Hyundai moves up in the automotive world, featured in competitor's advertising

**KennysGCoupe** · 09-01-2009 12:15 AM

Advertisements for Korean automaker Hyundai's products often focus on cars made by someone else.

"The Sonata costs less than the Camry and has a longer warranty!" "The Azera has more interior room than the BMW 750i!" And so on.

The purpose of this type of ad is simple: to positively associate the product that's considered the inferior good with the more established and respected competitor.

And now, perhaps for the first time, Hyundai is finding itself on the other end of one of those ads.

General Motors, boasting its fuel efficiency, chose five competitors to illustrate its point that Chevrolet has more cars that get at least 30 miles per gallon than any other brand on the market.

Toyota and Honda were the obvious benchmarks for this magazine ad, and Nissan was another shoe-in. Volkswagen followed, as a brand known best for its compact cars. But Hyundai -- only recently the synonym for "cheap car" in jokes or insults -- joined the roster, too.

For the moment, let's ignore the misleading nature of the ad (GM counts multiple versions of cars as their own distinct models to inflate Chevrolet's 30-mpg club) and look at what this means for Hyundai: General Motors is trying to benefit by associating itself with Hyundai's positive image.

There's been a pretty strong critical consensus in recent years that Hyundai makes quality automobiles. Several Hyundai models have inched their ways towards the tops of their classes, from the lowly Elantra to the new luxury Genesis. But this advertisement illustrates something far more meaningful than Hyundai's impressive roster of awards and accolades. It doesn't just mean that GM thinks Hyundai makes good cars, it means that GM thinks the general public thinks Hyundai makes good cars.

The design of this type of advertisement is to compare yourself favorably to a respected peer. If your advertising boasts that you're better than a something no one has any regard for ("The Mercedes-Benz S550 has more standard horsepower than the Chrysler Sebring!") you look foolish.

When your competitors respect you enough to put you in their ads, you've moved up in the world. Hyundai, welcome to the big leagues.

Hyundai moves up in the automotive world, featured in competitor's advertising

**CMcCane** · 09-01-2009 07:39 AM

I don't give a shit about gas mileage really. I wish the rest of the car makers would make fun sporty cars and not stupid economy crap boxes.

**Codefox** · 09-01-2009 08:37 AM

lol, well, I don't care about mileage either but it is an important measure if you're not buying a sporty car. We do have plenty of sporty options...its good that there are cars out there for people who care about other things.

**drcasey** · 09-01-2009 11:47 AM

Originally Posted by CMcCane

I don't give a shit about gas mileage really. I wish the rest of the car makers would make fun sporty cars and not stupid economy crap boxes.

WHOA, get a grip. There's nothing wrong with economy. There's plenty of room for all types of cars. Just because you don't want one doesn't mean it shouldn't be built. I got a coupe, my wife has a Prius and we have a Mazda SUV. I like all three for different reasons..

**CMcCane** · 09-10-2009 11:07 AM

haha i did go off a bit there didn't I?

**Gencoupe** · 09-10-2009 12:22 PM

Originally Posted by CMcCane

I don't give a shit about gas mileage really. I wish the rest of the car makers would make fun sporty cars and not stupid economy crap boxes.

I just laughed out loud to that =)

**KennysGCoupe** · 09-10-2009 01:56 PM

Originally Posted by CMcCane

I don't give a shit about gas mileage really. I wish the rest of the car makers would make fun sporty cars and not stupid economy crap boxes.

Originally Posted by Gencoupe

I just laughed out loud to that =)

^^^^ Agreed. Pretty damn funny, but it's true IMO. Thats what makes the world go around, not everyone wants a damn Prius or Suburban... Some people like us GC owners/enthusiasts want a good sports car.

**CWLTT** · 09-11-2009 08:17 PM

i laugh at the gm commercials about mpg bc their best beats the base of others, but doesnt beat the best of their competitors, so pretty much all their commercial are false adver. my mother does all the adv. for toyota trucks in NA, and she sends me info on stuff like this all the time, it is nice to see that "big or respected" auto makers are finally accepting Hyundai as a true competitor.

it is funny my friend has a Acura RSX S model and he kept giving me shit about me getting a Hyundai genesis, but the other day he test drove the coupe and he said it was the shit he said he might convert to kdm'ism... he said he was surprised how fun it was to drive and that hyundai has def. gone up in respect with him... this is nice bc i have like hyundai for a good while, and it is nice to see them getting some well deserved rep.

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