Blue Batmobile
05-04-2004, 01:40 PM
Time to Crow: Hyundai to tout stunning rise in J.D. Power quality survey
By MARK RECHTIN | Automotive News
LOS ANGELES -- After its dramatic surge in the J.D. Power and Associates 2004 Initial Quality Study, Hyundai Motor America is scrambling to create a newspaper, magazine and brochure advertising campaign to herald the results.
Ad agency Richards Group of Dallas is working to create advertisements on short notice, said Bob Cosmai, CEO of Hyundai Motor America. Longer-term plans might include TV advertising, but that has not been decided, Cosmai added.
The segment-quality winning Sonata sedan probably will get a new series of ads - a bonus since the vehicle is in its final year before a redesign. And the company may publicize its new J.D. Power rankings in conjunction with its 100,000-mile warranty.
But for the most part Hyundai will stick with its marketing themes. Even though Hyundai outscored Toyota Division, the message will not invoke comparisons Japan's quality trendsetter, Cosmai said.
"We won't say that we beat Toyota," he said. "We've done our benchmarking to Toyota and Honda, and this is new territory for us. We just want to tell people that the company has turned it around.
By MARK RECHTIN | Automotive News
LOS ANGELES -- After its dramatic surge in the J.D. Power and Associates 2004 Initial Quality Study, Hyundai Motor America is scrambling to create a newspaper, magazine and brochure advertising campaign to herald the results.
Ad agency Richards Group of Dallas is working to create advertisements on short notice, said Bob Cosmai, CEO of Hyundai Motor America. Longer-term plans might include TV advertising, but that has not been decided, Cosmai added.
The segment-quality winning Sonata sedan probably will get a new series of ads - a bonus since the vehicle is in its final year before a redesign. And the company may publicize its new J.D. Power rankings in conjunction with its 100,000-mile warranty.
But for the most part Hyundai will stick with its marketing themes. Even though Hyundai outscored Toyota Division, the message will not invoke comparisons Japan's quality trendsetter, Cosmai said.
"We won't say that we beat Toyota," he said. "We've done our benchmarking to Toyota and Honda, and this is new territory for us. We just want to tell people that the company has turned it around.