#MobilityMarketing

Hyundai kicked off the New Year by teasing a concept vehicle it claims can tackle just about any terrain in a manner befitting Inspector Gadget. That’s because it’s time for the 2019 Consumer Electronics Show (CES), which is the premiere event for showcasing half-baked and incomplete technological marvels in a desperate effort to titillate investors and tech fetishists.

For Hyundai, that meant rolling out computer-generated images of Project Elevate and its Ultimate Mobility Vehicle (UMV) after a few days of gentle teasing. Normally, I wouldn’t touch a topic like this if I wasn’t planning on making fun of it — which is what I intend to do here. But before getting too deep into the ridicule, there’s an important takeaway to be made: This lack of vision might herald the final days of mobility-based marketing.