Hyundai Motor America plans to double its Internet advertising budget in 2008 in a bid to reach the large percentage of potential buyers who research the brand online. "We see the Internet as a core of our marketing effort," says Joel Ewanick, Hyundai's vice president of marketing. "It is the way we will build the brand."
Ewanick, 47, joined Hyundai in February from the Richards Group, Hyundai's former advertising agency. He discussed Hyundai's marketing plans with Staff Reporter Mary Connelly.