Hyundai Tucson: Change is Good

This case study explores how the South Korean car manufacturer Hyundai launched its new SUV across Europe with an emphasis on strength of character and a willingness to evolve.

Hyundai Tucson: Change is Good

Campaign Background

Hyundai intended to launch the third generation of its mid-sized SUV Tucson with a big bang because it was aiming to become a hit in the market. This is no exaggeration. It reflects the self-confidence of a car manufacturer that became one of the world's largest automakers in little more than an eye blink in automotive terms.

The development of a strong and distinctive design identity played a vital role in achieving this success. In 2010, came Fluidic Sculpture 1.0, a revolutionary design concept that easily reflected the ambition of Hyundai to build...

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