Hyundai stands extremely confident in their all-new 2011 Sonata, but still feels that it could use some support in the U.S. market, and so it is implementing its most expensive launch program ever. $160 million is being spent to launch the vehicle, which is just reaching dealers now.
Compared to the next most expensive campaigns, this one is huge. Hyundai spent $80 million to launch the Genesis, and $120 million in 2006 for the previous-generation Sonata.
Hyundai is also getting ready to role out the 2011 Equus, a full-blown luxury sedan to do head-to-head battle with the likes of the BMW 7-series, Mercedes S-class, and Lexus LS. The Equus will not be an inexpensive vehicle, and is expected by CEO John Krafcik to be a “˜customer-satisfaction halo. Krafcik also mentions that the launch campaign for the Equus will be a very consumer-interactive experiment, and promises a fascinating experience.
Despite an EPA classification as a “˜large car”, Hyundai says that it is one of the lightest vehicles in the segment.
2011 Hyundai Sonata:
– By: Stephen Calogera