Extensive Marketing Strategy of Hyundai – World’s Largest Automobile Company

Updated on: Aug 25, 2023
Marketing Strategy Of Hyundai - Featured Image

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In our previous article, we learnt in detail about the SWOT analysis of Hyundai. In this article, we are going to elaborate on the marketing strategy of Hyundai Motors Company.

Understanding the Marketing strategy of Hyundai motors is the main objective of writing this article. Hyundai is not only competing in India but all over the world, it ranks 2nd in the whole India as the second largest manufacturer in India.

Marketing is a built-in aspect of a company’s DNA that may make or break its success. As users from around the world roam to find the digital sphere, marketing has followed suit. However,  Free MasterClass on Digital Marketing 101, trained by our CEO and established, If you are interested in new-age digital marketing.

This blog will go over its marketing strategy of Hyundai in detail. Let’s start by learning about the company’s history, target audience, and digital presence before we dive in to the marketing strategy of Hyundai.

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About Hyundai Motor Company

marketing strategy of hyundai

Hyundai Motor Co. is a South Korean automobile multinational corporation that began operations in 1967 and has never looked back. It primarily produces and sells automobiles, commercial vehicles, and engines in more than 200 countries throughout the world.

In Ulsan, Hyundai has the world’s largest integrated automobile manufacturing facility, capable of producing 1.6 million vehicles per year. 75,000 individuals work for the company around the world. Hyundai automobiles are sold through 6,000 dealerships and showrooms in 200 countries. 

Hyundai has got several awards for its cars which are manufactured by them. It is one of the biggest automobile manufacturers in today’s time. Hyundai owns several subsidiaries such as Hyundai Motor India, Hyundai Motor America, Hyundai Rotem, Hyundai Capital, and many more.

 

Quick Stats on Hyundai
CEO Chang Jae-hoon
CMO Thomas Schemera
Area Served North America, South America, Asia, Europe, Africa
Industry Automobile
Market Share/ Revenue US$1.6 trillion
Vision Reimagining time for the future
Tagline “New Thinking, New Possibilities”


What’s New with ‘ Hyundai Motors’

Check out below some of the current news about Hyundai Motors:

Hyundai To Invest $18 Billion By 2030 To Boost EV Shift

Hyundai aims to increase its monthly EV affair in Korea to 1.51 million units by the end of the decade, pushing its global EV volume to 3.64 million during the same timeframe. However, its brands could ultimately lay claim to about 40 of all EVs produced across the globe, If it’s successful.

For perspective, Tesla produced just shy of 1.4 million EVs in 2022 alone, and it may ramp that up to 2 million this time. BYD produced over 900,000 completely electric buses in 2022.

Hyundai Europe Sees 2023 Kona Electric As Model Line’s Bestseller

Hyundai has high prospects for the alternate-generation Kona Electric, for which the automaker released powertrain specifications before this week.

Hyundai Europe CEO Michael Cole said he expects the new Kona Electric to account for 60 percent of deals of the entire 2023 Kona model line, which also includes combustion-powered and full-mongrel variants.

Hyundai Motor, Kia expects auto sales to jump nearly 10% in 2023

” Hyundai plans to expand request share and operate profitability-acquainted businesses by flexibly responding to request changes, accelerating its transition to electrification, responding to global environmental regulations, and optimizing product, logistics, and deals by region,” Hyundai Motor said in a statement.

Hyundai Alcazar and Creta Adventure Editions teased ahead of launch

Hyundai registered trademarks for the Creta and Alcazar Adventure Editions last week, ahead of its launch that is anticipated to take place soon. Now, the carmaker has teased the new editions, inferring that the launch could be right around the corner.

Now that we have got insights about the brand and got to know some latest news about it let us move further to understand the marketing strategy of Hyundai Motors.

Marketing Strategy of Hyundai Motors 

Here we are going to learn about the marketing strategy of Hyundai.

Segmentation, Targeting & Positioning

Hyundai divides the market into homogeneous groups using behavioural and psychographic segmentation variables. It is primarily in the economy class, but it is expanding into the premium segment with its SUV products and a new showroom concept, Hyundai Motorstudio.

Differentiated marketing is at the heart of Hyundai’s marketing approach. The primary consumer target that the marketing strategy of Hyundai should target is middle-to upper-income professionals looking for a good deal and a comfortable journey in city traffic. 

College students are a secondary consumer target group that is always looking for flair and quickness. The primary target market is mid-sized to large corporations that want to assist their managers and staff by providing them with an automobile that is convenient to use.

