Communication

mix of Hyundai

Submitted to:-
Dr. Madhvi pandya

Submitted by:-
HIMANSHU SINGH – M5-11
B.SAI KIRAN- M5-31
AUGUSTIN JOSH- M5-02

Hyundai
History
Hyundai (Korean pronunciation) is a group of companies founded in South
Korea. The first Hyundai company was founded in 1947 as a construction
company.
Some of the best-known Hyundai divisions are Hyundai Motor Company, the
world's fourth largest automaker[2] and Hyundai Heavy Industries, the world's
largest shipbuilder.[3] Other companies currently or formerly controlled by
members of Chung's extended family may be loosely referred to as a part of
the Hyundai chaebol.
In 1998 Hyundai bought Kia Motors, another South Korean company.
Hyundai Group underwent a massive restructuring following the 1997 East
Asian financial crisis and the founder's death in 2001. Today many
companies bearing the name Hyundai are not part of or connected to the
Hyundai Group. Some of the larger former members of the conglomerate
include Hyundai Group, Hyundai Kia Automotive Group, Hyundai Department
Store Group, Hyundai Heavy Industries Group, and Hyundai Development
Group. Following the conception, Hyundai Group's business remains
manufacturing of elevators, container shipping services, and tourism.
Chung Ju-Yung founded the Hyundai Engineering and Construction
Company in 1947. Hyundai Motor Company was later established in 1967.
The company’s first model, the Cortina, was released in cooperation with
Ford Motor Company in 1968. When Hyundai wanted to develop their own
car, they hired George Turnbull, the former Managing Director of Austin
Morris at British Leyland. He in turn hired five other top British car engineers.
They were Kenneth Barnett body design, engineers John Simpson and
Edward Chapman, John Crosthwaite as chassis engineer and Peter Slater as
chief development engineer.[7] In 1975, the Pony, the first Korean car, was
released, with styling by Giorgio Giugiaro of Ital Design and power train
technology provided by Japan’s Mitsubishi Motors. Exports began in the
following year to Ecuador and soon thereafter to the Benelux countries. In
1991, the company succeeded in developing its first proprietary gasoline
engine, the four-cylinder Alpha, and transmission, thus paving the way for
technological independence.
In 1983, Hyundai exported the Pony to Canada, but not to the United States
because the Pony didn't pass emissions standards there. Canadian sales
greatly exceeded expectations, and it was at one point the top-selling car on
the Canadian market. The Pony afforded a much higher degree of quality
and refinement in the lowest price auto segment than the Eastern-bloc
imports of the period then available.
In 1986, Hyundai began to sell cars in the United States, and the Excel was
nominated as "Best Product 10" by Fortune magazine, largely because of its
affordability. The company began to produce models with its own technology
in 1988, beginning with the midsize Sonata.
In 1996, Hyundai Motors India Limited was established with a production
plant in Irrungattukotai near Chennai, India.[8]
In 1998, Hyundai began to overhaul its image in an attempt to establish
itself as a world-class brand. Chung Ju Yung transferred leadership of
Hyundai Motor to his son, Chung Mong Koo, in 1999. Hyundai's parent
company, Hyundai Motor Group, invested heavily in the quality, design,
manufacturing, and long-term research of its vehicles. It added a 10-year or
100,000-mile (160,000 km) warranty to cars sold in the United States and
launched an aggressive marketing campaign.
In 2004, Hyundai was ranked second in "initial quality" in a survey/study by
J.D. Power and Associates. Hyundai is now one of the top 100 most valuable
brands worldwide. Since 2002, Hyundai has also been one of the worldwide
official sponsors of the FIFA World Cup.
In 2006, the South Korean government initiated an investigation of Chung
Mong Koo's practices as head of Hyundai, suspecting him of corruption. On
April 28, 2006, Chung was arrested, and charged for embezzlement of 100
billion South Korean won (US$106 million).[10] As a result, Hyundai Vice
Chairman and CEO, Kim Dong-jin, replaced him as head of the company.

