Tuesday, January 13, 2009

Hyundai Attempts to Redefine Image with Genesis vs. BMW ads

Luxury, speed and power are three words not normally associated with Hyundai, but the Korean Automaker is hyping its new sedan model- the Genesis, as the reasonable alternative to the BMW and Mercedes.

Apparently, Hyundai is trying to shed the stigma of a cheaply-constructed foreign car, but the latest ad for the 2009 Genesis gave me the impression that Hyundai is suffering from an inferiority complex.

The ad mentions the 375 hp engine, but the emphasis throughout the ad series is Hyundai's "better performance" than BMW and Mercedes.

• "More effective braking power than the BMW 550i.
• "Can pull more .94 G's through a corner, surprisingly better than  than the BMW 550i. Which means the competition may begin to fall out of the picture."
• "It has 124 sound-dampening innovations that help make the cabin AS quiet as the flagship BMW and Mercedes sedans.

First of all, Hyundai's phrasing and terminology is suspect. "More effective" braking power sounds like they're spinning the braking stats to highlight one out of many categories. In the turning a corner comparison, Hyundai said "surprisingly better". My question is:

If your product is so  reliable and respected, why should we be surprised if its better? As for the ad regarding the quiet cabin, Hyundai's interior was equal to BMW and Mercedes.

Upon further analysis, Hyundai doesn't have any hard facts that convince me that the Genesis is indeed a superior automobile than its European competitors. Hyundai itself was surprised when its  car handled a corner better and their third ad didn't impress me at all, because Hyundai didn't even claim to be superior to its competitors

Superior quality for cheaper in price. Obviously, that's a common tactic that car companies have used for years, but it's harder to swallow when Hyundai tries to lure

Another important factor to consider is Hyundai's traditional market-low to middle income families. As middle America struggles to survive, why would Hyundai abandon them in hopes of luring wealthy CEOs and prominent businessmen who have already developed brand loyalty to their high performance luxury sedans?

Perhaps Hyundai is seeking the young, 25-35 year old mid-level entrepreneurs who are trying to show a savvy yet sporty side to their lifestyle.

Posted By Matt O'Hern at 12:35 PM
Permanent Link: Hyundai Attempts to Redefine Image with Genesis vs. BMW ads | Comments (2)

(2) Comments on Hyundai Attempts to Redefine Image with Genesis vs. BMW ads

Own a BMW and feel like a sucker? Buy Hyundai next time and feel smart for a change.

Comments by Remember Lexus circa 1989? : Tuesday, January 13, 2009 at 04:37 PM

why the ugg bailey<strong> <a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge sale</a> </strong>button boot is so popular? as we known,<strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge boots</a></strong> have morphed together their two most popular styles. they started with the ever-popular <strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge sand</a></strong> and then added a wooden <strong><a href="http://www.linkboots.com/ugg-classic-cardy-5819-c-26.html">classic cardy uggs grey</a></strong> from their best-selling, as seen on oprah, uggcardy. they are one pop-fusion<strong> <a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge black</a></strong>. when the new fall step into our life this year, <strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge on sale</a></strong> are beginning search for an footwear going together with their jeans. now you are reaching to the every <strong><a href="http://www.linkboots.com/ugg-classic-cardy-5819-c-26.html">classic cardy ugg australia</a></strong> for the latest fashion trend. in past two or<A href="http://www.thegoodboots.com/specials.html" target="_blank"><strong> </strong></A>three years, the <strong><a href="http://www.linkboots.com/ugg-classic-cardy-5819-c-26.html">classic cardy uggs on sale</a></strong> kept women, men and kids <strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge boot</a></strong> salewarm and cozy under its super-popular fashion. <strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge chestnu</a></strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">t</a> the new fall in 2009, we get<strong> <a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge uk</a></strong>. the <strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">knightsbridge uggs</a></strong> become the first choice for ugg follower<strong> <a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge ugg boots</a> </strong>and getting hotter and hotter. the <strong><a href="http://www.linkboots.com/ugg-womens-knightsbridge-c-50.html">ugg knightsbridge uggs on sale</a> </strong>style c the bailey button has become a must have this winter. now<strong> <a href="http://www.linkboots.com/ugg-bailey-button-5803-c-30.html">ugg australia bailey button</a> </strong>there are 5 colors available in 5 colors including black, chestnut, grey, chocolate and sand on<strong> <a href="http://www.linkboots.com/ugg-bailey-button-5803-c-30.html">ugg australia bailey button boot</a></strong>. we provide enough stock for this fall and winter. you <A href="http://www.thegoodboots.com/ugg-classic-cardy-c-2.html" target="_blank"><strong>ugg shoes </strong></A>wil enjoy shopping anytime before this <strong><a href="http://www.linkboots.com/ugg-bailey-button-5803-c-30.html">ugg boots bailey button</a></strong>. anyway, the popular classic styles including <strong><a href="http://www.linkboots.com/ugg-bailey-button-5803-c-30.html">bailey button grey uggs</a></strong>, ugg boot short (5825) and<a href="http://www.linkboots.com/ugg-classic-cardy-5819-c-26.html"> <strong>classic cardy ugg boots</strong></a><strong></strong> are all your choices. tags ?

Comments by uggboots : Saturday, November 07, 2009 at 12:47 AM

Post a Comment

Name:
Email:
WebSite:
Comment:
Remember Me
Subscribe