In the year to come, Hyundai will spend in between $500 and $550 million for only two of its upcoming models: the new Sonata and the new Tucson. Overall, the entire marketing budget for Hyundai is expected to remain roughly the same as in 2009.
"We're going to make a significant push in the mid-sized segment with the Sonata. This is a great opportunity for us to solidify our market share," Joel Ewanick, Hyundai vice president of marketing told Autonews.
Most of the money to be spent on advertising will go to televised ads, with a heavy emphasis on sporting events. Hyundai will be present, with its adds, in the Super Bowl, the next year's soccer World Cup, while it will continue to sponsor the Academy Awards.
Alongside the "raising awareness efforts," Hyundai has already announced its plans to become the world's no.1 producer of green vehicles, in their 2009 Sustainability Report. The Koreans plan to bring new, "fuel-efficient and eco-friendly cars and products" which will allow them to reach a fleet average of 5.7l/100 km (41 mpg) by 2015.
The Koreans impressed so much this year that they even drew admiration from competitors. Honda Motor CEO Takanobu Ito even said at one time they're "awesome."
"Hyundai is awesome. They are undoubtedly a threat because their products are cheap, and the quality is improving. "
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