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
©2013, Hyundai Motor America. All Rights Reserved.
Guest Sheet
©2013, Hyundai Motor America. All Rights Reserved.
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
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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