Hyundai wants a more emotional bond with U.S. buyers

WW II

Sorry but until Korean stop copying most of their or cut paste design from other automakers I will NEVER buy their product. I know all auto company copy each other but they add many of the design cute of their own differentiate themselves from the pack.

They are still learning what it takes. They are where Lexus was 10 years ago.

Agreed... Agent 009 is right. Hyundai is possibly where Lexus was 10 years ago... though we should keep in mind that 10 years ago Lexus was a very strong and fast growing brand; even growing faster then, than it is today.

Take a look at the 2001 Lexus line-up... pretty respectable and honestly, the Hyundai line-up today is looking better and better with the launch of every new model. I'm excited for the Korean brand, them and their subsidiary, KIA. Hyundai & Kia are doing a much better job than FoMoCo's yesteryear Ford/Mercury rebadging program.

What gets me though, is when I am here (on AutoSpies) and people compare Hyundai to Lexus or other premium brands. Yes, one or two models might be geared for doing battle with the giants... but stop and smell the roses for a quick minute and realize that the True giants (in the US) Toyota & Honda are hating, rather losing crazy market share to their once frumpy Korean competitor. Probably because they offer a line that speaks to all people... Toyota used to do this in the 70s, 80s, even early 90s before they became a yawn factory. Oh well, survival of the fittest, I suppose.

How about building emotional cars like Lexus does?

how to connect with your customers in a quick time

- quirky design ..but that's very one generational ...ie Scion
- rock solid reliability - word gets around fast in the blogsphere , but this still takes 3-5 years or even longer to establish.
- class leading features (luxury and/or performance) - again it'll take a minimum 1-2 years and glowing reviews.

once you get people who love your cars and you maintain it from 1-3 generations, people will get attached to the brand and what it stands for. Staying consistent with this message and not cutting back from it (ie Toyota or even something like the Civic) will earn you a loyal following.


This takes money which would definitely change the price point for their market.

Emotional bonds are overrated! Saturn enjoyed a tremendous brand loyalty from their customers and look where they are now. As long as Hyundai keeps selling creatively styled, reasonably dependable vehicles at costs that undercut the competition, people will continue to buy their cars.

Greaaaaaaat...new marketing directors. They are always fun to work with. Huge ideas that run out of control and with no direction, just so they can cement their place in the company or make a name for themselves and move to a different company.

Honestly marking directors are like one night stands. They are short lived, you dont know whats going on half the time and by the next morning you have forgetten her name.

Hyundai, just keep doing what your doing. Your current marketing strategy is amply agressive (those commercials where you have people drive the different cars around an autox track, work well) and as long as your product continues in the direction it is heading time will ensure your brand name will rank with the other primere brands.

Pay my rent.

This car is fantastic, there is nothing wrong with it. Never forget where your brand Lexus came from ,there is nothing original from Lexus, copied the S-class easily enough with the LS.
Good job!! Hyundai, just keep doing what your doing.

"Sorry but until Korean stop copying most of their or cut paste design from other automakers I will NEVER buy their product. I know all auto company copy each other but they add many of the design cute of their own differentiate themselves from the pack."

That's a lie. So you saying the Outlander and Lancer look nothing like a Lexus IS? Also when lets not talk about Hyundai being ashamed of the badges when GM is too ashamed of Daewoo. I'm jtz have a nice day!!!