Hyundai readies 'modern premium' brand strategy

Under new global head of marketing Won-hong Cho, the Korean car manufacturer will unveil a new "modern premium" brand positioning – a promise to offer high-quality, yet affordable cars – at next month’s Detroit Motor Show.

The strategy, including a new global strapline, will enjoy its European launch at the Geneva Motor Show in March.

According to Andrew Cullis, marketing director at Hyundai Motor UK, the marque will promote its new position with a brand campaign in the first quarter of 2011.

Cullis said: "Everything will be going back to the brand in our advertising. Lately we’ve promoted deals like the five-year warranty and models like the i10, but we’re going to place the emphasis back on to the brand."

Hyundai saw a significant rise in its UK market share as a result of last year’s government-funded scrappage incentive scheme, and its share of the market has continued to grow in 2010.

Cullis said the manufacturer is in a position to capitalise on increased sales and visibility, by pushing a more defined brand message to consumers.

Up to the end of November, Hyundai increased UK new vehicle sales by nearly 10% year on year, and has a 3.1% share of the market, according to the Society of Motor Manufacturers and Traders (SMMT).

This article was first published on marketingmagazine.co.uk