Most of the time, the quality and the reliability of the vehicles do the talking for these automobile manufacturers. These vehicles are usually subjected to road tests, and often the commendation and the citations coming from respected publications and organizations such as Consumer Reports and government agencies like EPA are the ones that do the talking for these car manufacturers. Most of the time, expensive advertisements do the job of promoting these cars in the market. Now South Korean auto manufacturers had step up its promotion and now wanted to market the vehicles thru sports. Though this is new, what is new is the fact that these two South Korean companies are now more focused than ever and found sports as a viable medium to promote their brands.
Hyundai took the lead with its tie-up with Superbowl and it was reported that Hyundai’s recent Super Bowl ads yielded the positive impact on the brand among the consumers. This conclusion was produced thanks to the recent Nielsen Online Mega Panel Survey’s post game study that found out that around 43 percent of the respondents had improved their view on Hyundai. Another recent surver indicated that Hyundai netted a 45 percent increase in net brand improvement for its Genesis campaign. It was the goal of the bran’s marketing efforts to not only entertain but also to inform, to build awareness and position of Hyundai vehicles in the market.
Another Hyundai brand enters in an agreemet with a large sporting institution. Kia joined hands with NBA to promote the sport and the brand. Kia Motors America is now the official sponsor of the National Basketball Association. It can be noted that Kia has been in sports long enough and the brand maintains a sponsorship on the Australian Open and it even got Rafael Nadal to promote one of the brand’s model.