Research & Development

Hyundai has 5 R&D centres worldwide. Located in South Korea, California,
United States, Germany, Japan and Hyderabad, India.[11]

Business
In 1998, after a shake-up in the Korean auto industry caused by
overambitious expansion and the Asian financial crisis, Hyundai acquired
rival Kia Motors. In 2000, the company established a strategic alliance with
DaimlerChrysler and severed its partnership with the Hyundai Group. In
2001, the Daimler-Hyundai Truck Corporation was formed. In 2004, however,
DaimlerChrysler divested its interest in the company by selling its 10.5%
stake for $900 million.
Hyundai has invested in manufacturing plants in the North America, China,
Czech Republic, Pakistan, India, and Turkey as well as research and
development centers in Europe, Asia, North America, and the Pacific Rim. In
2004, Hyundai Motor Company had $57.2 billion in sales in South Korea
making it the country’s second largest corporation, or chaebol. Worldwide
sales in 2005 reached 2,533,695 units, an 11 percent increase over the
previous year. Hyundai has set as its 2006 target worldwide sales of 2.7
million units (excluding exports of CKD kits). In 2007 it reached 3,961,629
worldwide vehicle sales—surpassing Fiat, Chrysler, PSA/Peugeot, Nissan, and
Honda.
Hyundai motor vehicles are sold in 193 countries through some 5,000
dealerships and showrooms. After a recent survey of global automotive
sales, Hyundai is now the fourth largest automaker in the world as of 2009.
Hyundai Motor Company’s brand power continues to rise as it was ranked
72nd in the 2007 Best Global Brands by Interbrand and BusinessWeek
survey. brand value estimated at $4.5 billion. Public perception of the
Hyundai brand has been transformed as a result of dramatic improvements
in the quality of Hyundai vehicles.

Hyundai in North America

United States
The Hyundai Genesis, named the 2009 North American Car of the Year.

The 6th Generation Hyundai Sonata will arrive in North America with hybrid
technology using a lithium polymer battery.

The Hyundai Tiburon, also known as the Tuscani in South Korea.

Hyundai Santa Fe was awarded the Top Pick by Consumer Reports in 2008.
The Hyundai Tucson, also known as ix35 in Europe and Brazil from Second
generation.

A Hyundai Universe Space Luxury, the latest modern coach by Hyundai.

