The campaign will maintain Hyundai's attempt to move its brand upmarket and give its marketing a more European feel. The shift in positioning will be reflected in a rise in prices.
The pitch was contested by agencies from Hyundai's main European markets, including its UK agency, VCCP, in a similar approach to that used last year by sister marque Kia for its Sedona MPV and Sorrento 4x4 models.
Last year Hyundai sold just under 36,000 cars in the UK, 3% down on 2005, although its share rose to 1.5%, according to the Society of Motor Manufacturers and Traders
The pan-European pitch, the first Hyundai has held, was handled by its in-house agency Innocean.
- More control, less balance, page 20.
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