Hyundai-Kia Automotive Group has announced a new global brand management strategy, in which Hyundai and Kia will pursue differentiated brand images as a means of boosting the group’s overall market share and increasing the value of the two brands.
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Hyundai and Kia will be promoted under separate brand slogans. The Hyundai slogan, “Drive your way”, is intended to communicate the company’s ‘refined and confident’ brand attributes, while the slogan “The Power to Surprise” is aimed at embodying the ‘exciting and enabling’ values of the Kia brand, the company said in a statement.
Hyundai-Kia Automotive group chairman, Mong-koo Chung, said, “These new brand identities have been established to ensure complete differentiation between Hyundai and Kia, as well as from our global competitors.
“Our new brand strategy is designed to ensure that we reach industry leading levels, not only in terms of size, but also in terms of customer perception and overall brand value.”
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