and exhaust valves

open and close.

Sonata’s engine “breathes”

differently depending on

operating conditions.

PERFORMANCE: Better

off-the-line and passing

acceleration

ECONOMY: More efﬁcient

operation, especially while

cruising, leads to excellent

fuel economy, which helps to

reduce the costs of ownership.

Make the Connection: Give a non-automotive explanation.

Example: Compare engine “breathing” to timing a football pass

 For a short pass, you can throw the ball directly to where the receiver is

 For a long pass, you need to anticipate where the receiver is going to be and throw the

ball ahead of the receiver

2.4-liter GDI

4-cylinder engine

(SE, Sport, Limited)

Tuning delivers peak

horsepower and torque at

lower engine speeds than

previous Sonata.

Delivers 185 horsepower at

6,000 rpm rather than 6,300,

and 178 lb.-ft. of torque at

4,000 rpm rather than 4,250.

PERFORMANCE: Delivers

more responsive acceleration

off the line, when the engine

is operating at low rpms, and

while passing, when the engine

is operating in the mid-range.

2.0-liter

Turbocharged GDI

4-cylinder engine

(Sport 2.0T)

Delivers 245 horsepower and

260 lb.-ft. torque with twin-

scroll turbocharger yet still runs

on regular unleaded gasoline.

PERFORMANCE: Enhances

the driving experience with

impressive acceleration and

sporty character.

Turbocharger provides better

response and more torque in

low and mid RPM range.

1.6-liter

Turbocharged GDI

4-cylinder engine

(Eco)

New smaller displacement

turbocharged engine provides

177 horsepower (est.) and 195

lb.-ft. torque (est.) with regular

unleaded gasoline.

ECONOMY: This engine teams

with a new 7-speed DCT for

outstanding efﬁciency.

6-speed

SHIFTRONIC

automatic

transmission

(SE, Sport, Limited,

Sport 2.0T)

Shifts gears effortlessly in fully

automatic mode for economy,

or driver can shift manually

when desired.

PERFORMANCE: Delivers the

fun and responsiveness of a

manual transmission without

having to operate a clutch

pedal.

The 2015 Sonata Experience

17

WALKAROUND

Feature

(& Availability)

Function

Beneﬁt

(& SPACCED)

7-speed Dual

Clutch automatic

transmission

(Eco)

New innovative design shared

with Veloster is tuned for

efﬁciency and features seven

gears for optimum drivability.

ECONOMY: This automated

manual transmission enables a

direct connection to the engine

for outstanding economy and

uninterrupted power transfer.

Vehicle Stability

Management

System

(Standard)

Monitors the functions of a

number of safety systems

including power steering,

Electronic Stability Control and

Traction Control.

SAFETY: Provides seamless

integration of several safety

features under all road

conditions.

Electronic

Stability Control

(Standard)

Applies braking, retards engine

timing or reduces the throttle

to help keep the vehicle on the

driver’s intended path.

SAFETY: Improves safety by

reducing severe understeer or

oversteer which can lead to

loss of traction.

Traction Control

(Standard)

Monitors the driven wheels

and reduces wheel spin when a

loss of traction is detected.

SAFETY: Helps to get the

vehicle moving from a stop

when traction is temporarily

lost on slippery surfaces.

Anti-lock Braking

System

(Standard)

Modulates the brakes rapidly to

help prevent them from locking

up and causing a skid.

SAFETY: Helps maintain

steering control in emergency

stops.

Electronic Brake-

force Distribution

(Standard)

Adjusts braking levels at

individual wheels for smooth,

comfortable stops.

SAFETY: Provides better

braking control especially when

the vehicle is loaded with

cargo.

Brake Assist

(Standard)

Monitors braking in emergency

situations and applies more

braking force.

SAFETY: Helps stop vehicle

during a panic stop.

Enhanced Column-

Mounted Power

Steering

(SE, Sport, Limited,

Eco)

Stiffer column shaft and

reinforced rack bar rigidity

provide improved steering

responsiveness and on-center

feel.

PERFORMANCE: More

responsive handling for greater

pleasure in driving.

SAFETY: Greater control for

improved driver conﬁdence.

Front Suspension

(Standard)

Suspension geometry modiﬁed

to enhance responsiveness,

handling and stability.

COMFORT: Signiﬁcantly

enhanced ride comfort on

rough roads.

PERFORMANCE: Improved

steering response, handling

and vehicle stability.

SAFETY: More precise and

stable handling.

The Sonata Experience18

Feature

(& Availability)

Function

Beneﬁt

(& SPACCED)

Sport-tuned

Suspension and

Steering

(Sport 2.0T)

Larger front and rear stabilizer

bars along with rack-mounted

power steering provides high-

speed stability and more direct

response at medium and low

speeds.

PERFORMANCE: Increases

responsiveness and sporty

driving character.

215/55R17 Tires

(Sport, Limited)

Size chosen for the optimum

balance between handling and

efﬁciency:

Larger than 16-inch tires =

bigger contact patch so more

tire is on the ground.

PERFORMANCE: A larger

contact patch gives tires more

grip, for better handling.

SAFETY: More grip helps

prevent loss of control.

Smaller than 18-inch tires =

less rolling resistance.

ECONOMY: Less resistance

leads to better fuel economy.

Alloy Wheels

16-inch (SE, Eco)

17-inch (Sport,

Limited)

18-inch (Sport 2.0T)

Aluminum is lighter than

steel, so alloy wheels reduce

the unsprung weight of the

vehicle—the amount of weight

that is below the suspension’s

coil springs. The lower the

unsprung weight, the more

smooth and stable the ride.

COMFORT: The ride

is smoother and more

comfortable with less unsprung

weight.

PERFORMANCE: The car is

more stable and the handling

more responsive.

12.6-inch

ventilated front

disc brakes

(Sport 2.0T, optional

Limited)

Large compared to standard

12.0-inch rotors for 2.4 and 1.6T

Sonata models.

 More surface area for the

brake pads to grip

PERFORMANCE: More grip

creates more stopping power.

Ventilated brakes run cooler. SAFETY: Cooler brakes

provide more consistent

braking, even under frequent

braking or hard-stopping

conditions.

DURABILITY: Brake rotors

last longer when they

aren’t subjected to extreme

temperatures.

Make the Connection: Get the customer physically involved with the vehicle.

 Example: Have the customer bend down to see the vents in the disc rotors.

Position 2: Driver’s Side

The Sonata Experience

19

WALKAROUND

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Hyundai 2015 Sonata Experience Reference guide

Hyundai 2015 Sonata Experience Reference guide

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