For years, Hyundai was known as a reliable but unremarkable car brand. Its vehicles were affordable and practical, but lacked the style and flair of competitors like Toyota and Honda. However, in recent years, Hyundai has undergone a remarkable transformation, becoming one of the coolest and most innovative car brands on the market. So, what’s behind this transformation? Let’s take a closer look.
Design
One of the biggest factors behind Hyundai’s newfound cool factor is its design. In recent years, the company has hired some of the best designers in the industry, including Peter Schreyer, who previously worked for Audi and designed the iconic TT. Schreyer has brought a new level of sophistication and style to Hyundai’s vehicles, with sleek lines, bold grilles, and eye-catching details.
In addition to hiring top designers, Hyundai has also invested heavily in its design facilities. The company’s design center in Namyang, South Korea, is one of the largest and most advanced in the world, with state-of-the-art technology and a team of over 1,000 designers and engineers.
Innovation
Another key factor behind Hyundai’s transformation is its commitment to innovation. The company has been at the forefront of developing new technologies and features, such as its Blue Link connected car system, which allows drivers to control their car from their smartphone, and its SmartSense safety suite, which includes features like automatic emergency braking and lane departure warning.
Hyundai has also been a leader in developing electric and hybrid vehicles, with models like the Kona Electric and Ioniq Hybrid. The company has set a goal of having 23 electric models in its lineup by 2025, and has invested heavily in battery technology and charging infrastructure.
Marketing
Finally, Hyundai’s marketing has played a key role in its transformation. The company has launched a number of successful ad campaigns in recent years, including its “Shopper Assurance” program, which offers transparent pricing and a streamlined buying process, and its “Better Drives Us” campaign, which emphasizes the company’s commitment to innovation and sustainability.
Hyundai has also partnered with high-profile celebrities and influencers, such as BTS and Jason Bateman, to promote its brand and products. These partnerships have helped to raise the company’s profile and appeal to a younger, more diverse audience.
In conclusion, Hyundai’s transformation from a reliable but unremarkable car brand to a cool and innovative one is the result of a number of factors, including design, innovation, and marketing. By hiring top designers, investing in new technologies, and launching successful ad campaigns, Hyundai has been able to appeal to a wider audience and establish itself as a leader in the automotive industry.
