Hyundai has just unveiled the guidelines of its new global branding strategy called "modern premium," which will firmly position the Korean automaker as one of the most prestigious car nameplates in the world. The plan will focus on quality customer service, innovative marketing tools as well as vehicles with a more upscale look and feel.
The introduction of the all-new Genesis and completely-redesigned Tucson and Sonata shows that Hyundai is capable of offering higher-end products with genuine value. The ever-rising sales and recent strides in technology and build quality have the media unanimously praising the company for its remarkable progress in North America.
Hyundai is now one of the top brands in the auto industry, ranking 7th in the 2010 Initial Quality Survey (IQS) by J.D. Power & Associates – ahead of such luxury brands as Infiniti, Audi and Lincoln.
Unfortunately, all these achievements still can't change the negative perception that some consumers have of Hyundai and its products. The company used to be largely known as an economy brand that sold under-priced knock-offs.
"Our product is much better than our reputation and people are beginning to realize the real value of a Hyundai," claims Oh Suk-Geun, head of the design team in charge of the new Sonata – arguably the best symbolization of the "modern premium" direction.
Major investments by Hyundai to improve its models and push its image upmarket will affect buyers. ''Obviously, we will command higher prices,'' says Cho Won Hong, Hyundai's new global marketing chief. ''If we manage to provide premium brand value and consumers recognize it, that means it's time to move to premium prices''.
Additional details about the branding strategy as well as future improvements to Hyundai vehicles, dealers and customer service will be announced in early 2011. Also, a new slogan will be officially revealed at the North American International Auto Show (NAIAS) in Detroit.
Source: Automotive News
The introduction of the all-new Genesis and completely-redesigned Tucson and Sonata shows that Hyundai is capable of offering higher-end products with genuine value. The ever-rising sales and recent strides in technology and build quality have the media unanimously praising the company for its remarkable progress in North America.
Hyundai is now one of the top brands in the auto industry, ranking 7th in the 2010 Initial Quality Survey (IQS) by J.D. Power & Associates – ahead of such luxury brands as Infiniti, Audi and Lincoln.
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| Photo: Matthieu Lambert/Auto123.com |
Unfortunately, all these achievements still can't change the negative perception that some consumers have of Hyundai and its products. The company used to be largely known as an economy brand that sold under-priced knock-offs.
"Our product is much better than our reputation and people are beginning to realize the real value of a Hyundai," claims Oh Suk-Geun, head of the design team in charge of the new Sonata – arguably the best symbolization of the "modern premium" direction.
Major investments by Hyundai to improve its models and push its image upmarket will affect buyers. ''Obviously, we will command higher prices,'' says Cho Won Hong, Hyundai's new global marketing chief. ''If we manage to provide premium brand value and consumers recognize it, that means it's time to move to premium prices''.
Additional details about the branding strategy as well as future improvements to Hyundai vehicles, dealers and customer service will be announced in early 2011. Also, a new slogan will be officially revealed at the North American International Auto Show (NAIAS) in Detroit.
Source: Automotive News