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.