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AdAge names Hyundai as Marketer of the Year

Posted by Hootan Mahallati | November 10, 2009 | In hyundai news

"Now finance or lease any new Hyundai, and if you lose your income in the next year, you can return it with no impact on your credit."

Unless you have not watched any TV this year, you must have heard these now-familiar words in one of those Hyundai commercials promising to take back your new Hyundai should you lose your job. That bold initiative, along with other incentives such as a fuel-price guarantee, was part of the innovative and highly effective Hyundai Assurance program undertaken by Hyundai during the depth of this year's automotive sales crisis.

In concrete terms, Hyundai's timely opportunism yielded it a market share increase from 3.1% to 4.3% during the first 10 months of 2009 against the backdrop of dwindling global sales. To appreciate Hyundai's success even more, consider Hyundai's September year-to-year sales increase of 27%, contrasted with a 22% average industry drive.

Hyundai's achievements of late seem to mirror that of Toyota when it launched Lexus in the US: obsessive attention to quality, an upmarket move with an affordable V8 (the Genesis, the 2009 North American Car of the Year, is what the first V8 Lexus was), emphasis on customer satisfaction, and once firmly in the lead, a move downmarket (Kia is fast becoming what Scion is).

We expect an even more dominant Hyundai/Kia when the market rebounds. Competitors should be worried, very worried.

[Source: AdAge]

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