Hyundai-Kia Automotive Group Launches New Global Brand Management Strategies

Hyundai-Kia Automotive Group today announced the launch of its new global brand management strategy, in which Kia and Hyundai will pursue differentiated brand images as a means of boosting the Group’s overall market share and increasing the value of the two brands.

In accordance with the new strategy, Hyundai and Kia will be promoted under two separate brand slogans. The Hyundai slogan - "Drive your way" - is designed to communicate the company’s ‘refined and confident’ brand attributes, while the slogan - "The Power to Surprise" - is aimed at embodying the ‘exciting and enabling’ values of the Kia brand.

Hyundai-Kia Automotive Group Chairman, Mong-koo Chung, said: ‘These new brand identities have been established to ensure complete differentiation between Hyundai and Kia, as well as from our global competitors. We are confident that by clearly identifying and defining the new identities we will create additional market share for each brand.

‘Our new brand strategy is designed to ensure that we reach industry leading levels, not only in terms of size, but also in terms of customer perception and overall brand value,’ said Mr. Chung.

Kia Motors (UK) Managing Director, Paul Williams comments: ‘"The Power to Surprise" slogan reinforces Kia’s resolution to surpass customers’ expectations through offering dynamic and sporty, high quality products. In the UK, products such as Picanto and the new Sportage; an innovative "Think About It" marketing strategy; and a collection of unique consumer offers have already set the foundations for future development and growth of the brand.’

Hyundai and Kia will integrate their respective brand strategies into all facets of their business including product development, design, marketing, sales, and after sales service. The brand strategies will be simultaneously implemented in strategic regions, such as the US, Europe and China, as the two companies seek to clearly differentiate their respective brands, while enhancing overall brand power.

Each company will continuously expand its core target customer base by developing differentiated world-class quality products and service.

The long term objectives of the Hyundai-Kia Automotive Group are to elevate its brand value to the level of the world’s elite auto manufacturers, while joining the ranks of the world’s top 30 global brands and the top five automotive brands in terms of brand value.

The Group’s global market share has steadily increased in recent years - with market share in the US exceeding 4% last year - as a result of rising sales for both the Kia and Hyundai automotive brands.

Published 22 January 2005 Melanie Carter

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