저작권자 © Korea IT Times 무단전재 및 재배포 금지
SEOUL, KOREA — South Korea’s largest automaker, Hyundai Motor Company, launched a new brand campaign called “Live brilliant” in order to become the most beloved auto company in the world. Since the chairman of Hyundai Motor Group, Chung Mong-koo, took over Hyundai in 1999, he has emphasized the importance of quality and performance as parts of efforts to increase credibility of the products. By doing that, customers have loved Hyundai vehicles and the company has become one of the biggest automakers in the world. Today, people perceive Hyundai as an automaker which offers great value for money. At this point of time, the Korean automaker launched its new brand campaign at the 2011 North American International Auto Show in January last year called “Live Brilliant.” Hyundai announced the details of its new brand campaign, including its new brand direction ‘Modern Premium’ (provides more customers with experiences and values beyond their expectations in Hyundai’s innovative ways) and its accompanying slogan ‘New Thinking, New Possibilities’ (New thinking creates new values), on April 10. So far, Hyundai has had weakness on appealing to customers because it has neglected the management of communication with them even though it has made good cars. According to Hyundai’s efforts to analyze customers’ lifestyle and what they want, it is expected to be one of the greatest premium brand automobile company. Some people, however, are concerned about expectation of an increase of price by promotion in brand status. An executive director of Hyundai said that it is going to be determined by expectation of market and customers on their vehicles because the price is basically an evaluation of market on the value of products. If Hyundai keeps its current strength of value for money and gets closer to customers through new brand campaign strategy, it would be sure people purchase more Hyundai vehicles and it is going to be the best automaker in the world.