LyrArc Article Gist
How Hyundai has hired a leading marketer with a record of helping the likes of VW and Apple build their brand image. Hyundai inventory is building up and its falling way short of selling 700,000 cars in North America by 2010, it sold 455,000 cars last year. Wilhite had earned a reputation by being Apple Computer s topmarketer and has also headed Nissan's global marketing. Before that he helped give VW a revival in the US market in the 1990's. He sees the need for "a big idea" to get Hyundai off the ground. A new ad agency compared Hyundai's predicament with Galileo's persecution for presenting his theory about the earth revolving around the sun.The problem- even though J. D. Powers shows Hyundai as having surpassed Toyota in Initial Quality Study, the brand had not registered with car buyers. And in 2007 unsold Sonata cars were piling up on football field sized lots behind the Birmingham, Alabama plant of Hyundai. Sales fell 30% in 1st quarter 2007 in the US. market and matched Chrysler's situation of building cars without the buyers.