Hyundai Motor Europe is looking to build on its recent sales success by improving its brand image across Europe.
The company has appointed Corporate Edge to help it gain an insight into how the brand is perceived in the European market. The appointment signifies Hyundai’s plans to grow the brand further in Europe.
Although Hyundai’s European sales have increased significantly in the past year, research shows the brand still has an unclear image among distributors, dealers and consumers. Corporate Edge will look at how the brand is presented across the continent. Chairman Chris Wood says: “Hyundai is a rising star in the automotive market, but the brand still needs to develop in Europe.
“We will be working with HME to ensure that its brand image is consistent and powerful, and works to drive the customer to a purchase decision,” he adds.
Hyundai is the seventh-largest automotive company in the world, but it has stated its ambition of becoming a global top-five car maker by 2010.
Hyundai Motor UK named Toyota GB operations director Tony Whitehorn as its managing director last month (MW November 10).
Whitehorn replaced David Walker, who left the company after 21 years earlier this year, following its takeover by HME (MW June 16).