Successor to the Hyundai Aero.
Hyundai entered the United States market in 1986 with a single model, the
Hyundai Excel. The Excel was offered in a variety of trims and body styles.
That year, Hyundai set a record of selling the most automobiles in its first
year of business in the United States compared to any other car brand (c.
126,000 vehicles).
Initially well received, the Excel’s faults soon became apparent; cost-cutting
measures caused reliability to suffer. With an increasingly poor reputation
for quality, Hyundai sales plummeted, and many dealerships either earned
their profits on repairs or abandoned the product. At one point, Hyundai
became the butt of many jokes (i.e. Hyundai stands for "Hope you
understand nothing's driveable and inexpensive") and even made David
Letterman's Top Ten Hilarious Mischief Night Pranks To Play In Space: #8 -
Paste a "Hyundai" logo on the main control panel.
In response, Hyundai began investing heavily in the quality, design,
manufacturing, and long-term research of its vehicles. It added a 10-year or
100,000-mile (160,000 km) powertrain warranty (known as the Hyundai
challenge) to its vehicles sold in the United States. By 2004, sales had
dramatically increased, and the reputation of Hyundai cars improved. In
2004, Hyundai tied with Honda for initial brand quality in a survey/study
from J.D. Power and Associates, for having 102 problems per 1000 vehicles.
This made Hyundai second in the industry, only behind Toyota, for initial
vehicle quality. The company continued this tradition by placing third overall
in J.D. Power's 2006 Initial Quality Survey, behind only Porsche and Lexus.
Hyundai continues to invest heavily in its American operations as its cars
grow in popularity. In 1990, Hyundai established the Hyundai Design Center
in Fountain Valley, California. The center moved to a new $30 million facility
in Irvine, California in 2003, and was renamed the Hyundai Kia Motors
Design and Technical Center. Besides the design studio, the facility also
housed Hyundai America Technical Center, Inc. (HATCI, established in 1986),
a subsidiary responsible for all engineering activities in the U.S. for Hyundai.
Hyundai America Technical Center moved to its new 200,000-square-foot
(19,000 m2), $117 million headquarters in Superior Township, Michigan (near
Ann Arbor) in 2005. Later that same year, HATCI announced that it would be
expanding its technical operations in Michigan and hiring 600 additional
engineers and other technical employees over a period of five years. The
center also has employees in California and Alabama.
Hyundai America Technical Center completed construction of its Hyundai/Kia
proving ground in California City, California in 2004. The 4,300-acre (17 km2)
facility is located in the Mojave Desert and features a 6.4-mile (10.3 km) oval
track,[6] a Vehicle Dynamics Area, a vehicle-handling course inside the oval
track, a paved hill road, and several special surface roads. A 30,000-square-
foot (2,800 m2) complex featuring offices and indoor testing areas is located
on the premises as well. The facility was built at a cost of $50 million. An
aerial view can be found here.[15] Hyundai completed an assembly plant just
outside Montgomery, Alabama in 2004, with a grand opening on May 20,
2005, at a cost of $1.1 billion. At full capacity, the plant will employ 2,000
workers. Currently, the plant assembles the Hyundai Sonata and the
Hyundai Santa Fe. It is Hyundai's second attempt at producing cars in North
America since Hyundai Auto Canada Inc.'s plant in Quebec closed in 1993.
In 2003, Consumer Reports, based on complaints about 2002 model new
cars that in general are less than one year usage, ranked Hyundai’s
reliability tied with Honda's; however, J.D. Power and Associates put
Hyundai's 2002 vehicles below the industry average according to its annual
Initial Quality Survey, which looks at problems in the first 90 days of
ownership.
In 2006, J.D. Power and Associates' quality ranking, overall the Hyundai
brand ranked 3rd, just behind Porsche and Lexus, and beating long time rival
Toyota. But Hyundai's ranking fell to twelfth in 2007. However, in 2009,
Hyundai was the Highest Ranked Non-Premium Nameplate in the J.D. Power
and Associates Initial Quality Study.
The brand overall is ranked much higher than the average industry and
resale value continues to improve; a comparable 2003 Hyundai Sonata
sedan ranks just $2200 below a similarly equipped Honda Accord, according
to Kelley Blue Book Pricing 2006.
In the 2007 Strategic Vision Total Quality Awards, Hyundai Motors leads the
most vehicle segments in Strategic Vision’s Total Quality Index, measuring
the ownership experience. They attempt to measure more than just the
number of problems per vehicle. Hyundai tops in Strategic Vision Total
Quality Awards. For the first time ever, Hyundai has risen to share the
position of having the most models leading a segment. three models with
the top Total Quality Index (TQI) score in their segments, including the
Hyundai Azera, Entourage, Santa Fe.
In 2007 at the New York International Auto Show, Hyundai unveiled its V8
rear-drive luxury sedan called the Concept Genesis to be slotted above the
Azera in the Hyundai line-up. This concept made its American debut in mid-
2008. The Genesis reintroduced rear-wheel drive to the Hyundai range
following a long period of only producing front-wheel drive cars.
In 2007 at the Los Angeles International Auto Show, Hyundai unveiled its
second rear-drive concept car, the Concept Genesis Coupe, will be Hyundai’s
first sports car due to make its debut in early 2009.
In 2008, Hyundai Santa Fe and Hyundai Elantra were awarded 2008
Consumer Reports "top picks". The magazine's annual ratings, based on
road tests and predicted safety and reliability are considered highly
influential among consumers. The Hyundai Elantra was Consumer Reports'
top-ranked 2008 vehicle among 19 other compacts and small family cars,
beating out the Honda Civic, Toyota Corolla and Toyota Prius.
In 2008, at the North American International Auto Show, the production
version of the luxury & performance-oriented Hyundai Genesis sedan made
its debut, dealerships will have the Genesis as soon as summer 2008. In
2008, at the New York International Auto Show, Hyundai debuted its
production version of the performance-oriented rear-drive Hyundai Genesis
Coupe, slated to hit dealerships in early 2009.
In 2009 Hyundai announced the five-door hatchback variant of the Elantra
compact sedan will carry the name Elantra Touring when it goes on sale in
the spring as a 2009 model.
In 2009, the Hyundai Genesis luxury sedan was named 2009 North American
Car of the Year, the first for Hyundai. The Genesis has received a number of
well-recognized automobile awards worldwide. It also won the 2009
Canadian Car of the Year after winning its category of Best New Luxury Car
under $50,000. The Hyundai's V8 Tau engine in the Genesis, which develops
375 hp (280 kW) on premium fuel and 368 hp (274 kW) on regular fuel,
received 2009 Ward's 10 Best Engines award.
In 2009, 4 models from Hyundai and two from Kia, earned the Top Safety
Award by IIHS.
In 2009, Hyundai/Kia vehicles were named as “least expensive vehicles to
insure”. Hyundai/Kia vehicles were the least expensive to insure and
occupied the 'top five' least expensive slots, said Insure.com.
In 2009, According to a preliminary report from the Environmental Protection
Agency published in November 2009, which is based on 2009 pre-model
year production projections provided by automakers,[32] Hyundai, at an
average of 23.4 mpg-US (10.1 L/100 km; 28.1 mpg-imp), is the second most fuel-
efficient automaker in America, after Honda's combined U.S. fleet of Honda
and Acura models at an average of 23.6 mpg-US (9.97 L/100 km; 28.3 mpg-imp).
In 2010, According to Consumer Reports reliability survey, Hyundai
(including Kia) ranked 4th best automaker in US. The ratings reflect the
performance, comfort, utility and reliability of more than 280 vehicles that
the magazine recently tested.
In 2010, the Hyundai Equus made its North American debut at the North
American International Auto Show
US sales
Calendar
Sales
Year
244,3
2000
91
346,2
2001
35
375,1
2002
19
400,2
2003
21
418,6
2004
15
455,0
2005
12
455,5
2006
20
467,0
2007
09
401,7
2008
42
435,0
2009
64
Hyundai in Canada
In 1989, Hyundai Auto Canada Inc. opened a stamping and assembly plant in
Bromont, Quebec, employing 800. The plant cost $387.7 million, with
Quebec and Canadian federal government subsidies of $131 million.[39] The
plant was designed to manufacture approximately 2000 Hyundai Sonatas
per week.[39] Subsequently, Chrysler and Hyundai considered a joint venture
that would have Chrysler rebranding the Sonata manufactured at Bromont —
only to later announce the deal had failed.[40] The Bromont plant was
operational for four years before it closed — with Hyundai's sales unable to
support the plant. With boost in Sales in 2009, Hyundai Auto Canada Inc. is
currently planning to build a new plant in Canada and resume production in
Canada.[41] Hyundai subsequently sold the plant,[41] which was eventually
purchased by AAER Inc., a manufacturer of wind turbines based in Quebec.

