Hyundai = Quality: "Think About It" or "Forget About It?"


What do you do when consumers like the products you make… until they find out you made them? That is a problem facing South Korean automaker Hyundai. Research about attitudes toward Hyundai has found more than 2/3 of consumers like the styling of Hyundai models, that is when they see the models without the Hyundai nameplate on the cars. When the same cars are shown to consumers with the Hyundai nameplate visible, that percentage shrinks to barely 1/2. Hyundai is attempting to reshape attitudes with a new campaign titled “Think About It.”

Hyundai fares well in quality ratings for its models. Unfortunately, while Japanese brands have enjoyed quality reputations, Korean brands such as Hyundai and Kia have been unable to create the same brand beliefs. “Think About It” is a campaign designed to persuade people that Hyundai’s quality should be perceived as on par with brands such as Toyota and Honda. It will be a challenge to shift consumers’ perceptions about Hyundai. On one hand, buying a car is a purchase decision that usually involves a more extensive information search. This extensive search could include learning that Hyundai offers high quality models. On the other hand, consumers may not let go of long-held beliefs that Hyundai is not on the same plane as Toyota and Honda. Or, consumers may be reluctant to take the risk and spend thousands of dollars on a car that they have not previously perceived as high quality. Lower priced items like consumer electronics- maybe, but a purchase decision that they have to live with for several years? Link

Author: Don Roy

Don Roy is a marketing educator, blogger, and author. His thirty-year career began with roles in retail management, B2B sales, and franchise management. For the past 22 years, Don has shared his passion for marketing as a marketing professor. Don's teaching and research interests include brands, sports marketing, and social media marketing. Don has authored over 20 articles in scholarly journals, co-authored two textbooks, and self-published three books on personal branding. Don is an avid hockey fan and enjoys running. He and his wife, Sara, have three sons.

3 thoughts on “Hyundai = Quality: "Think About It" or "Forget About It?"”

  1. I think Hyundai made the wrong first impression. It came out targeting the lower income families. When you think of low prices you think of low quality. For example, Walmart, they have low prices but the quality is not so good- majority of their goods are from China!!
    Pretty soon Chinese cars will be available in the US…warning, don’t lick the paint!!!

  2. When buying a car people are spending thousands of dollars and they don’t want to buy a car that will give them a lot of trouble.

    With Toyota and Honda they have the reputation of being dependable cars that will last you a long time. The price reflects on it too. With Hyundai their cars are somewhat cheaper and in peoples mind they think that means a car with less quality.

  3. Before making a car purchase most people are very well informed on what brand, style and safety features it has. Hyundai was not on my list of cars to buy, even after i decided to buy a second car this past year.

    My first car is a toyota and it’s a dependable little 2 door car that i like to drive to school because of the gas mileage and the second car, a family sort of car, 4 door buick mainly for its features (custom edition) comfortable for those long road trips.

    I believe people who take off the symbols of their cars are ashamed to let others know the brand they drive. Yes Hyundai may be a high quality car in the future but as of right now it is still perceived as Kia is as well, low quality. That is not to say they are not nice cars, i know 2 people who own Kia and Hyundai and their 100,000 miles/5 year warranty and the price of the car (brand new car, less expensive) is what made them change their mind and purchase them.

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