Hyundai VP marketing on Genesis

Posted on Saturday, 3 January 2009 , 07:01:21 byEmil

Filed under hyundaivpmarketinggenesisluxuryHyundai

Hyundai VP marketing on Genesis

When the upscale sedan Genesis was introduced by Hyundai, critics were quite skeptical of the ex bargain-basement ability of the brand to sell some luxury auto, competing against well known rivals from Europe and Japan; according to Joel Ewanick, Hyundai VP of Marketing, the carmaker has really succeeded. J. Ewanick sat down recently with some marketing publication and talked about Genesis.

In a MediaPost Marketing Daily's interview, Ewanick affirmd that Genesis helped with the consumers perception of Hyundai.

“When I was doing [Hyundai brand] research five or seven years ago, the responses were polarized; we had a good group of supporters and a strong group of detractors,” said Ewanick. “Now what has happened is we have seen both positive and neutral perceptions grow, and negatives decrease.”

On the Genesis buyers subject, Ewanick said 40 % came from the luxury brand clients - Mercedes-Benz, BMW, Porsche, Lexus - and that the amazing 90 % didn't came from the brand but entirely from the outside.