How will Tiger's accident affect Genesis as a brand?

There's no such thing as bad publicity, right?

I don't watch a lot of golf, but I did watch the last hour or so of the Genesis Invitational this weekend. It was the first time I ever recall seeing the brand's name as the title sponsor of an event. And it probably couldn't have gone any better for them, with regulation play ending in a tie and then going into a dramatic sudden death playoff for a couple of holes and bumping the news back by half an hour or so on Sunday night. The marketing department must have been riding high on a wave that lasted about a day and a half.

But then Tuesday morning, the biggest name in the sport gets in what could be a career ending accident while driving a courtesy car that says Genesis Invitational on the door.

It's too soon to say what caused the wreck since the investigation is still ongoing, and I'm glad that his injuries aren't worse, but setting all that aside...does this incident help or hurt Genesis as a brand?

As soon as Tiger issues a press statement saying "My injuries could have been a lot worse, but my Genesis SUV's safety features saved me!" I don't think it will be a problem for them.

There was an article on Jalopnik recently about how little Tiger's ties with Buick helped Buick around 15 years ago.  The author pointed out ways that he felt showed that there was no impact at all from Tiger being seen with Buicks or wearing the hats or whatever it was he was being paid to do.

I doubt there will be any impact here as well.  I also don't see how Tiger can help Hyundai move more cars.

Bad news spreads faster and farther than good. I don't see any downside. More name recognition and the car held up fairly well. 

The same way it affected Gatorade and Nike, not at all outside of their PR departments

Everything I heard in the news yesterday (Why the hell did the news spent all day talking about Tiger's accident?) said that because he was buckled in safely the car saved his life.

People under 55 still pay attention to golf? 

I see this as having zero effect just like most of tiger's other endorsements outside of Nike.

A single car high speed wreck doesn't speak to a car issue at all.

If anything, it kept him safe when clearly it was abused and crashed in a nasty way. Most people won't even care.

I rarely watch TV and I too happened to see some of the ending of the Genesis Golf thing.  I think that Genesis advertising with Golf is a smart move.  It is very much about having the brand being seen at the right places.  Sort of a statement of endorsement from "old golf" that a Genesis is an acceptable thing to be seen driving to the Country Club.  

Having been around Golf Tournaments, especially back in the Buick Days, there are TONS of Courtesy cars for every event.  Often arriving at the event with Press Passes, there would be designated off-site press parking.  From that area we were then driven in a Buick to a press entrance.  Tiger was just one person driving many of these cars.  

One other thing to point out, I've not seen any significant coverage about what the car was.  I could not even tell what it was until there was a close up on the side, and you could see the remains of the logo.

I thought he was cut free with the jaws of life? That structure looks pretty intact to me. 

I was surprised Tiger drives a Hyundai until I realized it's a course promo car.  
 

Nike is going to cash in, with our new bubble burner tx optimus driver, even Tiger manages to drive it straight. 

I feel for him. He has a long road ahead of him. I'm just glad that he's 3500 miles away from competing for attention from the same nurses. 

TIL that Genesis sponsors golf and that they apparently make an SUV-thing I was not aware of. So i guess it's working? 

Tuesday Morning at 7am it was dry and  in the low 50s F , so weather was not the problem , 

Its just a  pretty steep downhill grade  that you can get your speed up quick ,  

The Genesis safety equipment  saved him , as would the safety equipment in most new cars , 

Interesting thing is they took him to LA County Harbor UCLA hospital  which is an old Public hospital   mostly used by the poor , 

I wonder if they will transfer Tiger to a "High class" hospital.

I wish him a quick recovery , but it sounds like he has a lot of broken bones in his leg and foot  , 

WillG80 said:

I thought he was cut free with the jaws of life? That structure looks pretty intact to me. 

It was reported later that they took him out the windshield.

Bit of info in this article: https://www.espn.com/golf/story/_/id/30955427/what-know-tiger-woods-crash-condition-happens-next

It says it's a Genesis GV80. Judging by the logo on the door, it's a promo car that was undoubtedly loaned to him. The article also says that he was traveling at a "relatively greater speed than normal".

I'd say it's a combination of an unfamiliar car, an unfamiliar road (with a steep slope), and an excess of haste. Certainly nothing Genesis can be blamed for. If anything, the car held up well.

Came here expecting to see it was a build quality issue that caused the wreck.  No, he's just driving a car?  Nvrmnd.

I don't think the accidents Paul Walker and James Dean died in caused anyone to blame Porsche.  

jharry3 said:

I don't think the accidents Paul Walker and James Dean died in caused anyone to blame Porsche.  

I've heard of people badmouthing Porsche because "they killed Walker".

californiamilleghia said:

Tuesday Morning at 7am it was dry and  in the low 50s F , so weather was not the problem , 

Its just a  pretty steep downhill grade  that you can get your speed up quick ,  

The Genesis safety equipment  saved him , as would the safety equipment in most new cars , 

Interesting thing is they took him to LA County Harbor UCLA hospital  which is an old Public hospital   mostly used by the poor , 

I wonder if they will transfer Tiger to a "High class" hospital.

I wish him a quick recovery , but it sounds like he has a lot of broken bones in his leg and foot  , 

A teaching hospital is one of the best places to be. 

Datsun310Guy said:

I was surprised Tiger drives a Hyundai until I realized it's a course promo car.  
 

The top trims of this car start at $65k+, and offer a whole lot for that money. This isn't 1980's Hyundai anymore:

Scott_H said:

californiamilleghia said:

Tuesday Morning at 7am it was dry and  in the low 50s F , so weather was not the problem , 

Its just a  pretty steep downhill grade  that you can get your speed up quick ,  

The Genesis safety equipment  saved him , as would the safety equipment in most new cars , 

Interesting thing is they took him to LA County Harbor UCLA hospital  which is an old Public hospital   mostly used by the poor , 

I wonder if they will transfer Tiger to a "High class" hospital.

I wish him a quick recovery , but it sounds like he has a lot of broken bones in his leg and foot  , 

A teaching hospital is one of the best places to be. 

Also likely has to due with bed space and what level Trauma center it is. 

Some things to note here:

• This was Tigers event. It is organized by the Tiger Woods Foundation. 
• It is one of the bigger non-majors in golf. 
• I wonder if sponsorships here really have much impact. It was known as the Nissan Open for about 30 years. Anybody remember that? 

I ultimately think this has negative impact for Tiger. Positive or none for Genesis. Pure, unfounded conjecture: I think Tiger was likely under the influence. It is definitely possible that he wasn't. But he's had a history of this, was just coming off back surgery, and looked like he was possibly on something during interviews for the event (he did not compete, due to the back surgery, but was able to at least swing a golf club - just not at a competitive level). 

His publicist needs to make sure he is never behind the wheel again. 

Now, he does have the chance at the coolest comeback story in golf since Ben Hogan. That is wishful thinking for golf fans, but he is probably the best ballstriker to ever play the game. The only one that really comes close is John Daly. 

In reply to STM317 :

I'm becoming a big Hyundai fan as the Datsun/Nissan ship floated away years ago.