Beginning of a new year is the time for global companies to introduce or at least announce new changes in their business tactics. Starbucks has changed its logo and declared its commitment to get out of the circle, and Hyundai is unveiling its new motto. The database of the brand’s slogans now welcomes a newcomer, ‘New Thinking. New Possibilities,’ which comes as part of the auto maker’s new brand concept, ‘Modern Premium.’
Image Courtesy: www.worldwide.hyundai.com, basic configuration
The new strategy is based on a concept which is revolving around the idea that comfort and reliability, high-end, high-quality values do not have to cost more than consumers with an average level of income can afford. The brand is focused on providing its consumers with only the best-quality products and services, which mirror Hyundai’s pledge to adopt new thinking and offer increased possibilities.
Image Courtesy: www.worldwide.hyundai.com, combination of the brand slogan and signature
According to the company’s official press release, “Hyundai’s new thinking and change in attitude has already been applied in various areas with proven results, such as the highly-successful `Hyundai Assurance Program’ launched in the U.S. market last year and the 2011 Sonata, which shook up the mid-size family sedan segment with its dynamic `fluidic sculpture’ designs and unrivalled powertrain package. Genesis, which won the prestigious North American Car of The Year award in 2009, also redefined luxury with its attainable price compared to its award-winning powertrain and advanced audio and convenience features.”
The latest additions to the brand’s portfolio are being introduced at the 2011 North American International Auto Show in Detroit open January 10-23. There, the South Korean automaker is showing its new model Veloster, a three-door compact coupe. Following this presentation, Hyundai will also unveil its HCD-12 Curb concept vehicle at the expo.
“Today, customers do not believe that expensive cars with unnecessary technology are premium,” commented Euisun Chung, Vice Chairman of Hyundai Motor said during a speech at the Detroit motor show. “Instead, they want their core needs fulfilled at an accessible price and with a car that exceeds their expectations; a car that reflects their values and the times in which they live. Hyundai is not just a company that makes cars. Hyundai is a company that creates new possibilities. Our goal is not to become the biggest car company. Our goal is to become the most-loved car company and a trusted lifetime partner of our owners.”