Hyundai is to run a pan-European advertising campaign after this summer’s World Cup to establish itself as an upmarket brand, according to the UK-based Marketing magazine.
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The report said the Korean brand marque is hoping the activity, which will be brand- rather than model- based, will help it seize market share from mainstream car manufacturers such as Volkswagen and Toyota.
Last year Hyundai sold just over 36,000 cars in the UK, giving it a 1.47% share of the market; Volkswagen sold 185,000 cars, giving it a 7% share, according to the Society of Motor Traders and Manufacturers.
Hyundai European brand manager Roland Schaaf told Marketing the campaign was also intended to create a more consistent use of the company’s branding across Europe. He is looking to create local advertising guidelines for each territory.
Much of Hyundai’s local advertising to date has been based on specific models, the magazine noted.
