Hyundai On Drive For Growth In UK And Wider Europe

  • Adoption of global brand slogan - DRIVE YOUR WAY
  • New 1 billion euro European manufacturing plant
  • Expanded 15 million euro European Powertrain Facility

Hyundai is committed to growth in the UK and wider Europe. And following the acquisition of the UK sales and distribution operation earlier this year, it is now cementing its plans for future growth with three key announcements.

Firstly, Hyundai Motor UK Ltd has announced a further development of the brand image in the UK with a change of slogan from ‘A CAR FIRST. A BADGE SECOND’ to the new global end line ‘DRIVE YOUR WAY’.

Secondly, Hyundai Motor Company has announced plans to build a 1 billion euro (£0.7 billion) manufacturing facility in mainland Europe.

And thirdly, Hyundai Motor Europe has this week completed the main structure of a new 15 million euro Powertrain facility at its headquarters in Germany.

Drive Your Way

The next stage in Hyundai’s ongoing brand development strategy in the UK sees a switch to the new global communications slogan, DRIVE YOUR WAY.

The move marks a departure from Hyundai’s much talked about UK slogan: A CAR FIRST. A BADGE SECOND. This controversial end line proved successful in stimulating fresh interest in the Hyundai brand from media and customers alike.

DRIVE YOUR WAY will be the new end line on all national advertising and communications materials. But far from being three simple words to end an advert, DRIVE YOUR WAY represents Hyundai’s whole brand philosophy going forward.

Jim Campbell said: "With the new brand slogan DRIVE YOUR WAY, at Hyundai we are saying in the simplest of terms that the customer comes first.

"One example of how we believe Hyundai’s unique qualities put the customer first in the UK is our unique and industry leading, unlimited mileage and fully transferable five year warranty. Under the new brand slogan, we will be introducing more DRIVE YOUR WAY initiatives in the future."

New 1 Billion Euro European Plant

Chairman of Hyundai Motor Company, Chung Mong-Koo has revealed plans for a state-of-the-art assembly plant in mainland Europe, but the exact location has yet to be confirmed. Production at the new facility, which it is anticipated would take two years to build, would be planned to start in 2008.

HMUK Marketing Director, Jim Campbell, said: "The announcement is a clear signal of Hyundai’s determination to grow sales in Europe from a forecast of 420,000 units this year to 520,000 in 2006 and 580,000 in 2007."

New European Powertrain Facility

This week, Hyundai completed the main structural development of a new 15 million euro Powertain facility at its European Technical Centre in Germany.

The new state of the art facility will house 10 new test benches and accommodate an additional 80 specialised technicians and engineers when it opens in June 2006, bringing the total Powertrain team to 130.

In total, by the end of 2006, Hyundai will have doubled its R&D capabilities at its European Headquarters with a 400-strong team.

Published 5 November 2005 Melanie Carter
 

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