Marketing Hyudai
Introduction
Since the invention of the automobile in 1886, one of the triumphs of the modern industrial age, the world's top five automakers have had just over a century to achieve their current level of technologies. Hyundai Motor Company's corporate history is much shorter.
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967[1]. With the assistance of Ford Motor company, Hyundai Motor Company’s first model, the Cortina was released in 1968[1] [2]. In 1975, the company released their first Korean vehicle, the Pony with powertrain technology provided by Japan’s Mitsubishi Motors and the exports began in the following year to Ecuador and then to the Benelux countries [1] [2].
Starting from 1980’s Hyundai started exporting vehicles throughout Europe and the United States and in 1984, Excel was nominated as “Best Product #10” by Fortune magazine due to its affordability which was the first car that the company sold with front wheel drive[1][2]. The company began to produce models with its own technology in 1988, starting with the midsize Sonata [1].
In 1991, the company successively developed its first proprietary gasoline engine, the four-cylinder Alpha, and also its own transmission, thus paving the way for technological independence [1]. In 1996, Hyundai Motor India Limited (HMIL) was established with a production plant in Irungattukottai near Chennai, India [1]. During the late 1990’s, Hyundai underwent aggressive re-branding to become a more upmarket company by adding a 10-year or 100,000-mile (160,000km) warranty to cars sold in the United States [1][2] .
Chung Ju-Yung transferred leadership of Hyundai Motor to his son, Chung Mong-Koo in 1999[1]. Hyundai’s parent company, Hyundai Motor Group, invested heavily in the quality, design, manufacturing, and long-term research of its vehicles. In year 2000, Hyundai began manufacturing the Santa Fe, a 4-door SUV that featured
Since the invention of the automobile in 1886, one of the triumphs of the modern industrial age, the world's top five automakers have had just over a century to achieve their current level of technologies. Hyundai Motor Company's corporate history is much shorter.
Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967[1]. With the assistance of Ford Motor company, Hyundai Motor Company’s first model, the Cortina was released in 1968[1] [2]. In 1975, the company released their first Korean vehicle, the Pony with powertrain technology provided by Japan’s Mitsubishi Motors and the exports began in the following year to Ecuador and then to the Benelux countries [1] [2].
Starting from 1980’s Hyundai started exporting vehicles throughout Europe and the United States and in 1984, Excel was nominated as “Best Product #10” by Fortune magazine due to its affordability which was the first car that the company sold with front wheel drive[1][2]. The company began to produce models with its own technology in 1988, starting with the midsize Sonata [1].
In 1991, the company successively developed its first proprietary gasoline engine, the four-cylinder Alpha, and also its own transmission, thus paving the way for technological independence [1]. In 1996, Hyundai Motor India Limited (HMIL) was established with a production plant in Irungattukottai near Chennai, India [1]. During the late 1990’s, Hyundai underwent aggressive re-branding to become a more upmarket company by adding a 10-year or 100,000-mile (160,000km) warranty to cars sold in the United States [1][2] .
Chung Ju-Yung transferred leadership of Hyundai Motor to his son, Chung Mong-Koo in 1999[1]. Hyundai’s parent company, Hyundai Motor Group, invested heavily in the quality, design, manufacturing, and long-term research of its vehicles. In year 2000, Hyundai began manufacturing the Santa Fe, a 4-door SUV that featured