Background Details
The Hyundai Motor Company Australia (HMCA) has been distributing cars in Australia for over twenty years. During this time the image of Hyundai cars has matured from the perception of low-priced light and small cars to that of quality, variety and individuality throughout an expanding range of small, passenger, off road and light commercial vehicles. Hyundai still maintain a value for money approach.
Each model of car HMCA promote has its own unique branding. This is to create differentiation and to be attractive to the target audience. HMCA runs concurrent marketing campaigns for all of their vehicles but all of these are united with the companies overall brand signature “Hyundai. Drive your way.”
In February 2008 HMCA released a new range of light commercial vans into the market with the iLoad and the iMax vehicles. Both vehicles are based on the same chassis; the iLoad is available in two or four seat versions and is designed to carry cargo with generous space at the rear. The iMax is designed as a people mover with eight seats and an emphasis on style and elegance with quality finishings throughout. This is the first time HMCA has ventured into the light commercial market and as the Hyundai brand is not recognised in this sector there were new considerations and challenges in creating the marketing campaign. Hyundai had to reach consumers they had not previously communicated with by building and strengthening relationships within the business and fleet markets.
Current Marketing Program
Company
Hyundai’s current marketing campaigns revolve around six main objectives:
• Quality: Since1999 Hyundai revamped their designs and worked on problem areas as a commitment to quality. Independent quality surve ...