FPHyundai

National Post (Latest Edition) - Financial Post Magazine - - FP EXECUTIVE -

It won’t show up in sales be­cause the chal­lengewe­face­when­it­comesto­vol­umeis thatweare70%carsand30%SUVsandno trucks,whilethe­mar­ketis70%truck/SUV and30%cars.Weal­so­havethe­newElantra com­ing­sothedeal­er­sare­sellingoffthe­ol­d­er­model,sothemix­isoff.Tho­seis­sues­goin cy­cles.Our­sale­sare­down,butwe’reachievin­gourob­jec­tives.We’rerighton­tar­get­for the plan we set in place for 2016 and we’re on­tar­get­for2015even­thoughour­num­bers were­down­just­s­lightly.We’re­on­track­from a sales per­spec­tive, but that doesn’t tell us if we are from a brand per­spec­tive. For that, we use out­side re­search: Mill­ward Brown, J.D.Power,anum­berof­sources­thatwego to­gauge­both­cus­tomeren­gage­men­taswell as­brand­per­cep­tions.In­thosear­eas,ev­ery­thingis­movingintheright­di­rec­tion.

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