Entrepreneurs and small business owners who want to provide discounts to managers buying a new car are the secondary business target.

Check out this Buyer Persona of Hyundai Motors to understand the target customers of the brand:

Buyer’s Persona

Name:

Vijay

Place:

Mumbai

Age:

35 years

Profession:

Engineer

Motivation

  • Reliable and efficient daily commuting
  • Stay updated with advanced automotive technologies
  • Prioritize family safety and comfort
  • Reflect a modern and sophisticated lifestyle
  • Consider eco-friendly vehicle options

Interest & Hobbies

  • Restoring
  • Racing
  • Adventure
  • Automobile Blogging

Pain Points

  • Frustration due to heavy traffic
  • Concerns about fuel efficiency and costs
  • Budgeting for maintenance and repairs
  • Adaptability to diverse road conditions

Social Media Presence

  • Facebook
  • Twitter
  • Instagram
  • Linkedin

Arvind Saxena, VP, of Marketing & Sales, Hyundai Motor India, discusses the Hyundai automobile brand’s development in India, as well as its positioning strategy and value-for-money offer. On the strength of its brand, Saxena explains how Hyundai has risen to be India’s No. 2 automaker and the No. 1 exporter.

The most critical component that drives market forces is positioning. Instead of simply selling its products, Hyundai creates an experience for its customers by combining product and value-based positioning methods.

Digital Marketing Strategy of Hyundai

Social Media Marketing 

Social media marketing is really important when it comes to gathering the audience at large and no wonder a brand like Hyundai uses it to its full advantage.

Hyundai can be found on four social media platforms namely Facebook, Twitter, LinkedIn, and Instagram. They have two accounts on Instagram one is from the USA and another from India. You can visit and check their content on all the platforms. 

The posts posted by Hyundai on all platforms are the same. The posts on other platforms are related to the promotion of new launches of vehicles and services, environment & sustainability, industry-related tips and guidance, health & hygiene, festival wishes, beyond mobility vehicles, and car features, etc., and more.

  1. Instagram: Hyundai and Hyundai India profiles on Instagram have followers of 1.3 and 1.4 Million respectively.
  2. LinkedIn: Hyundai Motor India Ltd’s profile on LinkedIn has a total of 1300k+ followers.
  3. Facebook: Hyundai Facebook has a total of 2.8M followers.
  4. Twitter: Hyundai’s Worldwide profile on Twitter has a total of 339k+ followers and Hyundai India has a total of 931.9k followers.

As we can see from the above stats, the brand is most followed on Facebook and they keep their followers. Hyundai keeps its customers hooked up on all the platforms and they are super active in all the channels. The type of content that the brand utilizes is; informational, and promotional, and as well as they do product launches too. Learn how to maintain a social media presence like Hyundai’s by taking into consideration these SMM tricks specially designed for car dealerships.

If you want to learn more about social media marketing and make your business successful on these platforms, you should check out IIDE’s short-term SMM course. This course will teach you everything you need to know about how marketing works on social media.

SEO Strategies

Marketing Strategy of Hyundai - SEO

As SEO ranking suggests, the number of organic keywords – below 500 is poor, above 1000 is characterized as good and 10,000+ is characterized as stunning.

As we can see https://www.hyundai.com/in/en has 382,934 organic keywords, and it is considered out of the league. Hence, the digital marketing of Hyundai is gaining an unexpected number of insights.

Further, the organic traffic per month is 8,857,478 which is again very astonishing. As a result, Hyundai is putting full effort into its SEO strategies for better promotion of the brand. While the brand is working hard enough to strengthen its position in Google SERP results.

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

If you are someone who doesn’t want to miss any step in implementing the right SEO for your new website, then you must have a thorough go-through of our in-depth blog on Step-by-Step Guide on SEO for New Websites in 2022 – IIDE where you will explore a new website SEO checklist, all the SEO requirements for a new website, how long does SEO take to work for a new website, and more. 

Influencer Marketing

Marketing Strategy of Hyundai - Influencer Marketing

Shah Khan is one of the Brand ambassadors of Hyundai India for a pretty long time. You can see Mr. Khan promoting Hyundai’s several vehicles in TVC commercials. He is also there in Hyundai’s Instagram posts. 

On an international level, Hyundai has more than 94 influencers continuously promoting Hyundai on various social media platforms.

Talking about sponsorships, Hyundai originally partnered with FIFA in 1999, when they entered a sponsorship arrangement with the organization to sponsor 13 FIFA events, including the 2002 FIFA World Cup Korea/Japan. 

