Hyundai shifts marketing gears

Stephen Whiteside

Hyundai, the carmaker, has transformed its approach to marketing in order to reflect changing realities in the automotive space.

Hyundai is shifting through gears as it adapts to changing realities on the marketing roadmap.

Dean Evans, CMO, Hyundai USA

"We've had to re-engineer the model more than ever before to not just get more marketing efficiency, but also [to] portray a 'better' brand to the consumers in the marketplace," Dean Evans, CMO/Hyundai USA, explained to delegates at CES 2018, an event held by the Consumer Technology Association (CTA).

As part of this process, the role of television is changing in the automaker's media mix. In the recent past, Evans reported to the Las Vegas audience, dealers would simply run...

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