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
s a company, HMMA continually prides itself on its stewardship to the community. With the annual United Way Drive in full swing, Team Members themselves have the opportunity to join together and make an impact in the River Region. The River Region United Way serves Autauga, Elmore, Lowndes, Macon and Montgomery counties, and provides funding to non-profit organizations like the American Cancer Society, the American Red Cross, Boys & Girls Clubs, the Salvation Army, and many, many more. Team Members donating through HMMA can also choose to donate to United Ways and organizations in Lee, Chilton and Dallas counties. Another organization supported by the River Region United Way is the Children’s Center of Montgomery, a non-profit organization serving Montgomery’s severely disabled and special needs children. Recently, a few HMMA Team Members traveled to the Children’s Center to gain a better understanding of this United Way agency’s mission and how the River Region United Way supports local non-profit organizations. Susan Parris, team member – general assembly, was among those who visited the Children’s Center. “Today we came to the Children’s
Center of Montgomery and we got to see the tooling and adaptive equipment that United Way gives to the center,” Susan said. “Some of these children need this adaptability just to live life.” Last year, HMMA Team Members pledged $53,917 to United Way. This year, the bar is being raised and the goal is set at $78,000! If you would like to donate, you have two ways to do so. First, you have the option to make a cash or check donation to United Way. Second, you may opt to donate through a payroll deduction. Through this method, you may donate a set amount one time, or you may choose to have an amount deducted from each of your paychecks in 2010. To make a contribution, see the United Way Drive captain in your area to get a pledge form. If you don’t know who your captain is, ask your supervisor. the united way drive ends...