Seeking more customers for its upscale Genesis, Hyundai is relying on a tried-and-true interest of affluent shoppers: golf.
Hyundai has hired golf personality David Feherty, a star of the Golf Channel on cable TV. He will be Hyundai's golf ambassador, appearing in TV ads, making public appearances and working with social media.
The deal is part of a broader effort to improve premium-model sales under the Hyundai brand umbrella. That's a challenge because Hyundai is primarily known as a mass-market brand.
"When you look at our lineup, we've got cars that stretch from millennials to premium" buyers, said David Matathia, Hyundai director of marketing.