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Hyundai will launch pickup, more SUVs to reverse U.S. sales slide

By Paul Lienert and Hyunjoo Jin DETROIT/SEOUL — Hyundai plans to launch a pickup truck in the United States as part of a broader plan to catch up with a shift away from sedans in one of the Korean automaker's most important markets, a senior company executive said. Michael J. O'Brien, vice president of corporate and product planning at Hyundai's U.S. unit, told Reuters that Hyundai's top management has given the green light for development of a pickup truck similar to a show vehicle called the Santa Cruz that U.S. Hyundai executives unveiled in 2015. Hyundai currently does not offer a pickup truck in the United States. Hyundai also plans to launch a small SUV called the Kona in the United States later this year. People familiar with the automaker's plans said separately that Hyundai plans to launch three other new or refreshed SUVs by 2020. So-called crossovers — sport utilities built on chassis similar to sedans — now account for about 30 percent of total light vehicle sales in the United States. Consumers in China, the world's largest auto market, are also substituting car-based SUVs for sedans. People familiar with Hyundai's plans said the company plans to roll out a new version of its Santa Fe Sport midsize SUV next year, followed by an all-new seven-passenger crossover to replace a current three-row Santa Fe in early 2019 in the United Sates. A redesigned Tucson SUV is expected in 2020, people familiar with Hyundai's plans said. Hyundai's U.S. dealers have pushed the company to invest more aggressively in SUVs and trucks as demand for sedans such as the midsize Sonata and the smaller Elantra has waned, and as Hyundai has announced a shift to electric vehicles. "We are optimistic about the future," Scott Fink, chief executive of Hyundai of New Port Richey, Fla., which is Hyundai's biggest U.S. dealer, said. "But we are disappointed that we don't have the products today." Hyundai's U.S. sales are down nearly 11 percent this year through July 31, worse than the overall 2.9-percent decline in U.S. car and light truck sales. Sales of the Sonata, once a pillar of Hyundai's U.S. franchise, have fallen 30 percent through the first seven months of 2017. In contrast, sales of Hyundai's current SUV lineup are up 11 percent for the first seven months of this year. "Our glasses are fairly clean," O'Brien said.

VW planning to push Hyundai for World Cup eyeballs

Adidas was an official sponsor of the 2010 World Cup in South Africa, but the German sportswear company got drowned out of early advertising buzz by Nike, which wasn't a World Cup sponsor. The American company's Write the Future ad put it at the top of Nielsen's study of online buzz, ahead of Adidas. The same thing happened to official World Cup sponsor Budweiser when it got drummed out of the top ten in Nielsen's buzz ratings, while Danish brewer Carlsberg - not a Cup sponsor - ranked sixth.
Volkswagen hopes to score the same goal on Hyundai during this year's World Cup in Brazil. Hyundai and Kia have been official sponsors of the global soccer federation FIFA since 2002 and are official sponsors of the World Cup through 2022. VW has "a major ad buy" planned to run on ABC, ESPN and Univision as well as digital and social media channels during the competition, which begins June 12, to promote the GTI. VW of America's VP of marketing said the Cup's attraction to young males and Hispanics makes it the perfect place to promote the hot hatch.
The sparring between Hyundai and VW has already begun. Volkswagen's Gol compact, named for the Portuguese word for a soccer goal, has been the best selling car in Brazil for 27 years, and the German company sponsors the national soccer team. When Hyundai Brazil began a promotional campaign promising to extend its five-year warranty for six if the Brazilians won a sixth world cup, Volkswagen of Brazil complained to the soccer federation, which asked Hyundai to pull the campaign. As of this writing, that hasn't happened, so we expect it'll be boots on, gloves off, on and off the pitch this summer.

Hyundai brings US troops to the Super Bowl, virtually

Hyundai waited until after the game ended to show off its most impressive Super Bowl commercial. Through the magic of technology, Hyundai brought troops from a US Military Base in Zagan, Poland, right into Houston to watch the game, along with their families. Hyundai reportedly bought the first three 30-second commercial spots after the game ended – and in this case, considering that this was the first Super Bowl in history to go into overtime, the Korean automaker certainly got its money worth. In addition to Corporal Trista Strauch, Specialist Erik Guerrero and Sergeant Richard Morrill, and their families, the commercial featured ex-NFLers Joe Montana and Mike Singletary. We don't know exactly how Hyundai was able to pull it off in real time, but the end result was pretty impressive. To see how it all went down, check out the commercial above. Related Video: