Hyundai Marketing Confronts Change with New Ad Mix and Boy Bands

quotThere will still be a significant market for private cars thenquot he told meamp160 quotI think households will have one private car likely a luxury model and instead of owning another one they39ll access shared vehiclesamp160 People store their personal things in the car and I don39t see that changingamp160 There will be a mix of sharing and owningquotI do hear that a lot from auto marketers and I see it as a mix of honest prognostication and wishful thinkingamp160 Private ownership is a comfort zone that automakers won39t easily give upamp160 A fully shared world means a completely different auto marketamp160 Manufacturers will become more anonymous maybe lose branding altogetheramp160as they sell their vehicles to fleetsamp160 Hyundai is indeed one of the automakers talking about moving from an auto to a mobility companyCho is also following the trend toward buying cars onlineamp160citing new automotive players like Google and Uber that are muscling into the automotive spaceamp160 quotThe future will include new playersquot he asserted amp160Will dealerships disappearamp160 Their numbers are already shrinkingamp160amp160According to DMVorg quotAs the popularity of ridesharing continues to climb and selfdriving cars keep gaining speed the number of customers for car dealers to court will only continue to dwindle and many owners have already seen the writing on the wall choosing to let go of their longheld lotsquotCho notes the decline but sees a continuing place for dealershipsamp160 quotThere may be fewer sales but consumers still need to see a face to the brand a place to goquot he saidamp160 quotI can39t see dealerships going awayquotCho sees subscription services which let consumers have access to a variety of company models for a set fee as a growth areaamp160 quotIt39s related to sharingquot he explainedamp160 quotSubscriptions are still in the infant stage but people are showing interest in buying minutes not milesquotAdvertising is in flux for automakers as the viewing audience takes advantage of numerous new opportunities from Netflix to cableamp160 quotIt39s a big challenge for us as a global companyquot Cho saidamp160 quotWe look closely at how our ads fareamp160after big televised eventsamp160 We have limited resources and we have to figure out the best blendamp160 We39re shifting more of our spend to digitalquotIn addition Hyundai is getting creative with its own eventsamp160 Last year before the Los Angeles Auto Showamp160it staged a cuttingedge fashion show and invited quotdigital media influencersquotamp160 Cho thinks it was a successamp160 quotSome of the influencers have millions of followersamp160 They got to know our brandamp160 It helps us share our story our brandquotSpeaking of events Hyundai has signed on Billboardcharting Kpop boy band BTS aka the Bangtan Boys as global brand emissariesamp160 If you don39t know them your kids probably doamp160 That was BTS promoting the new Hyundai Palisade fullsized SUV at the Los Angeles Show last year quotYou will be seeing more of them in US mediaquot Cho promisedIn an added note Albert Biermann Hyundai Group head of research and development told MediaVillage that the company is quotin catchupquot mode with SUVs in the North American marketamp160 The company was primarily known for great sedans like the Sonata and Elantra but with 60 percent of US sales going to SUVs and particularly crossovers he has had to shift focusamp160 quotWe39re a little late but acting accordinglyquot Biermann saidamp160 That plan will include SUVs from the luxury Genesis division which so far has released only sedansamp160 We should be seeing the Genesis GV80 soon amp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Hyundai Marketing Confronts Change with New Ad Mix and Boy Bands

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Jim Motavalli

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Hyundai Marketing Confronts Change with New Ad Mix and Boy Bands

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Jim Motavalli

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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