Hyundai Motors

Hyundai Motors – Penetrating Europeans’ Emotion

As a Korean student, I see pleasant cars on American roads: Hyundai models. It is very surprising how Hyundai Motors has grown so rapidly. Today, many experts analyze Hyundai Motors as a ‘successful expansion’ from South Korea. Hyundai has grown as the top of 3 major vehicle sellers within South Korean market and its cooperation is trying to expand its playground. William J. Holstein, a contributing editor to ‘strategy+business,’ stated that “building in large part on its North American success, Hyundai is rapidly moving to a global scale.” He continued, “the company now sells more vehicles in China than it does in the U.S., thanks to an aggressive expansion of manufacturing and design capacity there.” As Hyundai has established strong and static market shares in two big Asian markets; India and China, it turns its greedy face to Europe. William gave a huge credit to Hyundai by stating that “Peugeot, Citroen, and nearly all other automakers are losing money in Europe–and suffering from a glut of excess capacity–new Hyundai and Kia (the company under Hyundai cooperation) dealerships are popping up throughout the continent.” Hyundai, now, makes up its company as the fifth-largest automaker in the world. These statements that I mentioned earlier are quite enough to express Hyundai’s strong competitive position over its major competitors under same segments.

Many experts consolidate the basic of Hyundai’s rapid expansion as its creative marketing strategies and strong marketing mix. According to William, Hyundai’s “explosive growth in the last few years–achieved through better quality, stylish design, and clever marketing–has made it a dynamic player in the U.S. auto industry.” And, its dynamic features have amazed other foreign market consumers. Hyundai chose ‘HME marketing group’ as their knife to penetrate markets. The company consistently stimulates consumers by emphasizing various features that it’s been...