Tag Archives: Hyundai
Car ads make a big comeback at this year’s Super Bowl
On February 6, 2011, more than 15 car commercials are scheduled to be shown during the SuperBowl XLV to be held in the Dallas Cowboys Stadium, USA. So if you’re one of those fans who watch this much-celebrated sports event not just for the game, but for the commercials—you’re in for a treat because the biggest carmakers are set to battle in their own field, as they dominate the advertisements’ airtime spots.
This of course, is making a lot of buzz, especially because car ads have sort of been in absence when these companies were hit with their respective crises. And to get even more out of this buzz, the commercials are currently enjoying countless thousands of views on YouTube even before the big game.
As of late, there are eight brands confirmed as advertisers. This list is lead by German brands Volkswagen, Mercedes Benz, BMW and Audi. Also included are US giants General Motors and Chrysler, and Korean brands Hyundai and KIA. Some of these carmakers are even buying more than the usual 30-seconder slot, which even heightens the excitement factor.
It should not be a surprise to see that more than 50% of the ads are from German brands. These European players have been on a roll in the US market for a while now, and they are breaking their sales records. Earlier reports have claimed that Audi is on its way to exceeding over 100,000 cars sold—its first time in the US. Mercedes-Benz, for its part, will be joining the pack and showing its first Super Bowl ad throughout its more than 100-year history. Volkswagen, like what it has done in the past, is targeting younger audiences with a rather cute campaign. This year, these German players want to keep their good sales momentum, so airing their advertisements during the Super Bowl makes complete sense.
It will be remembered that last year, both Audi and Volkswagen had memorable Super Bowl ads which doubled as social media campaigns. They were known to use a bit of humor which made them stand out from the usual action-laden, technology-savvy themed advertisements, so fans are excitedly awaiting this year’s offering.
It is also expected that Korean brands KIA and Hyundai will present cool commercials, as they have already done in the past. And after a not so great ad last year, Chrysler may have something to prove this year. Same goes for GM, which relatively speaking, has come a long way from where they were during crisis times.
While it is definitely good news to see these carmakers make a Super Bowl comeback, it would certainly be interesting to watch what they will do to stand-out from all the rest. With as many brands advertising in the same program block, time will tell if the price of those ad slots will be worth it. After all, in the end, it’s the sales figures that count.
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GM CEO Reveals New Customer-Focused Strategy
In the last two decades or more, the senior managers at General Motors Co. have had their focus on making products that fit the production capabilities of their plants, rather than highlighting the needs and wants of their customers. Then came the heavy debt load and ballooning costs of health care, as well as the surplus of well-paid workers—GM was in deep trouble.
But after this much talked about bankruptcy and the much needed restructuring that followed, GM was able to get rid of the many contractual and financial obligations that were weighing this automotive giant down.
Now, its new CEO Dan Akerson is initiating a major shift in focus: a customer-centric orientation.
The new direction means that GM is now free to design cars that appeal directly to customers. With its recent recovery in sales, the company can now introduce new models faster, as well as strengthen its overall advertising efforts and reinforce GM more as a marketing organization.
Joel Ewanick, GM’s first ever Global Chief Marketing Officer, claims that this shift in focus is a rare opportunity that GM is capitalizing on now that they have the momentum of having rising profits (after six years) and newly-introduced models that have become sales hits. They are hoping this momentum would drive them to build cars that people would want to buy, rather than cars that the company needs to sell. This new appointment is just one of Akerson’s strategies to reshuffle GM, which has had four CEOs in less than two years.
Ewanick has been known mostly for building Hyundai’s growing presence in the U.S., and his new task at GM is to elevate the consumer’s point of view into GM’s product planning and strategic decisions, gathering top management support along the process. Also part of this new job is to gather customer feedback through his staff and communicate these to the product team.
Some of the results of the focus group discussions initiated by Ewanick include bolder style and design improvements to grab the attention of the more modern buyers of today. Part of this will be adding more creature comforts and innovative parts throughout the car. Another is the direction to officially move Buick from the “near luxury” to being a luxury brand. Now, Buick is set to directly compete against Lexus, with an understated luxury approach.
Of course, even with all these improvements, GM still has a long way to go if they want to regain the leadership that they have held and lost.
Still, it is worth seeing what this determined automaker has in store for the next couple of years, both in terms of its revised strategies as well as its new product offerings.
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