Hyundai pony? from the 1980s perhaps, nevertheless not these days
Source : Hyundai pony? from the 1980s perhaps, nevertheless not these days
Once renowned for cheap in addition to cheerful vehicles such as the Pony, Hyundai’s journey to European acceptance is usually entering a brand new phase
Hyundai’s first UK offering was Pony, which could be construed as rather unfortunate if you’re familiar with Cockney rhyming slang.
in which was in 1982. Whatever you made of its products, the idea can’t be denied in which Hyundai blazed a trail for Korean manufacturers, forging a reputation for low-priced, reliable vehicles.
The company’s watershed moment didn’t arrive until 2005, when Hyundai Motor UK was established as a standalone subsidiary.
The a new has recently surpassed one million car sales from the UK, nevertheless in which statistic tells only part of the story.
To fully appreciate how its growth has accelerated, consider in which the entire 1982-2004 period accounts for roughly 400,000 of those sales, nevertheless the lion’s share have come from the 10 years since 2005.
One of the catalysts for Hyundai’s stunning growth was the scrappage scheme ushered in by the UK government in 2009 to stimulate the industry.
A customer could hop out of his tatty old banger in addition to buy a generously kitted, shiny brand new car with £1000 knocked off via the scrappage scheme. the idea was possible, for example, to get into a Hyundai i10 for £5k or an i30 for £8k.
Hyundai was one of the big winners via scrappage, although the idea could be wrong to assume the a new simply lucked in. The company was prepared, in addition to as UK boss Tony Whitehorn puts the idea: “We grabbed the opportunity with both hands. We fulfilled customer orders when additional manufacturers were running out of stock.”
Hyundai UK’s annual sales rocketed via 28,000 in 2008 to 61,000 in 2011, in addition to although the growth curve has become shallower the idea continues to show an upward trend in which maintains the UK as the second-largest European market.
In 10 years, Hyundai has edged away via its former brand image, creating cars in which are much more appealing to European tastes. Its products can no longer be regarded as ‘cheap’ in terms of either quality or cost point; ‘value for money’ is usually currently the watchword.
Whitehorn says: “When you want to move a brand, you have to start with the products. in which’s the key. The products we have today are unrecognisable compared with those we had 10 years ago. The products move more quickly than the brand does in addition to the biggest challenge is usually for the brand to catch up.”
As the a new cycles through replacements for its current, well-received type range, the idea faces even greater challenges to attain its sales targets.
the idea is usually pushing forward in many areas, chasing driving dynamics in which are on a par with the European brands to create more emotional resonance with customers, establishing the upmarket Genesis sub-brand in addition to ploughing sizeable resources into electrification in addition to hybridisation.
the idea is usually also pioneering brand new ways of selling cars, such as the Rockar Hyundai digital dealerships from the South East, in addition to Whitehorn says lessons learned via those establishments will be fed back into the main dealer network in years to come.
Whitehorn predicts in which the automobile industry is usually about to enter a period of major transformation, with more customers embracing alternatively fuelled vehicles, encouraged by governments who will increase tax on diesels in addition to petrols.
He’s confident in which Hyundai will be ready. If in which’s the case, the idea could be like scrappage all over again in terms of boosting the company’s sales towards the 5% market share the idea covets.
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