Subject category:
Strategy and General Management
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Topics:
Hyundai Motor Company; Global sales of Hyundai Motor Company; Hyundai's entry into the US car market; Hyundai's initial hurdles in the US car market; Brand building exercise of Hyundai; Hyundai's sponsoring of global sporting events; JD Powers and Associates ranking of Hyundai; Hyundai's US sales over the years; Hyundai's product line-up; JD Powers and Associates initial quality survey 2004; Hyundai's efforts to ramp up its quality and brand
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Abstract
When Hyundai launched its vehicles in the US market in the mid-1980s, it faced serious problems with its product quality and within no time, came to be known as the manufacturer of cheap but poor quality and unreliable cars. However, since 1999, Hyundai has made a significant improvement in its product quality and brand image and came second only to Toyota in ''JD Power and Associates'' initial quality survey in 2004 with 102 problems per 100 vehicles. The case highlights the global branding strategies of Hyundai, which helped it to transform its image from a late-night talk show joke to a value-priced alternative to Japanese sedans and sports-utility vehicles.
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Abstract
When Hyundai launched its vehicles in the US market in the mid-1980s, it faced serious problems with its product quality and within no time, came to be known as the manufacturer of cheap but poor quality and unreliable cars. However, since 1999, Hyundai has made a significant improvement in its product quality and brand image and came second only to Toyota in ''JD Power and Associates'' initial quality survey in 2004 with 102 problems per 100 vehicles. The case highlights the global branding strategies of Hyundai, which helped it to transform its image from a late-night talk show joke to a value-priced alternative to Japanese sedans and sports-utility vehicles.