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AUTONET記者：林和謙(06/25/2007星期一)
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為了讓更多年輕族群注意HYUNDAI這個品牌，美國HYUNDAI決定有所作為，加強行銷策略以突破缺乏年輕消費群的困境。根據HYUNDAI的調查，40%的人不太清楚HYUNDAI及其生產的車款，大多是較年長的消費者熟悉HYUNDAI這個品牌，且對1986~1994年式的Excel車款最清楚。
HYUNDAI市場行銷管理主管Eric D’Ablaing指出，HYUNDAI在市場上有太多廉價且缺乏特色的車款，無法吸引消費者的注意，若不思考解決的方法，很難讓這些顧客回籠。有鑑於此，HYUNDAI決定想辦法吸引18~34歲年輕族群，讓他們更著眼HYUNDAI這個招牌，也藉此與TOYOTA及HONDA抗衡。
HYUNDAI決定用平面廣告、網路與電視媒體結合多元行銷方式，希望成功吸引年輕族群並更為自己強化知名度，比如利用網友使用MySpace這個網站，當點選HYUNDAI Elantra時，可免費下載錄下音樂鈴聲，也幫HYUNDAI Elantra曝光率更高。此外，並贊助美國Austin與Texas的音樂活動，HYUNDAI張貼大型廣告以吸引群眾注意。
Eric D’Ablaing並指出，HYUNDAI將以更多元的行銷手法讓更多人知道這個品牌，讓大家知道HYUNDAI不只平價也很優質具特色。
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國際產業相關新聞
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