Since then, Hyundai’s FIFA partnership package has included full rights to all FIFA tournaments, including the FIFA Women’s World Cup, FIFA U-20, and U-17 World Cup tournaments, the FIFA Beach Soccer World Cup, FIFA World Cup, FIFA Futsal World Cup, and, of course, the FIFA World Cup. 

Hyundai remains a significant partner and will continue to support FIFA during the future FIFA World Cup 2022, but this time as a partner in ensuring a long-term FIFA World Cup.

Also recently, Hyundai Motor India Ltd (HMIL) has signed a four-year agreement as an associate sponsor with the Board of Control for Cricket in India (BCCI) for all international matches played in India. 

According to the deal, HMIL will be BCCI’s official partner for all formats, with a Hyundai fleet of premium automobiles transporting various game stakeholders during the event.

E-commerce Strategies

Marketing Strategy of Hyundai - e-com

Hyundai has a well-optimized website with 6 sections i.e. Find a Car, Click to Buy, Connect to Service, Hyundai Story, Mobility Solutions, and Contact Us. Hyundai on their website also shares Hyundai stories and the latest news happenings at Hyundai.

Hyundai has an online selling portal from which they sell a car. On their website, users who are interested in buying a Hyundai car can also book a test drive of any car by paying its fees, such as SUVs, Sedan, Hatchback & Electric car models.

Mobile Apps

Hyundai has several mobile apps which are available on both Android & iOS smartphones by the names Hyundai Care, Hyundai Mobility Membership, Hyundai Bluelink, Hyundai iblue, etc. 

Some of the key features of the main Hyundai Care app are as follows.

  • Track your Car Repair Status
  • Refer to your Friends/Relatives and Win
  • Pay your Service Repair Bill Online
  • Roadside Assistance with Live Fleet Tracking
  • 360° Interior and Exterior View of Car
  • Request to Buy an Extended Warranty

To check the features of other applications, you can simply visit the applications store to know the same.

Content Marketing Strategies

On social media sites like Facebook, Instagram, Twitter, and Youtube, Hyundai is quite active. They consistently upload pictures or videos regarding new models that are hitting the market, their characteristics, the colours they come in, how they differ from older models in terms of new features, etc. 

To reach as many people as possible, Hyundai broadcasts its news on TV and through newspapers to boost brand value in consumers’ minds, increase sales, etc. Hyundai on their website covers news and stories that interest their target audience.

They never tried to sell their brand directly, but instead, they followed the path of indirectly promoting it through engaging and informative content. 

The readers enjoy the content and associate Hyundai with the content that they love to consume. This is also the reason why Hyundai is successful in obtaining relevant traffic on its website.

We know you also want to attract and engage your desired target audience without forcing them to make purchases. Well, for that, you’ll need to muster a basic understanding of how to create a holistic content marketing strategy to ultimately convert them into paying customers without insisting they pay.

Marketing and Advertising Campaign of Hyundai Motors

Hyundai | India’s No. 1 SUV maker

Marketing Strategy of Hyundai - Campaign 1

Hyundai India has launched a new marketing campaign to celebrate the ‘Exciting Hyundai SUV Life.’ The campaign video was published on YouTube and several posts were posted on Instagram by Hyundai to promote and highlight its India SUV lineup. Hyundai has retained its title as ‘India’s No.1 SUV brand.’

The video highlights the lives of young people and friends with the central theme of reunion and football. It features the evergreen song “Lekar hum Deewana Dil” and showcases the Hyundai SUVs being magnified across miles.

The ad campaign’s main motive was to excite Indian customers with Hyundai’s benchmark SUVs so that aspiring SUV buyers would join the Hyundai family and embark on exciting moments and journeys with their most loved Hyundai SUV. The post on Instagram got more than 1.5k likes and the YouTube video got a viewership of more than 20M within 3 months of its launch.

Leading by Example | 2022 IONIQ 5

Marketing Strategy of Hyundai - Campaign 2

Hyundai in its latest advertisement series launched the all-new fully electric Hyundai IONIQ 5. The ad campaign was launched in the USA. The campaign’s tagline “Leading by Example” is mentioned in the IONIQ 5 new marketing campaign for 2022. 

You can check Hyundai USA’s Instagram account to explore posts related to this campaign. Hyundai’s motive for this campaign was to launch the start of a new decade of electric vehicles, in which the IONIQ 5 redefines the norms for progressive cars. 

Not only did the IONIQ 5 exceed its competitors in various tests, but it was also named “World Car of the Year” in 2022, among other accolades. The car is an EV’s new horizon and those in charge of the future own it.

