The Automotive News article "Hyundai's False Start" published in the July 10 issue did not provide a balanced look at Hyundai's NFL partnership. Our marketing strategy has evolved for the modern shopper.
It was the day before the 2015 NFL draft in Chicago, and preparations were nearly complete for the announcement of a monster marketing deal: Hyundai's massive sponsorship of America's most popular sports league. Then a call came from South Korea.
Hyundai is trimming its U.S. car lineup as it gears up for the Kona subcompact crossover coming early next year. The stylish near-luxury Azera sedan is being dropped at the end of the 2017 model year after a decadelong trend of declining sales.