Hyundai In India
Hyundai's manufacturing plant at Irungattukottai near Sriperumbudur, India.
Hyundai Motor India Limited is currently the second largest carmaker after
Maruti Suzuki and largest auto exporter in India.[42] It is making India the
global manufacturing base for small cars. Hyundai sells several models in
India, the most popular being the Santro Xing, i10 and the i20. Other models
include Getz Prime, Accent, Terracan, Elantra (Discontinued), second
generation Verna, Tucson,Santa Fe and the Sonata Transform. Hyundai has
two manufacturing plants in India located at Sriperumbudur in the Indian
state of Tamil Nadu. Both plants have a combined annual capacity of
600,000 units.In the year 2007 Hyundai opened its R&D facilty in Hyderabad
Andhra pradesh , employing now nearly 450 engineers from different parts
of the country.Basically the Hyundai Motors India Engineering (HMIE) gives
technical & engineering support in Vehicle development and CAD & CAE
support to Hyundai's main R&D center in Namyang Korea. In 2010,Hyundai
started its design activities at Hyderabad R&D Center with Styling,Digital
Design & Skin CAD Teams.

Hyundai in Europe
On November 2008, Hyundai opened its European plant in Nošovice, Czech
Republic, following an investment of over 1 billion euros and over two years
of construction.[43][44] The plant, which mainly manufactures the i30 for the
European market, has an annual capacity of 200,000 cars. The new Hyundai
plant is 90 kilometers north of Kia Motors' Žilina Plant in Slovakia.

Hyundai in Turkey
Since 1990 Hyundai is active on the Turkish market with the Hyundai Assan
Otomotiv joint-venture. In its first time the company was only the local car
dealership. After a success on the market, the company has decided to open
an plant in İzmit. Today it is the fifth largest automaker of the Turkey.

Hyundai in Egypt
Hyundai cars are manufactured in Egypt also, the local manufacturer of
these vehicles is the Ghabbour Group which is located in Cairo. They have a
big model range and offers sports models of some car models which are only
offered on the Egypt market. Formerly, the company had assembled
vehicles from the GM concern.

