Hyundai wants to create a more emotional bond with U.S. customers

2012 Hyundai Genesis

Up until recently, Hyundai was known as the brand to go for if you were looking for a practical cheap car to get around in. Well, over the past three to four years, the company has completely revamped its lineup and now offers some interesting vehicles like the Hyundai Genesis, Hyundai Genesis Coupe, Hyundai Sonata, and the new full-size luxury sedan, the Hyundai Equus.

While Hyundai has made leaps to become known as a strong and reliable brand, it is now looking to strike an emotional chord with U.S. buyers who still come to the Korean automakers for price and value.

“We have a lot of work to do to create deeper, richer stories,” said Steve Shannon, the former GM marketing executive who replaced Joel Ewanick (who actually went to GM) as Hyundai Motor America’s vice president of marketing in April.

He said that most consumers still put Hyundai on their list because of its practical attributes, but Hyundai now wants to attract shoppers on a more emotional level.

Shannon said that upcoming marketing and advertising will start to focus on Hyundai’s engineering resume including the new BlueLink infotainment system and the new 5.0L Tau V8 and 8-speed automatic transmission in the 2012 Hyundai Genesis.

We’re excited to see what Shannon comes up with here.

– By: Omar Rana

Source: Automotive News