Hyundai Explains New Brand Concept

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Hyundai Motor Company has officially announced its new brand direction and slogan at the 2011 North American International Auto Show in Detroit.

According to the auto firm, Hyundai’ new brand slogan will be “New Thinking; New Possibilities,” adding that the new slogan encompasses Hyundai’s new brand concept.

“Modern Premium,” which aims to provide customers with emotional value and experiences beyond expectations through new thinking and new possibilities.

The new brand direction also captures the spirit of change at the automaker, which has shown dramatic growth in all areas of business.

“Shifting market dynamics and customer needs are changing the meaning of `premium,’” Euisun Chung, vice chairman of Hyundai Motor said during a speech at the Detroit motor show.

A statement said that Hyundai would offer high-end, high-quality values at a surprisingly attainable price and values that customers never experienced or expected.

“This will not be limited to just the product, but throughout Hyundai’s entire business, operations and services. Hyundai’s new thinking and change in attitude has already been applied in various areas with proven results, such as the highly-successful `Hyundai Assurance Programme launched in the United States market last year and the 2011 Sonata, which shook up the mid-size family sedan segment with its dynamic `fluidic sculpture’ designs and unrivalled power-train package.

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