1. Hyundai, the South Korean automaker is desperate to convince American consumers that its cars and SUVs are worth premium prices.
2. Its quality is actually ahead of Toyota's in J.D. Power's Initial Quality Study, and behind only Lexus and Porsche.
3. It has an array of new models with quality and styling at levels unimaginable even as recently as five years ago and more discounts.
4. It is looking for a new marketing story focused on repositioning Hyundai as an overachieving, underappreciated brand that smart people are discovering.
5. It opted for San Francisco-based Goodby, Silverstein + Partners
6. Its campaign, due out by June, is expected to blanket TV, the Internet, and newspapers with data about safety ratings, quality, and value pricing using a tone of "disarming honesty." The idea is to create an environment where neighbors and co-workers of Hyundai buyers completely understand why they bought a Hyundai. It compared the automaker's difficulty persuading people to trust and admire Hyundai to Galileo's persecution for suggesting the earth rotated around the sun.
Why do they say you cannot keep a good man down?
[Click here for full story at: BUSINESSWEEK.COM]
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