Hyundai VENUE | Live the Lit life | Official TVC

Marketing Strategy of Hyundai - Campaign 3

Hyundai India released the official TVC #LivetheLitlife with the new Hyundai VENUE in 2022. In the TVC commercial, you will see Mr. Kabeer Bhartiya, who is one of the Indian contestants on the television show “Splitsvilla 11”.

In the video, Kabeer is highlighting the Hyundai Venue that comes with an all-new exceptional feature of an inbuilt Alexa, and he goes outside with his group of friends to Live the Lit life in his all-new Hyundai Venue.

Hyundai in its latest advertisement series Lit features is standard on the new Hyundai VENUE. The new Hyundai VENUE’s 2-step rear reclining seats, 10 regional languages infotainment (AVNT), and 60+ Bluelink integrated features are sure to make your drive entertaining.

With Hyundai’s Venue’s outstanding features, add a bit of Lit to your life. It was launched on 16th June 2022 in India and the pre-booking was started before it came to the dealership. The YouTube video got a viewership of more than 10M million within 4 weeks and it’s amazing.

Top Competitors of Hyundai Motors

Toyota

Toyota Motor Corporation is a Japanese transnational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was innovated by Kiichiro Toyoda and incorporated on August 28, 1937. Toyota is one of the largest machine manufacturers in the world, producing about 10 million vehicles per time. Check out our blog on the marketing strategy of Toyota to get more insights.

Volkswagen

Volkswagen AG, known internationally as the Volkswagen Group, is a German transnational automotive manufacturer headquartered in Wolfsburg, Lower Saxony, Germany. The company designs manufactures, and distributes passenger and marketable vehicles, motorcycles, machines, and turbomachinery, as well as immolation-related services, including backing, leasing, and line operation. Check out the Marketing mix of Volkswagen. 

GM Motors

General Motors( GM), formally the General Motors Company, is an American transnational automotive manufacturing company headquartered in Detroit, Michigan, United States. By deals, it was the largest automaker in the United States in 2022 and was the largest in the world 77 times before losing the top spot to Toyota in 2008.

Ford

Ford Motor Company is an American transnational machine manufacturer headquartered in Dearborn, Michigan, United States. It was innovated by Henry Ford and incorporated on June 16, 1903. The company sells motorcars and marketable vehicles under the Ford brand, and luxury buses under its Lincoln brand.

Nissan

Nissan MotorCo.Ltd. is a Japanese transnational machine manufacturer headquartered in Yokohama, Kanagawa Prefecture, Japan. The company sells its vehicles under the Nissan and Infiniti brands, and formerly the Datsun brand, with in-house performance tuning products( including buses ) labeled Nismo. The company traces back to the onsets of the 20th century, with the Nissan Zaibatsu, now called Nissan Group.

Examples Of Failed Campaigns

Some campaigns and marketing strategies of Hyundai Motors could not succeed due to some issues. Let’s check them out:

Observations on the Hyundai Social Media Backlash

A social media post caused a political incident lately after a severe social media counter reaction over a social media post from Hyundai’s dealer in Pakistan. A#The BoycottHyundai hashtag also trended in India. As numerous Twitter druggies began tagging the sanctioned handle, the social media platoon at Hyundai India defended their tweets and supposedly also blocked many druggies to charge.

The sanctioned statement released originally wasn’t important or an explanation and spoke about how the company was offended by ‘ unasked social media posts ’. A couple of days later, an important- better-stated statement clarified the brand’s position on political or religious issues. It also outlined the specific way taken after the rampage broke out.

ASA bans Hyundai and Toyota electric car ads

The Advertising Norms Authority UK( ASA) has banned juggernauts both Toyota and Hyundai for exaggerating the charging speed of its electric buses and misleading consumers about how numerous rapid-fire- charging points were available in the region.

This ends with the elaborative marketing strategy of Hyundai. Let us conclude our learning below from the marketing strategy of Hyundai.

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What’s Unique in the Marketing Strategy of Hyundai?

To conclude, Hyundai has a huge customer base and is rightly positioned in the minds of its target market, audience, and customers. All thanks to the amazing marketing strategy of Hyundai used be it SEO, SMM, content marketing, mobile app, e-commerce, etc.

The company has outperformed its competitors, and the main reason for this is the company’s outstanding marketing efforts in highlighting the brand to its customers. 

As the digital space is experiencing a boom in today’s world, a company needs to do better digital marketing. 

Check our Online Digital Marketing Course if you want to learn more and improve your skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Hyundai has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Hyundai check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Hyundai, and do share your thoughts on this case study marketing strategy of Hyundai in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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