Hyundai wants to reach out to consumers in Europe and to do that, it has acquired the services of soccer stars. The automaker has been increasing its sponsorships in soccer. Germany's Lukas Podolski and France's Karim Benzema are now part of Hyundai’s marketing campaign that focuses on the European championship, the biggest tournament in the region.
Hyundai is hopeful that with this move, it could connect with Europeans. Mark Hall, head of marketing for Hyundai in Europe, said that one of Hyundai’s challenges is that people don’t get attached emotionally to the brand since it’s considered Asian. Hyundai thinks that by getting involved in these people’s passions, it could help close this gap.
Hyundai and Kia are strengthening their moves to reach European consumers in order to extend its expansion. Its methods include low prices, long warranties and low-cost manufacturing. Due to these efforts, Kia is the only volume automaker to record a sales increase in this region this year, taking some of the sales away from local brands, according to auto industry lobby ACEA.
Through May, Hyundai's sales increased by 9.8%. Meanwhile, Kia rose by 24.6% in the same period. Fiat Group experienced a 16.6% decrease while French manufacturers PSA/Peugeot-Citroen fell by 14.9% and Renault had a 19.4% decline.
General Motors' European sales, which include the Opel brand, fell by 11.2%, while Ford dropped 8.2%. Volkswagen sales, the biggest carmaker in the region, recorded a 1.9% decrease. Tim Schuldt, a Frankfurt-based analyst at Equinet, said that Kia and Hyundai are reaping gains because of the lower costs while being vastly improved when it comes to quality and technology.