Hyundais new advertising approach

Over in the UK site the following has been posted..It might be applied to other parts of the world if it takes off in the UK.


‘A car first, a badge second’ to become new Hyundai end line.

Hyundai’s all-new advertising campaign is all set to cause a stir in the marketplace – to reflect the modern, bold attitude the fast growing company now has.

The new campaign, which will be seen on poster sites, newspaper advertising and on radio from the start of July, challenges popular preconceptions about the Hyundai brand – and challenges people to look beyond the bonnet badge and see how far Hyundai has come.

Jim Campbell, Hyundai Marketing Director, said that Hyundai vehicles boast world class reliability levels and quality, as seen in numerous consumer surveys, as well as outstanding value for money, and modern styling.

He added: “In our new approach we looked to our customers, and saw they are independent thinkers who see beyond badges – people who want quality, style and value for money first. It seemed completely natural to use this in our advertising approach.”

In the last few years Hyundai has introduced the award winning Getz supermini, the stunning Coupe, rugged Terracan and stylish Santa Fe amongst many others.

All Hyundais come with the company’s pioneering five year unlimited mileage fully transferable warranty. And last year Hyundai celebrated its best ever year in the UK, selling 32,238 cars.

There are three new advertising executions of the new advert. They feature the following headlines …

If no one buys one, why have we got the biggest factory in the world?

A fool and his money are soon parted. I ain’t no fool.

There’s nothing more attractive than an intelligent man.

The three ads feature the Getz, Coupe and Santa Fe respectively. Each of the ads are finished with Hyundai’s new advertising end line: “A car first. A badge second.”

The new campaign has been created by London-based VCCP, which has recently been appointed as Hyundai Car (UK) Ltd’s advertising agency. The communication of the brand repositioning was their first task.

Jim added: “This campaign marks the start of an exciting chapter for Hyundai in the UK. The ads show how confident we are in our brand – a confidence reflected in the increasing numbers of people moving over to us.

“We want more and more people to discover Hyundai’s world class quality, outstanding value and driving enjoyment. Through their creativity, we hope VCCP will encourage even more UK motorists to experience Hyundai.”

Added Liz Vasey, Product Planning and Communications Manager: “We really want to challenge people’s perceptions of what they know about Hyundai. This reflects our new attitude – which is confident and bold.”

As well as the high-profile national press and poster campaign, Hyundai will also embark on extensive radio advertising featuring actor Bernard Hill.

There are currently two 30 second radio ads running, titled ‘Badges are for boy scouts’, and ‘A fool and his money are soon parted.’

Liz added: “Hyundai offers substantially better quality and value than many cars with a more established badge. With Hyundai, they get the best of all worlds!”


Interesting, it just might take off.

TS out

i don't like how they copy the look of other cars...like the same exact look...but i guess that started in the early 90's when their..i think...elentra looked like the honda accord

i've never liked hyundia...but my grandma has had about 4 in the past years...i believe their ad campain will entice new buyers and cost conscience people, but most people that know their humble beginnings will forever be doubtful of that brand no matter how much progress they make

True, there are some that no matter what, would never let go of the bad image Hyundai got with the engine problem it had with the Excel (which were made by Mistsubishi, btw) but the same can be said of Toyota when they had the engine slush problem a while back, some refuse to go back to a toyota and some overlooked it and continue to be loyal to the brand. Like the old slogan of Hyundai goes, Driving is believing and its still holds true. At first I was also skeptical and once I got it I was amazed. After the last few years it still holds up and is getting awards left and right. So for those that are just getting to know the brand, I say what we current owners have been saying all alone, for the value, price, warranty, feel and looks nothing beats a Hyundai.. Plus the fact that Hyundai became only the 4th import brand to sell over 400,000 cars/trucks in one year. Who are the other three? Toyota, Honda and Nissan. Not bad for a company that has a image problem from the past. Imagine if more people got over that image problem that no longer exists.

I think my signature says it best.:naughty:

Oh one last thing, I forgot to mention but it seems that the big cheeses are also noticing Hyundai. It seems that DaimlerChrysler AG has just signed a contract with Hyundai Mobis to supply its rolling chassis modules.

Things that make you go hmmm and me smile. Full story here (http://money.excite.com/jsp/nw/nwdt_rt.jsp?section=news&news_id=dji-00099820040803&feed=dji&date=20040803&cat=INDUSTRY).

Go Hyundai

i still prefer my honda...but i believe that given in mabey 10 years after their initial comeback and people see that the car still holds up...then they may continue to increase business...but one problem i heard of is the hard task of transfering the warrenty to the next person if the car is sold to someone b4 itz up

If you wait 10 years the quality will be up and the price will match. Life is a gamble. Get the best deal you can get and do your homework. After all sounds like you and the car got something going on. Come to think of it I got an ex I'll trade you for the car. Any takers.

hyundai is the sleeper.. and the smart companies like dam/chry dropped mitsu... and talking with hyundai...

i think that uk hyundai's new ad campaign will be good for them and its pretty clever

one thing i like about honda is that itz about the only car company that hasn't joined anyone else...

but in hyundias case they probably had to join up...their car division was almost bankrupt...but like always, i'm sure the UK will get the better cars

i believe suzuki, kia, and if they're still there, deawoo will try and follow in their foot steps