Hyundai in £10m 'quality' drive to shed budget tag

by Ben Bold, Marketing 05-Jan-05

Hyundai is attempting to leave behind its reputation as a budget car brand with a £10m promotional drive highlighting the quality of its vehicles.

Marketing director Jim Campbell said the company was often 'overlooked' by car buyers, and that the integrated activity was part of a campaign 'to make sure Hyundai communicates with more people in the UK'.

The first phase of the £10m drive is a series of TV ads that began airing at the end of December. Created by recently hired agency Vallance Carruthers Coleman Priest, they feature the strapline 'A car first, a badge second'.

The TV work is a combination of brand and tactical advertising. Some ads promote Hyundai models, including its 4x4 Tucson, while others will feature services such as its five-year warranty deal.

The ads will have an interactive element, marking Hyundai's first use of iTV.

Press, poster and online advertising will support the television activity, and direct agency Carlson is developing a mailshot to target both existing and prospective customers.

Hyundai's share of the UK car market - currently 1.5% - is growing steadily, according to the Society of Motor Manufacturers and Traders. In the year to the end of November, it sold 34,508 cars, an increase of 15% year on year.

Globally, the company ranks seventh in the car market, having recently overtaken Honda.

Campbell claimed that Hyundai's product quality is 'up there with Honda and just behind Toyota'.