Hyundai – Smart is in

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): July 2008 – June 2009
Start of Advertising/Communication Effort: July 2008
Base Period for Comparison: Historical Comparisons

a) Synopsis of the Case

This case can be summed up in one thought:

If more people drove better cars from Hyundai, we could convince more people that Hyundai made better cars.

Hyundai has been in Canada for 25 years and has been a moderately successful import. By 2008, it had a 4.9 market share, placing it just behind Nissan and Mazda, but well behind Toyota and Honda that Hyundai benchmarks itself against.