Over the past few years, ad-supported has become the norm for all manner of digital services – but Hyundai has taken it one step further, with a partnership that will see some of its cars become free-to-drive, funded entirely by advertising.
The car manufacturer has partnered with car sharing service WaiveCar to make Hyundai's Ioniq electric compact available on-demand through WaiveCar's iOS and Android app. The service will start rolling out throughout Los Angeles in the first half of 2017, expanding to three further cities by the end of the year.
Once they've found the nearest car, the app unlocks the doors, giving them access to the keys inside. The car is then theirs to drive for up to two hours at no charge, before returning it to a designated spot – or they can choose to keep driving at an hourly cost of $5.99 (£4.80).
"This partnership allows us to reach potential customers and give them the opportunity to test drive our outstanding IONIQ electric while generating awareness for the Ioniq brand at the same time," said Mark Dipko, director of corporate planning and strategy at Hyundai Motor America.