Hyundai in China
Main article: Beijing Hyundai Motor
A joint venture with Beijing Automotive Group, Beijing Hyundai
manufactures localized versions of most Hyundai vehicles, as well as models
which are exclusive to the Chinese market.
In October 2010, Hyundai signed agreement with Sichuan Nanjun
Automobile on setting up a commercial vehicle joint venture—Sichuan
Hyundai Motor Co., Ltd.[46]

Hyundai in Japan
Despite having growing sales worldwide, Hyundai struggled in Japan, having
sold only 15,000 passenger cars from 2001 to 2009. Following an
announcement on November 2009, Hyundai pulled their passenger car
division out of the Japanese market and focused on their commercial vehicle
division instead.[47]

Electric vehicles
Main articles: Hybrid electric vehicle and Electric vehicle
Since 2004, Hyundai has suppliedabout 3,000 hybrid versions of its Getz and
Accent small cars to government fleets as part of a testing program. The
automaker cites a lack of local tax benefits for purchasing hybrids as a
barrier to its hybrid development program. But Hyundai expects the tax
situation to change in 2009.
The new hybrid electric Sonata made its debut at the Los Angeles
International Auto Show in November 2008. Hyundai expects to release it in
the U.S. market in 2010, featuring lithium-ion battery technology.
Hyundai plan to begin producing hybrid electric vehicles in 2009. The
company is going to use Hybrid Blue Drive, which includes lithium polymer
batteries, as opposed to lithium-ion. The Avante was be the first vehicle to
be produced. Other are the Santa Fe Hybrid, the Elantra, Sonata Hybrid (to
the U.S. market in 2010) and the Hyundai i20, which will replace the Hyundai
Getz.
Hyundai began producing the Elantra LPI Hybrid (or Avante in the local
market) was launched in the South Korean domestic market in July 2009.
The Elantra LPI (Liquefied Petroleum Injected) is the world's first hybrid
electric vehicle to be powered by an internal combustion engine built to run
on liquefied petroleum gas (LPG) as a fuel. The Elantra PLI is a mild
hybridand the first hybrid to adopt advanced lithium polymer (Li–Poly)
batteries.
The Hyundai Blue Will plug-in hybrid has made its U.S. debut at the North
American International Auto Show in Detroit 2010.
In 2010 the company is going to launch the mass-market Hyundai i10 EV.
Includes a LG 16 kW·h lithium-ion battery, for 100 miles (160 km) all electric
range, and a 49 kW·h electric motor.
At the 2010 Geneva Motor Show, Hyundai unveiled the i-flow , a concept car
using a variant of the BLUE-WILL hybrid system. The i-flow Concept uses a
1.7-liter twin-turbo diesel engine along with electric batteries to achieve fuel
economy of 3 litres per 100 kilometres (94 mpg-imp; 78 mpg-US). Hyundai says
a production car based on the i-flow's design will be in production by 2011

Environmental record
On April 23, 2008 Hyundai Motor announced the beginning of a five-year
project to turn 50 km² of infertile land into grassland by 2012. Hyundai is
doing so with the help of the Korean Federation for Environmental Movement
(KFEM). The project, named Hyundai Green Zone, is located 660 km north of
Beijing. The goal of the project is to end the recurring dust storms in Beijing,
block desertification and protect the local ecosystem. Local weeds will be
planted in the region that have the ability to endure sterile alkaline soil. This
is the first environmental project of the company’s social contribution
program.Hyundai also made electric car concept i10 recently.
Hyundai Motor plans to aid Chevron Corporation in the construction of up to
six hydrogen fueling stations that will be located in California, including
locations at the University of California-Davis and the Hyundai America
Technical Center in Chino. Hyundai is going to provide a collection of 32
Tucson fuel cell vehicles, which are powered by UTC Fuel Cell power plants.

