Hyundai has seen tremendous successes despite the dearth of the new car sales. One of the ways that Hyundai has bolstered its market share is through the introduction of new models that have excited consumers, and have also excited car buyers that have never considered this brand in the past.
Another way Hyundai differentiated itself is through the advertising and marketing initiatives. For these efforts, AdAge has recognized Hyundai as the 2009 Marketer of the Year.
One of the most dramatic ads to come from Hyundai is the Super Bowl ad touting Hyundai’s unique incentives that allow consumers to return their Hyundai with no questions asked should they become unable to make the payments. The ads were not only high-profile thanks to their placement and frequency but one Birmingham used car dealer says they were successful because they also conveyed a message that was in stark contrast to that of Hyundai’s competitors.
As already mentioned, bringing new consumers to the Hyundai brand was also a challenge. The Korean automaker had long been known for small economy cars, but with the launch of the luxurious Genesis sedan and the sporty Genesis coupe, AdAge felt that Hyundai’s advertising has successfully bolstered the brand’s image. Many of Hyundai Stevens Point’s customers also felt that existing Hyundai customers were not alienated by recent advertising despite the aggressive push towards new messaging and products. Regardless, corporate adverting has paid off for Hyundai Waterford and others thanks to their Other Hyundai ads included those promoting yet another distinctive incentive – a fixed gas rate of $1.49 per gallon for one year.
Combining ads that generate an awareness of new products with those that generate an interest in bold new incentives has helped Hyundai dramatically grow its market share in the U.S., and appears that this trend will likely continue. (more…)
