Hyundai Named Marketer of the Year By Ad Age

Advertising Age is THE news journal for the advertising industry.
In a readers poll they put out Hyundai beat out the likes of Walmart, McDonalds, Amazon and Apple and was named "Marketer of the Year"

Key moments where Hyundai shined in 2009.
- Super Bowl commercials with the bosses of other automakers in an uproar over the Genesis sedan winning North American Car of the Year.
- The gutsy Hyundai Assurance program that allows you to return a car if you lose your job really spoke to the cautious consumer and got other automakers scrambling to offer something similar.
- The Gas Lock programs that coincided with Cash for Clunkers.
- Taking over TV spots that GM dropped out of in the Oscars telecast.
- Putting the Genesis in the TV show '24'
- Most recently, the launch of the Hyundai Momentum campaign which invites people to go check out a site that shows all the great reviews Hyundai cars have been getting. Sure most of the articles are about the Genesis sedan and coupe, but I think Hyundai is betting most people won't be analyzing the site that carefully to notice. It is a more effective ploy than Chevy's "May the Best Car Win" I think.

Hyundai's market share is up during the first ten months of 2009 from 3.1% to 4.3% and in September, when the rest of the industry experienced a 22% sales drop, Hyundai's sales went up 27%.

At the end of 2008, they were suffering just like every automaker and a little frustrated at the effectiveness of their 2008 marketing, but in 2009, they came out swinging. The variety of marketing attacks Hyundai and its ad firm attempted definitely reflects a company that is hungry to succeed and more willing to do bold things to succeed.

Update On Recall and New Sonata Unveiled

I brought my car in. The recall issue was fixed for free. I also got my !5,000 mile scheduled maintenance taken care of, as well as rotating the tires. Got it all done in one day. $299 out of my pocket was the only negative of the experience.

Finally seeing commercials for the Elantra Touring in the U.S. Very soft sell. Has a young couple filling up their car for a trip. Basically saying it offers a lot of space. Not a very memorable spot.

The Canadian commercial seems to have attracted more attention because of the attractive mom in the spot. Not much more effective in touting its many features, but at least it has gotten more people talking.



While looking for the new U.S. commercial for Elantra (no luck) I stumbled upon some Korean commercials for the 2011 Sonata. They really went all out with the design. Those who like the mild mannered handsomeness of the current Sonata might get turned off by the deeply etched character lines and toothy grin of the expansive grill. I see cues drawn from Mercedes and Lincoln. With the sleek shape, I can't see it as being as roomy or practical as the current model, but I think the aim was to one up the sporty Mazda 6 and Altima, not to make another Camry. It does this in spades.

Hello! Motor Vehicle Recall

Odometer: 15031 miles
MPG: 25.9

Just got a serious looking notice from Hyundai in the mail.

There is a stop lamp switch that may malfunction, which may cause the brake light to not come on when braking or stay on after taking your foot off the pedal. On the most serious side of this defect is that it is possible that the cruise control may not deactivate when the brake pedal is depressed, which can lead to an accident.

Otherwise the car has been functioning with no problems.

Rattling Sound Solved on My Elantra

Odometer: 12,818
MPG: 25.4
The rattling sound in the back of my car was getting slightly worse. It would even rattle when the car was vibrating from idling. But I took it in on Wednesday. They determined it was the trunk torsion bar was loose. They put it back into the holder and problem was solved. Glad they didn't have to take apart anything major. I also got a free multi point inspection and an oil change. The oil change was the only thing I had to pay for, since the rattling issue is considered under warranty and I had a coupon for the inspection.

Also earlier this week, the land lord came and removed the bird's nest and put netting over the pipe. Hopefully that keeps them from pooping on my car. Though I hope he did kill any of the birds. They're really cute.

For your viewing pleasure below: The Hyundai Genesis as imagined by fashion house Prada. White interior is sweet and the paint is definitely unusual.

Annoying Problems with My Elantra

How can such a tiny bird make such big droppings

Odometer: 12,233
MPG: 25.6

Looks like there is a something loose in the moonroof assembly. I hear a rattling like there is a heavy stoneware plate clunking around up there when I go over rough asphalt. I got the moon roof aftermarket, but the dealer said they would warranty it as if it was part of the car. So I got to get that checked out soon along with the sticking turn signal control and brake light recall issue.

Another problem has nothing to do with the car, but rather with where it is parked. A couple of little birds have set up a nest on a pipe on the far side of the carport at my apartment. One of the birds has chosen to sleep/perch regular;y on the pipe right over the driver side window of my car. After a several days of accumulating poop on my car, I saw the bird with my own eyes sleeping on the pipe while I was taking out the garbage. Amusingly cute, if wasn't making such as mess.

