World Cup sponsor Hyundai’s European marketing boss steps down

World Cup sponsor Hyundai’s European marketing boss Mark Hall is stepping down for ‘personal reasons’ just as the tournament kicks off. 

Video: Hyundai kicks off its World Cup marketing campaign

Hall joined Toyota in 2010 as UK marketing director before being promoted to vice president of European marketing a year ago. He has previously held positions at Lexus, as well as a number of sales and marketing positions within Toyota both in the UK and Europe.

Hyundai says Hall will be leaving his role with immediate effect, with chief operating officer Allan Rushforth taking over his responsibilities on an interim basis. The car marque does plan to replace Hall and is currently searching for a permanent replacement.

Hyundai has been an official sponsor of the Fifa World Cup since 2002 and recently agreed to stay on until 2022. This year, it has shifted its marketing strategy away from raising awareness of the brand to building a “sustainable fan base” with a social media push targeting armchair football fans.

Hyundai’s European sales have struggled despite an uptick in the car industry since the start of the year. Its sales dropped 2 per cent to 144,556, despite total car sales increasing 7 per cent, according to industry body the European Automobile Manufacturers’ Association.

Its market share has also dropped in the UK to 3.25 per cent in May, from 3.46 per cent a year ago, according to figures from the Society of Motor Manufacturers & Traders.

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