Magazine article Marketing

Hyundai Bids for Higher Profile with 8m Pounds Sterling Spend

Magazine article Marketing

Hyundai Bids for Higher Profile with 8m Pounds Sterling Spend

Article excerpt

Korean car company Hyundai is ploughing 8m pounds into its biggest UK ad campaign ever next year, in a powerful bid to cash in on the price-obsessed UK car market.

Hyundai says it will supplement this outlay -- which is more than treble its adspend in 1991 -- with a price freeze for the first three months of 1992.

It will also introduce "an important change in service intervals" and more dealer-friendly initiatives, such as so-called "shrink wrapping" of all Hyundais as soon as they arrive in the UK. Shrink wrapping is the practice of rectifying mechanical faults before the car is sealed in polythene ready for sale.

Hyndai's decision to raise its profile in the UK comes as Malaysian manufacturer Proton continues its assault on the cheaper end of the UK market with a pledge to match or exceed this year's 6m pounds spend, beginning in January with a corporate TV and national press campaign. …

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