New Elantra Touring Commercial --- from Canada

Odometer: 11,178 miles
MPG: 26

Need to wax the car. Haven't done it since I've owned it.
Here is the first North American commercial for the new Elantra Touring.
No commercials here in the US except those for Hyundai Advantage program. Wondering if they are doing promos anywhere else... like magazines.

Edmund's review here

Comparo: 2009 Hyundai Elantra vs. 2009 Kia Spectra

This was an interesting idea for a comparo since they are from the same company, use the same engine, and occupy the same segment.

But The Truth About Cars is the wrong site to write a review comparing two practical compact sedans. The writer makes a few keen observations and valid opinions, but for the most part this is a bash piece. This is like the bullies on the football team kidnapping the captain of the debating team and the president of the math club and making them fight each other in mock gladitorial combat for the bullies own entertainment.

While there is a place for their type of self-described "no-holds-barred, take-no-prisoners automotive reviews", these guys should stick with reviewing cars that stoke their "automotive passion" instead of reviewing cars that obviously invoke the uglier side of that passion -- hatin' on, derision, and snobbery.

I was going to go into more details, but just don't think it is worth the time or effort. You can read the article yourself here. Not saying it isn't journalism or that I hate the site, but in the hands of someone else it could have been a better article.

Elantra Touring In Showrooms / Consumer Reports Still Hearts the Elantra

Odometer: 10970
MPG: 25.1

Took a look a Craig's List to see if the Elantra Touring has it the Bay Area yet. Saw one going for around 16,900 (lower than the $18495 published price, pic is from the actual ad. ) And they seem pretty desperate to make a sale. Had me wondering [not seriously :) ] how much I could get if I sold the sedan. With the low mileage and the added sun-roof my 2007 SE should attract a higher figure than the $12,500 and $13,000 I saw on GLS's with over 35,000 miles.

The Elantra was Consumer Reports Top Pick for Small Car for the second year in a row. Again value, safety features and reliability, not sexiness gave it the victory.
U.S. News & World Report, which gathers multiple reviews from the car press to create its ratings, still ranks the Elantra #5 out of 35 under affordable small cars.
And perhaps the generally warm reception of the press to Hyundai's Genesis sedan and coupe will boost its brand image in the coming months. Though Honda and Toyota have no competition really when it comes to the brand perception.

It's "Hyundai" Like "Sunday"

It's "Hyundai" --- like "Sunday", bub. That's how the new 2009 Super Bowl Sunday ad (the one with the car maker CEOs yelling) for the Hyundai Genesis presents the brand. More than a touch of smart-mouth bravado there delivered by Jeff Bridges. I like it. It takes what Americans may see as a foreign hard to pronounce name and saying it ain't really hard to pronounce at all. It should roll off your tongue like the most easy-going day of the week. (View it here...it's the second video down)

The rest of the ad reminds me of the old "Sylvania Beat Sony Again" TV spots, but on steroids.

I didn't know that the Genesis won the "North American Car of the Year" Award until seeing this commercial. I didn't know what the hell was a "North American Car of the Year" Award until visiting this site. Its not one of those given out by magazines. It only takes into consideration new models and those models with substantial changes in 2009. The commercial pokes fun at BMW and Lexus, but Lexus didn't even have a model that qualified for the award this year and BMW only had the 1 series in the running. Still it beat the new Audi A4 and Cadillac CTS

Is this impressive? Of course. This is the first time a Korean car has won this award. Maybe it's not as ground breaking as a black man becoming our president, but it still ground breaking.

10,000 miles on the old Elantra

Odometer: 10045 mile
MPG: 28.6

I have reached the 10,000 mile milestone.
Took about 15 months. I am usually 90% street vs 10% highway driving. My work commute is hella short and sometimes I take my bike instead, so that's why I am not the average 10k a year driver. The MPG figure above is higher than my avg because of extra freeway driving I did over the holidays.

So what has been going on?
1. Right front mudguard got knocked crooked --probably during a storm.
2. I found some scratches on the right side rear door, not sure where they came from
3. Haven't washed it in a while...just let the rain do it. Though I think I better wax it soon to help the clearcoat last longer.
4. This is not a new issue, but at certain gas stations, the pumps won't stay "auto-on". It stops pumping as soon as I can my hand off of it. I need really hold it in there. I've had problems like this on a rented Mustang, but none of my older cars. I wonder if newer cars are using a cheaper pump interface than older cars.
5. The interior: I expected to be dirtier and more scratched at this age, because the material shows dirt easily, but it isn't too bad.
6. I seem to get a lot of condensation after using the air conditioning to defog my front windshield. I don't know if it is coming from the AC or humid air (it was raining) is coming from outside.

Otherwise the car is about the same as it was at 5000 miles. And I hope it stays that way for a long, long time.