Hyundai revs up on style to reposition the brand

The Korean auto major looks to upgrade the brand's status and experience

When Hyundai Motor first drove into India, the company’s focus was primarily on brand penetration but today, over two decades later, the company is repositioning the brand within what it calls the ‘modern-premium’ framework. The company defines this as a space that lets consumers into an upgraded experience without altering the price-value equation, thereby hoping to attract new customers without alienating its old clientele. To that end a new digital campaign with popular stand-up comic artists has been launched and the company, over the past year, has been overhauling its product offerings, sales and service platforms.

“Hyundai’s brand direction ‘modern