Hyundai: Kona

Hyundai, the car company, launched the Hyundai Kona successfully in Australia.

Executive Summary

By the time Hyundai launched its first small SUV in 2017 it was 7 years late to the thriving category, which had grown from 0% to 11% of total car sales1in that time. The strategy was to shake up the style-obsessed category, injecting...