According to John Krafcik, the brand‘s North American CEO, a comprehensive ad package is being made by the company. The sixth best selling brand in America, Hyundai has seen a great past few years. It has roughly sold double that of Volkswagen last year with 500,000 units sold.
Ironically, it has capitalized in the economic downturn and has had record sales with well built cars. Pundits say that the brand is going to have a major public relations and product derailment due to the company growing too quickly. Optimists view the company as “finding its compass in difficult market.”
Few people on either side say where the brand should be headed. Like most big industries, the automotive world moves in waves: up one day, down the next. Rises always come with falls, and the only variable is time, which is often tied to executive and product-planning arrogance.
Because its American executives are intelligent, Hyundai continues to present a careful, humble face to the public, tentatively observing how its products are received. Witness, for example, Krafcik’s statement to The AP regarding its Super Bowl.
Mr. Krafcik said Friday that: “We're competing with Doritos and Pepsi and Anheuser-Busch.” at an auto show briefing.
(아주경제 송지영 기자)
reporter
Park Sae-jin
swatchsjp@ajunews.com