The Genesis Factor?

[moose66]

This may or may not be directly attributed to the Genesis. But I would bet the farm that it is!

http://www.usatoday.com/news/snapshot.htm?section=M&label=2009-12-07-vehicles

 

[Mark_888]

I don't see how the increase in market share could be directly related to the Genesis. The number of Genesis units sold is a drop in the proverbial bucket compared to the overall Hyundai sales.

Hyundai's market share gains have largely come about by the innovative marketing campaigns. First it was 10-year 100K mile warranty, and more recently the Buyers Assurance plan. Hyundai has at the same time improved their bread and butter product line, particularly the Sonata and their SUV's, in the last few years, both of which have been well received by the auto press. And being at the low end the price range in most categories doesn't hurt in a recession.

By the way, where is your farm (now mine) located?

 

[sandy]

As Mark implies, no single element is responsible for the share gain. Hyundai has been doing so many things right...with perfect timing and execution. But you can't discount the Genesis contribution. Not in unit sales, but in the tremendous positive attention it's generated for the entire Hyundai brand, by providing the basis for countless glowing newspaper and magazine reviews and by bringing a new class of customers into the fold (that's us).

 

[Sayantsi]

I agree with that - Hyundai's marketing push this year has been huge, and I don't know many people that haven't heard of a Genesis whether they applaud or deride it.

 

[Hghwy52]

Here's a site that shows month by month sales for each model:

http://www.hyundainews.com/Corporate_News/Sales_Releases/index.asp

Hyundai is planning another big advertising year and will spend twice as much to introduce the new Sonata as it did to introduce the Genesis sedan and coupe.

http://www.checkeredflag.com/blog/2009/november/13/hyundai-sonata-and-tucson.htm

 

[jwaters943]

Side note: the new Sonata is fabulous. I'm seriously impressed by where Hyundai is heading. If I were Honda, I'd be very worried. They now outsell them worldwide and given Honda's recent penchant for resting on their laurels, I can see Hyundai being able to surpass them in North America in the near future.

...back on topic.

 

[Mark_888]

Genesis continued its strong launch performance, with sales up 52 percent over last year (http://www.hyundainews.com/Corporate_News/Sales_Releases/12_01_2009_3339.asp)

I guess they forgot that the Genesis was introduced mid-year 2008 . Either that or they think people are really stupid.

 

[moose66]

I didn't necessarily mean the Genesis sales were the driving factor behind the increased market share. We all know the Genesis is just a small segment of Hyundai's offerings. All of the good publicity surrounding the release and success of the Genesis could be driving those interested in other Hyundai vehicles to purchase. All with hopes of obtaining a vehicle with the same level of quality as the Genesis, but at a lower price point.

 

[Mark_888]

Can you tell me where my new farm is located? I would like to see it.