A MilesPerHr Recommendation:

If I were holding the reins over at Hyundai Motor Company, here’s the next promotional campaign I would
set in motion:

**extensive layout**

Company Rundown:
Hyundai entered the US market in 1986. The company targets middle class consumers who can’t afford $60,000 luxury vehicles, but still want a quality machine. Hyundai has been pulling customers from BMW, Mercedes, Audi, and Lexus who care more about the features than the brand. Hyundai offers well-equipped compact, mid-sized, and large sedans as well as sportier coupes and SUV’s. The company’s best-selling vehicle is the Genesis.

Business Challenge:
Convince potential US customers in the luxury car market of buying a Hyundai vehicle instead of an overpriced one from the rival luxury manufacturers. Hyundai is in the process of reinventing itself as a quality, luxury car maker at a much lower price point. The company needs to convince consumers that Hyundai isn’t the impersonating, knock-off automaker that its 1990’s reputation suggested.

Target Audience:
US Customers between the ages of 35 and 45. These customers expect to spend 50-60 thousand dollars on a vehicle loaded with modern conveniences and luxury, but acknowledge how large of an expense that is. Most are looking for a mid or large sized sedan. They do not need a flashy, exclusive vehicle, but they want a quality, comfortable vehicle from a brand with a good reputation that receives positive customer reviews. They have saved enough money to afford a long-term vehicle, and do not want to be driving a chintzy car. These buyers are middle to upper-middle class; not very high society, though college educated, and open to new options at a good deal. They aren’t bargain hunters, but can’t afford to waste money on purchases. They are couples with children who are not in college yet. Most of their media consumption comes from the internet and television.

Campaign Name and Description:
“May the Best Brand Win”. Through a combination of social media marketing, traditional TV, billboard, and print ads Hyundai will directly compare its vehicle models against its luxury brand rivals: Cadillac, BMW, Lexus, Mercedes, and Audi. This will be a transparent campaign designed to show the facts about Hyundai’s vehicles and establish a new brand reputation as a quality, luxury manufacturer that makes vehicles at a reasonable price. Hyundai will accomplish this new reputation by bringing its vehicles to customers in major US cities, specifically the financial districts. It will let customers test drive and directly compare the best Hyundai and its rivals have to offer and see if they can tell the difference in quality. Hyundai will note the huge price disparities between its vehicles and its rivals, but the comparable luxury and quality will be the cars’ main selling point. Hyundai will build excitement for the country-wide test drive through careful, professional use of social media marketing and traditional advertising methods.

Campaign Goals:
Hyundai’s campaign goal is to replace its old, 2nd-rate manufacturer reputation with a new one focused on quality, refined vehicles at a reasonable price. The company wants to build brand awareness and bring new customers in its target audience. Hyundai wants target consumers to consider Hyundai a luxury brand competitor and a successful company with a growing future in the US market. Most importantly, Hyundai wants to surprise customers, pull sales from its rivals, and create brand ambassadors. A 10% increase in brand awareness along with a 7% increase in dealer visits over the next fiscal year. Hyundai would like to increase its US sales by 5% in the 2011 model year. Hyundai wants its Genesis and Equus sedan sales to improve by 5% each.

Press Release:


Hyundai Lets Consumers Decide Which Luxury Automaker Has the “Goods” At Select US Cities

FOUNTAIN VALLEY, CA (January 17th, 2011) – Hyundai Motor Company is bringing its 2011 Genesis and Equus sedans to select US cities during the months of February, March and April (2011) in a direct comparison with rival luxury automakers. Citizens of Los Angeles, Seattle, Denver, Chicago, Houston, Atlanta, Pittsburg, Boston, and New York get a chance to compare the best Mercedes-Benz, BMW, Lexus, Cadillac and Audi have to offer against Hyundai’s premium vehicles, receive a $500 thank-you, get a feature in the New York Times, and discover which automakers really provide luxury, quality, and value.

“It’s time the world’s “best” luxury brands back-up their over-priced models and let the consumers decide what defines quality and comfort in the modern automotive market,” says Paul Whitworth, Director of Strategic Planning and Brand Development, Hyundai Motor America. “Enough hiding behind ‘heritage’ promotions and unfounded statistics; let the build quality, vehicles’ design, and price points stand for themselves. Hyundai has come a long way from its humble compact car origins, and we can promise you’ll be pleasantly surprised by the finished product.”

Hyundai is confident its award-winning sedans can directly compete with “premium” luxury brands, so we’re letting unbiased Americans be the judges. Those who register for Hyundai’s “May the Best Brand Win” challenge before January 20th may be selected to earn $500 for his or her time test-driving 2011 versions of the Lexus GS, Mercedes-Benz E-350, BMW 535i, Audi A6, Cadillac CTS, Hyundai Genesis, and Hyundai Equus. Depending on the city, chosen registrants will spend a day during February, March, or April comparing luxury vehicles and voting for the best vehicle based on: performance, quality, value, styling, and comfort. After the reviews, participants will be given the opportunity to participate in a New York Times report of the event. Results will be reported in June. Participants’ personal information will not be disclosed to third parties.

Hyundai Motor Company, part of the Hyundai Kia Automotive Group, is the world’s 4th largest automotive manufacturer. Hyundai offers affordable, quality sedans, compact vehicles, and sport-utility vehicles in 193 countries through some 6,000 dealerships and showrooms internationally. In recent consumer reports, Hyundai was ranked the number 4 automaker for overall performance, comfort, utility and reliability. In 2009, Hyundai sold over 435,000 vehicles in the U.S. alone. To learn more about Hyundai’s models, dealer locations, and company information, please visit http://www.hyundaiusa.com/

Search Engine Marketing Terms:

5 One-word Terms

• Hyundai
• Genesis
• Mercedes-Benz Competition
• BMW Rivals
• Lexus Competitors

5 Two-three Word Terms

• Hyundai National Challenge
• Luxury Vehicles
• Hyundai Motor Company
• Best Luxury Cars
• Safe Luxury Vehicles

5 Four-five Word Terms

• May the Best Brand Win
• Hyundai vs. German Automakers
• Best New Car Companies
• Top-rated Luxury Car Companies
• Affordable New Luxury Vehicles

** If you made the big decisions at Hyundai, what would you recommend? **