Customer Insight - let them be the judge!
Hyundai as a brand appeals to what Hyundai calls ‘independent thinkers’ and the same is expected to be true of the new Sonata.
Marketing Director, Jim Campbell, said: "We know that our customers are independently minded and like to find out as much information for themselves as they can, rather than be told what to buy through overly persuasive marketing and advertising messages.
"Our customers are also less inclined towards what we would term ‘the badge mentality’, preferring to purchase products, including cars, that represent real value for their money, rather than ones designed to make a statement on their behalf about who they are as individuals.
"With this firmly in mind, our communications campaign to support new Sonata is based around the headline, ‘Take our car for a test drive, then judge the badge’.
"This headline, together with a range of communications and offers based on this theme will encourage existing Hyundai and potential Sonata customers to do just this - judge the car for itself and not pre-judge it by its badge."
Naturally, new Sonata comes with Hyundai’s unique and industry-leading five year unlimited mileage warranty that is fully transferable from owner to owner.
Servicing intervals, meanwhile, are 10,000 miles or 12 months, whichever comes first.
Strong Residual Values
Residual values (RVs) are highly significant when it comes to owning a car. RVs influence the cost of ownership for private and company or lease/contract hire customers.
New Sonata is most likely to appeal to private buyers in its launch guise with a 2.4 litre petrol engine. The RV is the retained value these customers can expect to sell the car for after three years and 60,000 miles.
For the new Sonata the two key RV setters in the UK have each set strong predicted values. CAP Monitor has set an RV of 29 per cent, while Glass’s Guide has indicated an RV of 31 per cent.Published 30 April 2005