Hyundai enters into the USA luxury car market with Hyundai Genesis

On May 29^th, I wrote the review of Hyundai Genesis 2009, the first luxury car from Hyundai Motor Company (SEO: 005387). With this car, Hyundai is now officially going to start its luxury car business in the USA. Hyundai Motor America is going to start its $80 million campaign in the USA to promote Hyundai Genesis. It will be the largest campaign of Hyundai.The company said that it would spend most of the $80 million in television ads and the rest will be spent on internet, print and other grassroots marketing activities.

Two media firms: Goodby, Silverstein & Partners, and Jack Morton Worldwide will be working in the ad campaign. They are focusing on 2009 Hyundai Genesis' high acceleration, braking, handling, quality, craftsmanship, fit and finish, and interior quietness. The firms will extend Hyundai’s “Think about IT” corporate campaign.Marketing Daily reports:

Although the company began touting the car in Hyundai's first Super Bowl ads this year, and has just begun a road show called "Discover Genesis," the big push starts when the car rolls into dealerships in July.

Advertising hits in September with "NFL on Fox" and the "24" prequel, which will include product placement, "Grey's Anatomy" and CNN featuring Hyundai as the automotive sponsor of its election coverage including the Democratic and Republican national conventions. The effort runs through January.

Hyundai’s grass root promotion campaign, “Discover Genesis,” has started from this month. The campaign will tour 15 cities. The campaign will be held at the Pebble Beach Concours d'Elegance. It will end in October at the Autobahn Country Club. There consumers will be able to test-drive the car.

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Marketing Daily