The first ever concept car from a hotel chain aims to be ultimate road trip companion

The Super 8 hotel chain debuted a concept car at a major auto show. Yes, you read that statement correctly. Super 8 has finished a massive renovation of its budget-friendly hotels across the U.S., spending $100 million to modernize guest rooms and amenities. To get the word out  about the fresh look, the company decided to exhibit at the 2018 New York Auto Show to connect with car-loving people likely to be taking road trips in the future—and the idea of a hotel-inspired concept car was born.

What they came up with is the ROADM8 (road mate), a car designed to be the perfect road trip companion. The ROADM8 started life as a stock 2017 Jeep Wrangler. Movie car fabrication specialists Kustom Creations from Detroit, Michigan took the Jeep apart and reassembled it with elements of Super 8's new guest rooms. Under the hood, for instance, is a photo mural of South Dakota's Badlands National Park, a nod to the photo mural headboards now found in Super 8 guest rooms as well the state where the chain first started.

The interior adopts colors and materials now used in guest room furnishings. The seats are wrapped with the same fabric used for the duvet covers. Wood trim accents on the dashboard match the wood finish used on chairs and tables in rooms.

ROADM8 incorporates a few functional upgrades in addition to the aesthetic ones. Behind the front seats is a working coffee maker that dispenses into custom travel mugs.

Between the front seats, a storage bin has been converted to become a guest room inspired mini fridge for keeping drinks cool.

ROADM8 reflects the fact that Super 8 is becoming more sophisticated with its branding as well. The yellow and red exterior colors are taken from the logo but the mark itself is most prominent on only one place: the spare tire cover on the back. Super 8 isn't transforming into a boutique hotel chain, but it is hoping to be better known as a modern place for travelers to choose for a break from highway driving.

Super 8

The Super 8 hotel chain debuted a concept car at a major auto show. Yes, you read that statement correctly. Super 8 has finished a massive renovation of its budget-friendly hotels across the U.S., spending $100 million to modernize guest rooms and amenities. To get the word out  about the fresh look, the company decided to exhibit at the 2018 New York Auto Show to connect with car-loving people likely to be taking road trips in the future—and the idea of a hotel-inspired concept car was born.

What they came up with is the ROADM8 (road mate), a car designed to be the perfect road trip companion. The ROADM8 started life as a stock 2017 Jeep Wrangler. Movie car fabrication specialists Kustom Creations from Detroit, Michigan took the Jeep apart and reassembled it with elements of Super 8's new guest rooms. Under the hood, for instance, is a photo mural of South Dakota's Badlands National Park, a nod to the photo mural headboards now found in Super 8 guest rooms as well the state where the chain first started.