Dean Evans - Automotive NewsHyundai Motor America Page 5 Think About It Assurance Value 2016 +...

Dean EvansVice President & Chief Marketing OfficerHyundai Motor America

Hyundai Motor AmericaHyundai Motor America

Putting The Heart Into HyundaiMay 10, 2016

Hyundai Motor America Hyundai Motor America Page 3

Hyundai’s Line-Up

“Hyundai Has the

Lowest 5-Year

Cost To Own Of All

Brands For 2016”

- Kelley Blue Book’s KBB.com


We Started With The QuestionWhy Do We Exist?


Think About It Assurance Value 2016 +

It’s time to tell the world

why we do what we do.

What? Why?

Hyundai Has Never Told The

World “Why” We Exist

Why Do We Exist?


From the beginning, the goal was to make a real

difference in people’s lives and to lift society.

“If someone asks me what is

the motiv[ating] force for

Hyundai, I would have a

ready answer:

A DESIRE

FOR BETTER”

- J.Y. Chung, Hyundai Founder

Why Do We Exist?


To Challenge

The Status Quo.

Why Do We Exist?

Hyundai Motor America Hyundai Motor America Page 8• Source: Hyundai Corporate Brand Strategy

To Be A Creative Catalyst Who Is Confident

And Quick To Act In Pursuit Of…

Doing What’s Right For People.

Fun Fact: Logo represents two people shaking hands.

Why Do We Exist?


Grow & Progress…They Value Brands That Help Them On Their Journey.

To Help Our Customers

Why Do We Exist?


Brand Idea


We Make Things Better

Everyone In

The Hyundai

Ecosystem

Action Is Part

Of Our DNA

Includes Everything:

From Shopping

To Buying

To Ownership Experiences

Perpetual Movement

Forward & Upward

For Drivers

Brand Idea


We Give People Better Experiences.

1. Better By Comparison

2. Better Safety And Fun Tech

3. Better Warranty

4. Better Customer Loyalty

Proof Points


Better By Comparison


Better Safety & Fun Tech


Better Warranty


Better Loyalty


Our ChallengeAdd Emotional Connection To Our Brand


Value Brand to Emotional Brand


Our OpportunityPut the Heart Into Hyundai


To Win, People Need To

Buy Into HyundaiAnd Not Just

Buy a Hyundai

Put The Heart Into Hyundai


Brand Essence


Brand Anthem


Our Action PlanEnergize the Hyundai Brand


Brand

Energy

Rational

Reinforce

Value

Emotional

Reinforce

Better

We Need To Build

Brand Energy

Brand Energy

=


Record Breaking Press Results

Record Breaking Traffic To H.Com

Record Breaking Social Conversation

#1 Automotive YouTube View Count

First Ever Automotive Brand to Win

First Ever Non-American Company

to Win

Hyundai Wins Super Bowl

#1 Ad Meter Commercial


#1 In Super Bowl


Elantra Launch


The Bottom LineWe Need Your Help…


We Need Your Help

To Tell Our Brand Story


We Need Your Help

To Further Energize Our Brand

Dean Evans - Automotive NewsHyundai Motor America Page 5 Think About It Assurance Value 2016 +...

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