Hyundai Motor America's new ad agency will try to establish a brand image that goes beyond the
10-year/100,000-mile powertrain warranty.
The head of the Richards Group, which won the Hyundai account on Monday, April 29, says his advertising will try to tap consumers' emotions.
"Hyundai is not just a warranty that happens to be surrounded by a car," said Stan Richards, principal of Richards Group of Dallas. "The next level is really finding an emotional connection between the buyer and the brand. People buy Hyundais for rational reasons, but there's another aspect that's important: They also feel really good about it. This is a brand to be proud of."
The choice of Richards Group surprised auto marketers as much as Hyundai's decision to entertain bids for the account in January. Hyundai's sales have risen - up 41.7 percent in 2001 - and Richards Group never has had an automaker's account.