Hyundai has an­other think

Herald Sun - Motoring - - First Drive -

HYUNDAI has a new bot­tom line in Aus­tralia. It’s ‘‘New think­ing. New Pos­si­bil­i­ties’’, the lat­est global ad­ver­tis­ing slo­gan for the Korean brand.

The new think­ing is driven out of the US, where Hyundai is the fastest­grow­ing car brand and a chal­lenger to the lo­cal ‘‘big three’’, as well as Toy­ota and Honda, which have dom­i­nated pas­sen­ger-car sales for more than a decade.

Hyundai Aus­tralia is mov­ing quickly to the new ad­ver­tis­ing tagline, which takes over from ‘‘Drive your way’’.

‘‘We’re about to tran­si­tion to the new one. It’s a global roll­out,’’ says Ben Her­sh­man.

Hyundai has had a string of ad­ver­tis­ing taglines in Aus­tralia start­ing with ‘‘Say hi to Hyundai’’, which in­tro­duced the brand but also led to the wrong pro­nun­ci­a­tion of its name.

It was fol­lowed by ‘‘All dai, ev­ery dai, Hyundai’’ to get the name right.

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