#HyundaiKonaIronManEdition

On Thursday, Hyundai unveiled a special edition of its Kona crossover on the opening day of the 2018 San Diego Comic-Con. Revealed at the Marvel booth, the Kona “Iron Man Edition” features a bevy of design elements that either resemble or tip their hat to the famous comic book icon. All told, it’s probably one of the most comprehensive example of cross promotion in recent history.

How desirable it is will be highly dependent on the person you’re asking, however.

I’m going to acknowledge my prejudice against these types of vehicles upfront. While I’m all for wild paint jobs and tasteless accessories, there’s something about this kind of cross-branding that chaps my posterior. It isn’t just that automobiles are supposed to be purchased by adults (we already know that they’re ravenous consumers of things they recognize from their childhood). It’s the half-hearted effort that’s typically placed behind them.