In 1999, its new chairman, Mong-Koo Chung, declared that Hyundai would focus not on volume and market

share
but on quality instead.

organized product

partnered more closely with suppliers, and increased quality oversight meetings

new vehicle quality in 2001—32nd of 37 brands—Hyundai zoomed to number 4 by 2009, surpassed only by luxury
brands Lexus, Porsche, and Cadillac.

Hyundai also transformed its marketing. Its groundbreaking 10-year warranty sent a strong signal of reliability and
quality, and more consumers began to appreciate the value

The U.S. market was not the only one receiving attention from Hyundai and its younger, more affordable brand
sibling, Kia. Hyundai is the second-largest carmaker in India. In Europe, it invested in a $1.4 billion factory in the
Czech Republic and a new $7.5 research center near a famed German racetrack, and its market share has
surpassed Toyota’s. A joint venture with Beijing Automotive is targeting China.

Hyundai Motor Company—the biggest carmaker in South Korea and one of the top ten global auto companies

In recent years, Hyundai Motor Company has succeeded in boosting its presence in the world car market by
setting up overseas production bases and engaging in aggressive marketing. As South Korea’s largest and the
world’s fifth largest automaker,

Hyundai has driven its sales growth through improvements in quality and design. While its rivals are using
reliability and fuel economy to build market share,

Hyundai has taken the formula further with a focus on making its cars more attractive and often at lower prices.

The brand’s goal is to entice customers with the speed and appeal of luxury European models, but at non-
premium prices.

To win the hearts of car buyers, Hyundai engages credible and attractive spokespersons, like Bollywood actor Shah
Rukh Khan and German football celebrity Jürgen Klinsmann, to help communicate its value proposition. To
improve its overall brand perception, the company has a long-term commitment with FIFA to sponsor the FIFA
World Cup until 2022.
To increase salience of company or product name—Sponsorship offers sustained exposure for a brand, a
necessary condition for reinforcing brand salience. Top-of-mind awareness for soccer World Cup sponsors
Emirates, Hyundai, Kia, and Sony benefited from the repeated brand and ad exposure over the month-long
tournament.

Hyundai Motor Company has pioneered the car market by successfully establishing a point-of-difference on low
prices and a point-of-parity on quality and design.