Hyundai Project
insights
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yundai’s aggressive marketing strategies have helped Hyundai score the biggest market share gain of any automaker this year, and Hyundai Motor America (HMA) has vowed to continue with its advertising push. HMA’s marketing budget for the year 2010 is estimated to be between $500 million and $550 million. Hyundai is set to spend half of that budget promoting two redesigned vehicles: the mid-sized Sonata sedan and the small Tucson crossover. Both go on sale in the first quarter. Hyundai Motor America also plans to spend more advertising dollars on the release of the 2011 Sonata than it has on any vehicle launch in its history, according to Joel Ewanick, vice president of marketing at HMA. He said Hyundai will spend about twice what it did to launch the Genesis luxury sedan in the summer of 2008, which sources say was about $80 million. “We’re going to make a significant push in the mid-sized segment with the Sonata,” Ewanick said. “This is a great opportunity for us to solidify our market share.” Hyundai sales were up 1 percent through September in an overall market down 27 percent. The brand’s 4.4 percent share is up from 3.1 percent in the same period in 2008. Most of the money will go for network broadcast and network cable TV, heavily slanted toward major sporting
October 30, 2009
© HMMA 2009
hyundai motor america plans to spend big to promote the new sonata
Advertising for the redesigned Sonata (Korean model, above) and Tucson (Korean model, below) will represent half of Hyundai Motor America’s 2010 marketing budget. The official looks of these vehicles for the American market will be released in the coming months.
events such as the Super Bowl. The brand also will continue sponsorship of the Academy Awards, which it took over from General Motors in 2009. HMA has not announced a sales goal for the new Sonata. Through September, the Sonata has been Hyundai’s volume leader with sales of 93,575.
hmma 2009 united way drive underway
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yundai’s aggressive marketing strategies have helped Hyundai score the biggest market share gain of any automaker this year, and Hyundai Motor America (HMA) has vowed to continue with its advertising push. HMA’s marketing budget for the year 2010 is estimated to be between $500 million and $550 million. Hyundai is set to spend half of that budget promoting two redesigned vehicles: the mid-sized Sonata sedan and the small Tucson crossover. Both go on sale in the first quarter. Hyundai Motor America also plans to spend more advertising dollars on the release of the 2011 Sonata than it has on any vehicle launch in its history, according to Joel Ewanick, vice president of marketing at HMA. He said Hyundai will spend about twice what it did to launch the Genesis luxury sedan in the summer of 2008, which sources say was about $80 million. “We’re going to make a significant push in the mid-sized segment with the Sonata,” Ewanick said. “This is a great opportunity for us to solidify our market share.” Hyundai sales were up 1 percent through September in an overall market down 27 percent. The brand’s 4.4 percent share is up from 3.1 percent in the same period in 2008. Most of the money will go for network broadcast and network cable TV, heavily slanted toward major sporting
October 30, 2009
© HMMA 2009
hyundai motor america plans to spend big to promote the new sonata
Advertising for the redesigned Sonata (Korean model, above) and Tucson (Korean model, below) will represent half of Hyundai Motor America’s 2010 marketing budget. The official looks of these vehicles for the American market will be released in the coming months.
events such as the Super Bowl. The brand also will continue sponsorship of the Academy Awards, which it took over from General Motors in 2009. HMA has not announced a sales goal for the new Sonata. Through September, the Sonata has been Hyundai’s volume leader with sales of 93,575.
hmma 2009 united way drive underway
A