![Officially Official: 2011 Audi A1 finally arrives [w/video]](http://www.blogcdn.com/www.autoblog.com/media/2010/02/01-2011-audi-a1-630op_143x85.jpg)
Hyundai ads will compare Koreans to BMW and Lexus
While comparisons to the Accord and Camry may be more apt, Hyundai has their sights set on more upscale targets. The Korean company has been looking upmarket for vehicles to benchmark when developing their cars, and that philosophy will extend to marketing. One of the new spots touts the Sonata's horsepower advantage over the BMW 525i, while another concedes that even though the Azera can't self-park (a dubious feature, at best), it offers a well-equipped luxury sedan for less than half of an LS460's price, allowing you to pay someone to park your Azera.
It would seem that Hyundai makes a regular practice of looking over the heads of direct competitors, shooting for a segment above their actual market slot. Indeed, the Mercedes ML 'ute was a target when the new Santa Fe was being worked up, and at the Concept Genesis's recent debut during the New York Auto Show, BMW, Porsche and Mercedes were heard, while the existence of Honda or Toyota wasn't even acknowledged. The last Hyundai campaign we can even recall is the "Hyundai, Yes, Hyundai" effort of the early 1990s, when Hyundai's hottest offering was the Scoupe. They've come a long way from building Mitsubishi cast-offs, and Hyundai is now a force to be reckoned with.
[Source: Automotive News (Sub req'd)]
Reader Comments (Page 1 of 4)
Puffy C 8:05AM (4/10/2007)
I hope they're not comparing themselves with BMW and MB quality. It's one thing to put up with crappy quality if my goal is impressing the neighbors but another if I just want a reliable car.
Reply
Shrapnel 8:10AM (4/10/2007)
I saw two ads last night; one comparing a Santa Fe to a Land Rover LR3 and the other a Sonata to a BMW 525i. I find both comparisons laughable - particularly the second one. In each case, the cars are very different from one and other and frankly would never have cross-shoppers (maybe someday - but not today).
RWD German sport sedan vs. FWD Korean economy car. Hmmmmm....
Reply
indymcsc 8:13AM (4/10/2007)
LMAO...why stop at BMW? They should've picked Maybach or Rolls.
Reply
akintz 8:17AM (4/10/2007)
I saw the Sonata/525i ad last night... it almost made me throw up.
And IMO, just b/c they've come a long way from using someone else's crap, doesn't mean they're to be "reckoned with" just yet.
You will NOT overhear this at the watercooler anytime soon:
"So I was thinking of getting a new car... I really like the A6, but the 525i is very roomy."
"What about a Sonata?"
Reply
Dave 8:28AM (4/10/2007)
Why not? It worked for Lexus, why can't it work for the Koreans. You say something enough people will believe it.
Ask anyone of those idiots driving a 40k toyota with an L on it.
Reply
Phelix 8:30AM (4/10/2007)
they aren't aiming for bmw buyers when they make that comparison.
Reply
Anthony Gentavoe 8:31AM (4/10/2007)
I think it's brilliant marketing and will work well for them. I don't think they are realistically thinking that people are going to cross-shop Hyundai and BMW, rather they are attempting to raise the product to a higher level with the aspirational buyer that may be considering a used Honda or Toyota or perhaps similar new options. It's not targeted at someone that can afford an LR3, rather someone that wants to think that they bought something superior to an LR3 that they can afford.
Reply
Dave 9:03AM (4/10/2007)
"Never underestimate the stupidity of the American consumer."
Reply
ron 9:20AM (4/10/2007)
Comparing yourself to an upscale market is nothing new. Anyone here old enough to remember when Ford compared the new Granada to a Mercedes sedan? It was the mid-70's and Ford stressed the Granada was the same size, shape, and style of the Mercedes, only at a fraction of the cost! They weren't going after the Mercedes crowd; they were going for the people that would like to have a Mercedes but could only afford a Ford.
Reply
felipe 8:51AM (4/10/2007)
all you who try to down play the big H never in a million years dreamed they be where they are today and producung what they are producing.
7 yrs ago you all figured they'd be gone like Yugo.
Now after 10 yrs they have come further then any other car manufacturer.
Phelix/Anthony- you are totally correct
Akintz- Duh! stick with cartoon network, their commercials are easier to understand and please never drive a hyundai.
Reply
felipe 8:58AM (4/10/2007)
oh and incase you missed it
H > LR in Q
http://www.jdpower.com/autos/brand-ratings/
Reply
akintz 9:06AM (4/10/2007)
Felipe: The really ironic part... I was watching the Cartoon Network at the time... Adult Swim. Really.
Reply
felipe 9:12AM (4/10/2007)
dang, i love cartoon network to. Adult Swim's great.
Reply
Dave in MI 9:16AM (4/10/2007)
'the big H" ?? Honda? Halliburton? Hemroids?
Reply
Chris 9:22AM (4/10/2007)
If Hyundai is planning on producing a luxury marque, then it would make sense to compare cost versus value. But the fact that they are pitting their regular cars against Lexus and BMW? That's just weird. I don't think anyone in that market would consider buying a Hyundai.
Some advertising agency pulled the wool over their eyes on this one...
Reply
JC3 9:22AM (4/10/2007)
the automotive market is a dynamic place.when Mercedes is suddenly unreliable,Hyundai is # 1 in quality and is going to introduce a BMW killer for the price of an entry level Lexus
Reply
phoenexius 9:37AM (4/10/2007)
they may be still going but where does their financing come from?
Korean Exchange Bank - read government
without that they would be going the way of Yugo
http://www.hyundaicorp.com/eng/ir/ratios.asp - ouch
Reply
G. Snyder 9:45AM (4/10/2007)
Dave - your talk about $40k Toyotas (Lexus) is idiotic.
Lexus broke into the market (really broke in) with the LS400 which had an all new V8 and was RWD. It was a car unlike anything else in the Toyota stable (in the US, anyway)and was launched as a separate company. Lexus compared itself to offerings from Germany that, at the time were stratospheric in price (remember, a MB S Class 500 was definitely in the 80k range). The LS400 used a comparable chassis configuration.
It is a VERY different situation than Hyundai. They have a good value economy car. They have come a long way for sure. There is just no basis for a 5 series to Sonata comparison though.
As for your other "stupidity of Americans" comment. .. well, you did have the Lexus thing wrong, so you might be on to something.
Reply
Maineiac 10:03AM (4/10/2007)
When you get $600 million paid to you to enhance Hyundai's brand image, which Hyundai pays to their ad agency, I'll listen to your comments.
By the way, Hyundai is merely trying to enhance the perception of their products and by comparing their vehicles to Honda's and Toyota's, that is not where they want to go. Vision often requires faith to shoot higher. Remember the Lexus ads: 'From Question Mark to Benchmark'. People laughed at Lexus but the $350 million they paid to the marketing/ad agency did their job and they are no one is laughing now
Reply
testa di cazzo 9:47AM (4/10/2007)
Dave (#5) is spot on. Lexus kept saying "hey we're like mercedes and bmw but cheaper" and kept saying it and saying it until now stupid american consumers actually think lexus is a top luxury marque. i guess the yanks will accept anything that is spoon-fed to them by the excessive advertisements on their TVs. maybe soon car and driver will be doing comparisons between the 335i, the lexus is350, and the hyundai i3.35 or something... sad state of affairs.
Reply