Motorsport
Alister McRae driving an Accent WRC at the 2001 Rally Finland.
Hyundai entered motorsport by competing in the F2 class of the World Rally
Championship in 1998 and 1999. In September 1999, Hyundai unveiled the
Accent WRC, a World Rally Car based on the Hyundai Accent. The Hyundai
World Rally Team debuted the car at the 2000 Swedish Rally and achieved
their first top-ten result at that year's Rally Argentina, when Alister McRae
and Kenneth Eriksson finished seventh and eighth, respectively. Eriksson
later drove the car to fifth place in New Zealand and fourth in Australia. In
2001, Hyundai debuted a new evolution of the Accent WRC, which was
intended to improve reliability, but the performance of the car was still not
good enough to challenge the four big teams (Ford World Rally Team,
Mitsubishi, Peugeot and Subaru). However, at the season-ending Rally GB,
the team achieved their best result with McRae finishing fourth and Eriksson
sixth.
For the 2002 season, Hyundai hired the four-time world champion Juha
Kankkunen, along with Freddy Loix and Armin Schwarz. Kankkunen's fifth
place in New Zealand was the team's best result, but they managed to edge
out Škoda and Mitsubishi by one point in the battle for fourth place in the
manufacturers' world championship. In September 2003, after a season
hampered by budget constraints, Hyundai announced withdrawal from the
WRC and planned to return in 2006, this has never happened though.
In 2006, following the announcement that Korea was scheduled to earn a
Formula One Grand Prix race, Hyundai announced that they plan to enter the
sport. Korea Earned The 2010 Korean F1, but Hyundai did not participate in
any ways.

Model lineup
• Pony
• Atos/Atoz/Santro
• Click/Getz/Getz Prime/TB
• Accent
• Verna/Accent
• Sonata/i45
• Stellar
• Elantra/Avante/Lantra
• i10
• i20
• i30/i30cw/Elantra Touring
• Lavita/Matrix
• Santamo (Rebadged Mitsubishi Chariot; originally produced by
Hyundai Precision Industry)
• Grandeur/Azera/XG (Originally a joint project of Hyundai and
Mitsubishi)
 • Genesis
• Equus/Centennial (Originally a joint project of Hyundai and Mitsubishi)
[63]

• Coupé/Tiburon/Tuscani
• Genesis Coupe
• Excel
• Dynasty

SUVs and vans

• Entourage (Similar to the Kia Sedona)
• Galloper (Rebadged Mitsubishi Pajero; originally produced by Hyundai
Precision Industry)
• Grace (1st generation was a rebadged Mitsubishi Delica)
• H-1/H-200/iMax/i800/Libero/Satellite/Starex
• HD1000 (Minibus/Porter)
• Porter (1st generation was a rebadged Mitsubishi Delica)
• Santa Fe
• Starex/Grand Starex/i800/H-1
• Terracan
• Trajet
• Tucson/JM/ix35
• Veracruz/ix55

Commercial vehicles
• Ford D series
• Ford DK series
• Ford R series
• HM 1620 urban bus
• HM 1630 suburban bus
• Hyundai 4.5 to 5-ton truck (Rebadged Mitsubishi Fuso Fighter)
• Hyundai 8 to 25-ton truck (Rebadged Mitsubishi Fuso Super Great)
• Aero (Rebadged Mitsubishi Fuso Aero Bus)
• Aero City
• Aero Town (e-Aero Town)
• Bison & 3ton Truck
 • Chorus
• County (e-County)
• Hyundai DQ-7
• e-Mighty
• Hyundai FB
• HD160
• HD170
• Mega Truck
• New Power Truck
• Nova (made by Ghabbour Group in Egypt[64])
• Mighty (Rebadged Mitsubishi Fuso Canter)
• Mighty II
• Hyundai RB
• Super Truck Medium
• Super Truck
• Trago
• Universe
• O303 Benz Bus

