The tide of change is very much flowing at full force in Hyundai. Bolstered by a highly competitive line-up of models, the South Korean manufacturer is making a quick transformation from zero to hero in the automotive scene. Consumers in many markets have taken the Hyundai brand to heart, although skepticism remains in more conservatives shores, like ours.
At the ongoing North American International Auto Show in Detroit, Hyundai officially announced its new brand direction and statement, which reads “New Thinking. New Possibilities.” Going hand-in-hand with that tagline is a new brand concept of “Modern Premium”.
Explaining the rationale behind the new corporate taglines, Euisun Chung, Vice Chairman of Hyundai Motor said, “Today, customers do not believe that expensive cars with unnecessary technology are premium.”
“Instead, they want their core needs fulfilled at an accessible price and with a car that exceeds their expectations; a car that reflects their values and the times in which they live,” he added.
According to official explanations, Hyundai’s “Modern Premium” concept serves to challenge the traditional view of premium being high-priced. Hyundai aims to offer high-end, high-quality values at reasonable prices, an approach which the company aims to apply to its entire business, from operations to services.