Hyundai is getting set to launch two thirty second spots regarding its luxury Genesis for 2009. The spots will air during the 2009 Super Bowl.
Along with the Super Bowl spots, Hyundai is shifting its marketing partners from Goodby, Silverstein and Partners to the World Marketing Group. While Goodby and Partners have not been cut loose entirely, the creative duties will fall mainly with the World Marketing Group. Hyundai will continue to work with Goodby somewhat.
“This whole thing has been blown way out of proportion,” Hyundai marketing chief Joel Ewanick said. “Yes, we are going to transition to our international partner World Marketing Group, which already manages our media buys. But we are going to continue to work with [Goodby] for some time.”
Goodby will be handling Hyundai’s Super Bowl spots and will be articulating the latest Genesis campaign in creative terms. The Genesis will need all the help it can get, too, as its sales have been less than ideal. For Hyundai, the car is a risk because the company is mostly known for its lower-priced vehicles. By having a luxury car on the docket, Hyundai runs a serious risk if the car doesn’t do well.
The Super Bowl spots and Hyundai’s other marketing plans are obviously very important. For more information on the other cars on the docket or on the company’s future plans, head on down to your local Hyundai dealer today.
November 13th, 2008 at 8:15 pm
I think the economy is the biggest factor in the less than stellar sales. But I think Hyundai deserves a good clean higher end car and the Genesis is a great car with a affordable price tag.
A lot less than the prices of the cars it’s being compared to like Mercedes, BMW and Lexus.
I guess we’ll see what the Super Bowl spots bring in regards to the awareness of the Genesis.
John