Hyundai Wants Better Image
September 10, 2007 by Alborz Fallah
Hyundai America has began a new type of marketing campaign to initiate a change of perception towards the Korean manufacturer. For many, the thought of a Hyundai (or Kia) conjures images of cheap and nasty Excels stuck on the side of the road, and this image is stalling sales, the company believes.
The “Think about it” campaign starts by showing off Hyundai vehicles without mentioning the brand at all. Instead it aims to intrigue the audience to visit Hyundai’s new website, thinkaboutit.com.
“The Hyundai brand has an opportunity to define itself in the eyes of the consumer,” says Jeff Goodby, co-chairman of the ad agency in charge of the campaign. “We feel that the campaign will close the huge gap between the reality of Hyundai vehicles and perceptions that consumers have about the brand.“
One of the more interesting commercials asks viewers to ponder: “Shouldn’t a car have more airbags than cupholders?” While a print ad shows a sumo wrestler representing Hyundai’s 10-year, 100,000-mile new-vehicle warranty (U.S. only) against the opposition which offer lesser warranties.
Fortunately for Hyundai, the marketing campaign is backed up by solid vehicles and a great deal of promise for the future.
The Korean company is working on a V8 powered, rear-wheel-drive sedan (concept Genesis) for next year, while also recently announcing the next-generation Tiburon will be more performance focused with a rear-wheel-drive setup and performance bits.
Print it: 
*****PRIMO*****!
Yeap, as per findings, *cheap_n_nasty*
Although to be completly frank, they ARE nasty but NOT that cheap![Should be 50% of Jappers, in my estimed opinion thats the quality and engineering lag]
Cheers
F/O
True – A Santa Fe Diesel is up to $49,000
That’s real car money, not Korean car money.
I wont ever buy a Hyundai myself, they might have the perception of being changed but the jury is still out until these new models stand the test of time. The Excel was a disaster, every second vehicle use to be one, yet 5 years or even less after they first came out they became scarce. Lack of reliability.
Their prices tend to be almost the same as the Japanese, which are obviously better especially in interior quality. The ‘06 Elantra 2.0 I tried before had plastic galore, a dorky design and was relatively thirsty despite maintaining a light foot. A ‘94 Corolla was probably even better.
Before they can demand similar pricing, Hyundai should:
1. improve (tremendously) on interior quality.
2. fire the designers who did the uglified facelifts of the first Coupe and the Starex van.
3. focus on engine technology advancement.
If they do all these and keep prices lower, people will start considering the brand seriously.
I drove a Getz in Cairns for 1 week recently, many flaws and rough motor, plastics average fit and rattle behind back seat that always there. GREAT HISTORY FOR 41,000kms ON CLOCK!
I dont think the Excels were a disaster, apart from paint that faded easlily. The late 90’s excels were great cars. Ask anyone that owns one!
And for the price of their cars to be one of the first to offer a 5yr warranty was great value for money.
just dont mention the great looking Terracan – ugly as hell and thirsty on petrol.