A well-known Spanish car brand recently announced that they would cease sales of their vehicles in South Africa by the end of 2008. This decision has undoubtedly left the 2600 consumers that purchased the vehicle literally abandoned by the brand and very disgruntled.
Hyundai, who are ranked as one of the top 5 selling passenger car brands in South Africa decided to respond to the demise of the brand in SA by placing a bold and cheeky tactical print ad in the Sunday Times and Rapport on Sunday, appealing to former owners of the Spanish car brand to consider purchasing a Hyundai.
The ad's headline reads: “Got yourself into sh#@t?” Below this it says: “*pronounced seehât.” The ad then refers to the current economic landscape and the fact that during this time, value for money and reliability are important considerations when buying a new vehicle. It then goes on to list the benefits of owning a Hyundai, from the five-year warranty to the excellent resale value.
It positions Hyundai as a reliable and cost effective vehicle to purchase, especially during these turbulent times when a luxury vehicle is simply not an option. Hyundai sees those who have been let down as potential customers that they would like to do business with.
“With the current economic climate that we are in and the negative impact that it has had on car sales, it is imperative for us to retain our existing customers as well as convincing potential customers of the ongoing benefits of the brand,” comments Stanley Anderson, Marketing Director of Hyundai SA. “Our objective with this ad was to simply provide the consumers with the facts about the brand with no frills.”
The message to unsatisfied consumers and potential buyers in general is that car brands have an obligation to look after their clients and that Hyundai is able to offer this and more.