promotion
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These special offers are updated regularly, so check back often, and take
advantage today!
Hyundai’s new commercial promises to give you $1000 more than your
trade-in is worth.
For those who are not immediately saying “wha—?”, let me shed some light
here.
I know of at least 6 different sources that are used by dealers to help
evaluate trade-in values.
None of these are commonly known or readily available to buyers, and it is
impossible to predict which will be used by your dealer.
The only ones we KNOW won’t be used are the trade-in values listed at well-
known car buying sites like Kelley Blue Book (KBB.com) or Edmunds.com.
Additionally, the sources dealers use are only a starting point, with the
variations dependent on ‘what it will take to make your car ready’ for either
an auction or a lot sale. Things like tires and brakes and “wear and tear” will
alter the final number.
Here is the takeaway: For every dollar “over value” they give for your trade,
this is another dollar you must pay for the one you are buying. Of course.
This isn’t trickery, this is just business. If you are able to whittle the deal
down to the bare bones, you are still trading trade money for purchase
money. Otherwise, they would go out of business!
The ‘over-allowance’ is a part of many car deals. It only means that to make
the deal, they had to ’show’ you a higher amount than your trade is actually
worth. They figured out that your hot-button was the trade in amount, so
they had to make a concession there.
This is a routine element of the odd dance between buyers and sellers of
vehicles, and when the deal is closed at the end of the day, this amount is
subtracted from the bottom line.
The best source I have found available to the public for trade evaluation is
http://www.nada.com, so try this and adjust a little for mileage. NADA lists
only by model-year, but is still the most accurate I have found. If your own
mileage is far off the average mileage of 14k a year, just make the
necessary adjustments.
To recap…SELL IT YOURSELF! Make your plan for your next vehicle, sell your
old car, rent a car for two days, get your money, find your car, find your
dealer, work your deal, THEN…go on in and get it.
Hyundai’s Advertising Strategy: Wait for
the Fire Sales

Late last year, Chris Perry, marketing communication director at Hyundai

Motor America, got a call he’d been waiting years to receive. A rep in
Hyundai’s media-buying agency reported that an exclusive multiyear
advertising sponsorship for the Academy Awards broadcast was up for
grabs. Hyundai, which once ran ads reminding consumers its name rhymed
with “Sunday,” was eager to boost its profile among U.S. car buyers, so
Perry and his team leapt into action.
Less than two months before the February broadcast, Hyundai signed a deal
to be the show’s exclusive automotive sponsor for the next three years,
giving the automaker a high-visibility opportunity to build brand awareness
in a hurry. It also provided a terrific platform to introduce consumers to its
innovative Assurance plan, whereby Hyundai promises to buy back cars from
its customers if they lose their job or become unable to work.
It’s an ad deal that wouldn’t have happened in a robust economy. Facing
double-digit sales declines and the possibility of bankruptcy, longtime Oscar
sponsor General Motors pulled out of the broadcast at the last minute,
leaving ABC scrambling for a replacement. Beauty manufacturer L’Oreal also
dropped out this year, and American Express, traditionally one of the biggest
advertisers at the Oscars, purchased only one TV spot, making ABC
increasingly desperate for advertisers, and willing to negotiate prices.
The eight Oscar ads that Hyundai ultimately aired are part of a bold
advertising and marketing initiative that’s helped boost the South Korean
company’s fortunes during one of the worst sales slumps automakers have
ever seen. While Hyundai’s sales through the first seven months of 2009
were down close to 10 percent compared with the same period last year,
that performance bucks the trend of an industrywide decline of 30 percent,
according to Todd Turner, president of Car Concepts, a brand-image and
auto-research consultancy in Thousand Oaks, Calif. And Hyundai is one of
the few car companies that has lured customers away from other brands.
Through August of this year its market share has risen more than a full
percentage point, making the company the seventh-largest seller of cars in
the United States. At a time when General Motors and Chrysler are paring
down to a mere handful of models, Hyundai will introduce three new ones in
2010 and four in 2011, a risky move in today’s economy. To continue to
generate sales for those cars, Hyundai needs to evolve its image beyond the
Assurance plan and keep its brand foremost in the minds of consumers. That
will be no small chore if other automakers start to increase their advertising.
Joel Ewanick, vice president of marketing for Hyundai Motor America, says
Hyundai needs to take the risks associated with going big and bold now
because the recession has presented the company with an unprecedented
opportunity. “The last time a company like Hyundai could build brand and
steal market share was almost 40 years ago,” says Ewanick. “And before
that, you had to go back to 1930, when General Motors stole the leadership
position away from Ford.”
Chris Perry won’t divulge what sort of price reductions Hyundai was able to
negotiate for the Oscars, but Turner from Car Concepts says the company
likely saved somewhere on the order of 30 percent. Rather than spend less,
however, Hyundai decided to buy more. Hyundai ran two ads during the
Super Bowl, sponsored a pre-game kickoff show, and last November signed a
deal with Fox to have its cars featured on the network’s top rated show 24. It
took over that spot from Ford, which, like GM, has scaled back on
advertising.
“Hyundai has been very effective in getting their marketing message out
there,” Turner says. “They’ve given people confidence in the brand and
made it a respectable brand. That’s something they didn’t have before.”
And Hyundai’s advertising moves may pay off for years to come. According
to a McGraw-Hill study of 600 companies from 1980 to 1985, companies that
spend as much or more on advertising during recessions perform better in
the long run than those that don’t.
Hyundai's advertising strategy is based on great messaging: that's one of the main
reasons why it works.

