'I think the company has moved to the point where it's very much an accepted mainstream brand.'
Hyundai Australia is finally seeing a return on its marketing and brand perception in Australia, according to the company's local marketing director.
Speaking with CarAdvice at the launch of the new Santa Fe, Hyundai Australia marketing director, Oliver Mann, said the company is impressed with the direction its public perception is heading.
"I think the company has moved to the point where it's very much an accepted mainstream brand, and certainly in the research we did on Santa Fe, the qualitative group research, Hyundai was actually moving towards the top of the category in terms of acceptance."
"We still think there's some work to do, we think Santa Fe can do a big job for us. In a qualitative sense, the Santa Fe is so refined and such a rounded package – inevitably perceptions lack reality, so there's always work to do – but I think the progress that's been made by the brand over the last five years or six years, the lifespan of the last Santa Fe has been really encouraging. Really positive," Mann said.
Given demand for i30N and a recent increase in production, it seems that these products are helping driving customers from other established brands over to Hyundai.
"Vehicles like i30N and all of these new alternative power train vehicles – Ioniq, Nexo – are probably the halo cars that we've been looking for a long, long time, so we've got an opportunity to really leverage those," said Mann.
MORE: Hyundai Santa Fe review
Hyundai has made great gains in Australia, would you consider buying a modern Korean car over a competitive Japanese or European model?