Amid rising competition in major global markets, the Hyundai brand continues to flourish with focus on three core areas: design, performance, and experience.
Since 2012, Hyundai has reinvested in the “basics” in order to build its reputation as an affinity brand. To place the first stone of trust in its “modern premium” story, Hyundai launched Hyundai Motorsports Gmbh, which has become a leader in quality, with especially high marks for the Hyundai Genesis sedan (a Top Safety Pick in 2014). In November 2015, the company announced plans to turn its Genesis line into a new-luxury nameplate, with the impending release of the flagship Genesis G90 sedan.
Hyundai has also been recognized as a leader in the alternative fuel sector since becoming the first commercial manufacturer and seller of Fuel Cell Electric Vehicles (FCEV). Merging innovative efforts in both sustainability and mobility, the company has begun to test autonomous driving features on its Tucson ix35 FCEV.
Hyundai’s visual identity also continues to evolve—one of the first mass-produced auto brands to adapt a “family look,” it launched its new Fluidic Sculpture 2.0 design philosophy in 2014. Fluidic Sculpture 2.0 has created an instantly recognizable brand halo, while offering a more intuitive and customized design approach that reflects Hyundai’s core values of simplicity, creativity, and caring.
In an effort to bring its brand proposition to life, Hyundai has focused on developing unique branded experiences. With the introduction Motor Studio and Motor Studio Digital, as well as the roll-out of its Global Dealership Space Identity, Hyundai offers customers more personalized experiences while disseminating a coherent message. Applying its “modern premium” approach not just to cars, but to lifestyle, Hyundai elevates its efforts to become more relevant and engaging to consumers.
Becoming one of the fastest growing auto brands, in both volume and scale, has not been without challenges. Hyundai’s ability to sustain growth in the world’s largest automotive markets—the U.S. and China—is in question, due to the proliferation of Chinese manufacturers as well as Hyundai’s limited portfolio of trucks and SUV’s, which threaten to erode market share in those countries.
Despite these roadblocks, Hyundai remains committed to simplicity and customization—the hallmarks of what modern consumers crave as they continue to take charge of their own ecosystems. Thus, Hyundai is well positioned to grow its brand by creating unprecedented value for individuals.