Hyundai Launches 'Rest Drive' Program for Kona Electric in the UK






Hyundai UK has unveiled a unique marketing campaign dubbed \"Rest Drives,\" providing potential customers with an extended 24-hour test drive of the new Kona Electric. This initiative is designed to allow individuals to fully immerse themselves in the tranquil and smooth driving characteristics of electric vehicles, contrasting sharply with the often noisy and less refined experience of gasoline-powered cars.
The inspiration for this program stems from a study conducted by Hyundai Motor UK, which revealed that a significant majority of parents (73%) use car rides as a method to help their children fall asleep. These parents spend an average of nine hours per month driving for this purpose, with primary grievances including traffic, engine noise, and frequent stops for refueling. Conversely, a smooth ride was identified by 65% of parents as the most crucial factor for their children's peaceful slumber. By offering the Kona Electric for an entire day, Hyundai aims to demonstrate how its EV can mitigate these issues, providing a calm environment for both parents and children.
The Kona Electric, boasting a WLTP range of 319 miles and advanced safety and connectivity features, represents Hyundai's commitment to the electric vehicle market. The \"Rest Drives\" program, available at select UK retailers until October 31, 2025, further reinforces this commitment. Participants will also receive a \"Rest Drives\" baby box, filled with items chosen to enhance comfort and relaxation for children during car journeys, underscoring the family-friendly appeal of EVs. This innovative approach not only promotes the Kona Electric but also educates consumers on the inherent advantages of electric mobility, fostering a greater appreciation for its quiet efficiency and serene ride quality.
In an era where sustainability and well-being are increasingly valued, Hyundai's \"Rest Drive\" initiative offers a refreshing perspective on vehicle marketing. It highlights the often-overlooked emotional and practical benefits of electric vehicles, moving beyond mere performance metrics. By focusing on the peace and comfort an EV can bring to everyday life, especially for families, Hyundai not only showcases its product but also contributes to a broader understanding of how electric mobility can enhance quality of life, fostering a more tranquil and environmentally conscious future.