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Marketing Effort Part of Global Brand Management Strategy

By Published on .

DETROIT (AdAge.com) -- South Korea's Hyundai-Kia Automotive Group today said it will use separate slogans globally for its two car brands as part of a new global brand management strategy in its drive to become one of the world's top five automakers.

Hyundai said the global brand slogans will

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be integrated into all aspects of business, including product development, design, marketing and sales. They will be implemented in key regions, including the U.S., Europe and China. The slogans will help further differentiate the Hyundai and Kia in the mind of consumers.

The slogans
The auto marketer said Hyundai's worldwide slogan will be "Drive your way," to convey the brand's "refined and confident" brand attributes. Kia will use "The Power to Surprise," aimed, the company said, at embodying the "exciting and enabling" values of that brand.

In the U.S., independent agency Richards Group, Dallas, handles national and regional dealer creative. Kia Motors America recently retained independent David & Goliath, Los Angeles, as its creative agency of record after a review.

U.S. sales up
Each car brand has increased its sales here in recent years by selling reasonably priced vehicles and offering longer warranties than the industry's traditional three-year and 36,000 mile coverage. The automaker said its U.S. market share rose to more than 4% in the past few years.

Hyundai Motor Co. in Seoul acquired Kia Motor Corp. in late 1998.

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