Hyundai – Smart is In

Agency: Bensimon Byrne

Section I – BASIC INFORMATION

Business Results Period (Consecutive Months): July 2008 – June 2010

Start of Advertising/Communication Effort: July 2008

Base Period as a Benchmark: Calendar 2007

Geographic Area Covered: Canada

Annual Budget Range: Over $5 Million

Section II – SITUATION ANALYSIS

a) Overall Assessment

During the global recession of 2008 – 2010 few consumer categories were as brutalized as the auto industry. In 2008 sales declined 17% (vs. 2007) and in 2009 they were down another 10.7%. Toyota and Honda suffered monthly sales drops in the double digits and GM & Chrysler went into bankruptcy. Despite this, one automaker not only managed to survive but thrive. In 2009, Hyundai Auto Canada sold over 100,000 vehicles for the first time, with 28% volume growth VYA in a market down 10.7%. Share jumped from 4.9% to 7.3%.