Forget what bargain basement prices they got for their Academy Award ads, the
price they paid is not the main issue, nor should it be critical to their strategy. It's
their messages that rock.

The "Together" ad reiterates basic American values: the immigrant experience,

hard work, earning respect, and giving back and repaying help. Those messages
resonate strongly in up or down times. And they resonate emotionally, which is the
big payoff for the car maker.

Strategy is great, but without consistent, relevant messaging to support it, strategy
is just a word. Hyundai turned that word into action. Bravo. Loraine Antrim, Core
Ideas Communication
The Price Cut
In August 2004, a leading business
newspaper reported that Hyundai
Motors India Limited (HMIL), an Indian
subsidiary of the South Korea- based
Hyundai Motors Company (HMC)3 was
expected to reduce the price of its
flagship car - Santro - by as much as Rs
40,000. Industry experts were
expecting a reduction in Santro's price
in response to the price war being
waged by the market leader in India -
Maruti Udyog Limited (MUL),4 which had
reduced the price of its largest selling
car in the B segment - Alto - by Rs
58,000 in two price cuts starting from
September 2003. This move had
resulted in Alto replacing Santro as the
largest selling car in the B segment in
the period January to June 2004 (Refer
Exhibit I for the market segmentation of
the Indian car industry).

Rebutting the report on price cuts, HMIL's managing director, BVR Subbu
(Subbu) said, "We are not cutting prices on the Santro. We have allowed our
competitors the prerogative of cutting prices."5 Several dealers of HMIL also
felt that the company would not reduce Santro's price as it had not adopted
such tactics earlier.

Analysts attributed HMIL's success to its ability to launch technologically superior

products and its innovative marketing strategies.

However, they expressed concerns that the company relied heavily on Santro and
any fall in demand for that model would hit the company.

It was felt that the introduction of new cars by the competitors and upgrading &
price reduction of existing cars in the B segment would affect Santro's sales.

This would lead to a loss in Santro's market share. (Refer Exhibit III for the
comparison of features of various models in the B segment).
Hyundai's Entry in India
One of the major players that entered the Indian car market was HMC
through its subsidiary HMIL. Before making its move, the company closely
studied the industry for a year. The company's officials talked to vendors,
dealers and customers to get a thorough knowledge of the industry...

Marketing Santro
Santro received an encouraging
feedback from customers who
appreciated its unique design that gave
more headroom and facilitated easy
entry and exit...

Launch of Accent
By mid 1999, the major players realized
that the 'B' segment would be the
fastest growing in the car industry. To
cash in, Telco re-launched its 'Indica' by
introducing several new features and
solving the glitches in the original
model...

Repositioning Santro
By late 2002, the competition in the B segment had increased significantly.
MUL's Alto which was launched in October 2000 had received a good
response. Although HMIL's Santro remained the largest selling car in the B
segment, MUL commanded the largest market share in this segment due to
the combined sale of its three cars - Zen, Wagon R and Alto...

Hyundai embarks on direct mail

initiative to promote new models
In an effort to drive in more
prospective buyers during the
holiday shopping season, the
Korean car manufacturer
Hyundai recently launched a new direct mail initiative, MediaPost reports.

Promotional materials for Hyundai's Genesis, Sonata, Accent, Elantra and Santa Fe
vehicles are being mailed to both existing Hyundai owners and prospective buyers.
The pieces encourage recipients to head to their local Hyundai dealers to learn
more about the various deals car buyers can take advantage of.

Hyundai will be supporting the print initiative through a variety of other marketing
channels. The car company hired YouTube celebrities Jack Conte and Nataly Dawn
to sing holiday songs for the television commercial. Meanwhile, Hyundai also plans
to launch radio and digital ads, as well as social media and email outreach.

Print materials, such as brochures and postcards, are frequently used by auto
dealers to draw in nearby buyers. For example, Scion recently began sending out
flyers to promote the 2011 tC.

Main competitors of Hyundai

1. Ford
2. Gm
3. Toyota