Hyundai readies 'modern premium' brand strategy

Hyundai: readies 'modern premium' brand strategy
Hyundai: readies 'modern premium' brand strategy

Hyundai is to roll-out a new brand strategy in the New Year as it shifts its marketing away from price towards brand-led messages.

Under new global head of marketing Won-hong Cho, the Korean car manufacturer will unveil a new "modern premium" brand positioning – a promise to offer high-quality, yet affordable cars – at next month’s Detroit Motor Show.

The strategy, including a new global strapline, will enjoy its European launch at the Geneva Motor Show in March.

According to Andrew Cullis, marketing director at Hyundai Motor UK, the marque will promote its new position with a brand campaign in the first quarter of 2011.

Cullis said: "Everything will be going back to the brand in our advertising. Lately we’ve promoted deals like the five-year warranty and models like the i10, but we’re going to place the emphasis back on to the brand."

Hyundai saw a significant rise in its UK market share as a result of last year’s government-funded scrappage incentive scheme, and its share of the market has continued to grow in 2010.

Cullis said the manufacturer is in a position to capitalise on increased sales and visibility, by pushing a more defined brand message to consumers.

Up to the end of November, Hyundai increased UK new vehicle sales by nearly 10% year on year, and has a 3.1% share of the market, according to the Society of Motor Manufacturers and Traders (SMMT).


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer