It might have agreed the use of The Velvet Underground's catchy I'm Sticking With You in its advertising, but Hyundai does not appear to be sticking with the agency behind it.
Last week it announced it was reviewing the £15m ad account after ten years with Leagas Delaney.
This is the latest round of reviewing by the Korean car manufacturer's marketing director, Jim Campbell, who joined last year from Rolls Royce.
He moved its below-the-line account to Carlson Marketing Group earlier this year.
Hyundai could be in a lot worse position. With year-on-year sales up 9.53%, it is showing healthy growth compared with some of its rivals.
The car sector as a whole is flat, with year-to-date registrations up only 0.3%. The one segment doing particularly well is supermini. Hyundai's Getz model launched into the segment last year, supported by an integrated campaign entitled 'Peace of Mind'.
While its advertising campaign last year to highlight its mould-breaking five-year warranties across all vehicles was certainly memorable - mostly thanks to the choice of song - it was the kind of ad that was in danger of being remembered for the creative, rather than the marque it was promoting.
The introduction of five-year warranties was radical and should have built brand loyalty, but is there a strong enough proposition beyond the warranty to give car buyers a reason to choose a Hyundai over another marque?
Hyundai is a challenger brand with a reputation for being cheap and reliable.
In the long term it is questionable whether its brand equity is strong enough to elevate it out of the minor league.
We asked WCRS group director Crispin Reed, who has worked on the Honda, Fiat, DaimlerChrysler and Mercedes-Benz accounts, and Charlie Dawson, who led the launch of Daewoo in the UK at DFGW, before becoming a founding partner of The Foundation, which works with Volkswagen, for their thoughts on the brand.
Registrations of new car cars in the UK
2003 2002 % change
Nissan 91,119 88,529 2.9
Honda 74,977 71,265 5.2
Hyundai 27,774 25,358 9.5
Kia 18,374 10,620 73.0
Daewoo 10,694 14,310 -25.3
Source: Society of Motor Manufacturers and Traders, years to end of
On the face of it, all is well in the house of Hyundai UK. While the car market struggles to achieve even 1% year-on-year growth, Hyundai has posted a near double-digit increase.
In recent reliability surveys it has outperformed the likes of Mercedes-Benz, BMW and Volkswagen.
It even beat Lynx to an award for the most imaginative use of pop music in advertising. So there shouldn't be any problems with achieving its stated aim of increasing UK sales by a third in the next three years, even allowing for the fact that this is off a comparatively low base.
But what's behind its success and has it laid sufficiently strong foundations?
One has to question whether ads that previously demanded 'Prepare to want one' has contributed in any way to building brand equity with consumers.
And can owners of Hyundai really feel any emotional attachment to their Getz, Terracan or Trajet?
A clue to its success may lie in the bold move that shook the car market - introducing a five-year warranty. Similar bravery in other areas of its marketing may be just what the doctor ordered.
To Hyundai, the world must seem an ungrateful place. It sells good, honest cars - nine models, all reliable and inexpensive. It has innovated with its five-year warranty and it's had an excellent ad agency for a decade to build the brand.
But to customers it's nowhere. The brand is 'anonymous Asian' - worthy, dependable, but so dull. If there was a dealer next door you might take a look. But you wouldn't go any further if you had alternatives as glamorous as, well, even Ford or Vauxhall.
Hope for Hyundai comes from two sources: Skoda and Daewoo. Both created offers with substance, stuck their necks out and shouted about it. With Skoda, the offer was the cars. These became small Volkswagens. Then it bravely used its awful reputation to get attention and earn respect. With Daewoo, the offer was the service. It created a proposition built on relief from car dealers, and campaigned mercilessly against an industry that couldn't respond.
Hyundai doesn't just need another ad agency.
It needs a meaty proposition and the strength of character to be different.
- Explore the provenance of the brand. There must be something lurking in its DNA.
- Continue to develop innovative after-sales initiatives.
- If possible, change the model names. Trajet is tragic.
- Nurture a relationship with the growing customer base. Recognise that they are brand ambassadors and reward them accordingly.
- If product can't be influenced from the UK, build a proposition on something that people care about: service.
- Build it deep and build it big - it needs to be weighty and it needs to feel important. The five-year warranty is too small and insignificant on its own.
- Make it famous. It will feel very uncomfortable, but that's how you get noticed.