Automotive News - September 29, 2008 - (Page 16) 16 • SEPTEMBER 29, 2008 ADVERTISING STAFF Hyundai shifts its U.S. ad agency Mary Connelly mconnelly@crain.com Hyundai Motor America will phase out its relationship with the advertising agency Goodby, Silverstein & Partners over the next seven months, the automaker’s top marketing executive said. World Marketing Group, an inhouse agency that manages Hyundai’s global media buying and promotions, will provide creative, strategic planning and account service support for Hyundai Motor Co.’s U.S. unit. Hyundai “wants to put more focus on global brand strategy,” said Joel Ewanick, Hyundai Motor America’s Hyundai’s Joel Ewanick: The company “wants to put more focus on global brand strategy.” vice president of marketing. “To be successful, it needs to come from our parent company in Seoul.” Goodby, Silverstein & Partners, of San Francisco, “will do a significant amount of work for us into fall and the first quarter of 2009,” Ewanick told Automotive News. The work in- cludes “huge projects like our Super Bowl commercial and winter sales event. They are very involved in redesigning our Web site.” The agency took over the Hyundai U.S. ad account last year. Goodby, Silverstein oversaw this year’s ad launch of the new Hyundai Genesis sedan and created a brand strategy around the theme “Think About It.” Dealer complaints about Goodby, Silverstein’s work in the past “are not today’s reality,” Ewanick said. “I am on speed dial for most of the dealer council,” he said. “They are not up in arms telling me to fire them.” c Circulation 313-446-0450 Advertising 313-446-6050 Classified Advertising 313-446-6065, 800-388-1800 Web site www.autonews.com ADVERTISING AND SALES DETROIT 1155 Gratiot Ave., Detroit, MI 48207-2997 313-446-6790 Fax: 313-446-8030 HEAT UP YOUR SALES! Hyundai heads upmarket with the Genesis, a 3.8-liter V-6 sedan. Kia aims for sporty, cool looks with the boxy, five-seat Soul small car. We approve every customer in writing in 30 seconds or less… so you can convert your turndowns into approvals and sales. Our Guaranteed Credit Approval Program allows you to eliminate customer turndowns and provides 3 different financing programs to meet your customers’ needs and your profit requirements. Isn’t it time for you to heat up your sales and profits with Credit Acceptance? Hyundai, Kia mold separate identities Hans Greimel hgreimel@crain.com NASDAQ: CACC Changing lives since 1972. creditacceptance.com or 1-800-873-0512 NEED SALES? Repo Joe is ® MORE THAN DOUBLED the ir average weekend numbers These dealers SEOUL — Hyundai is sleek, Kia dynamic. Or at least that’s the brand distinction the Korean automakers want to cultivate in future models, says Brandon Yea, senior vice president for product planning at Hyundai and Kia. For an idea of what he means, take a look at Kia’s funky small car, the Soul, and the Genesis luxury series being rolled out by Hyundai. Concerned about cannibalization between the companies, Hyundai and Kia are finally getting serious about unique images and customer bases. The Genesis also will break new ground by targeting a higher lease penetration rate. About 30 percent of Genesis sales go to leasing, but Hyundai wants that to grow to 49 percent. Brandon Yea, a product planning executive at Hyundai and Kia: “Brand differentiation is key.” The boxy, five-seat Soul goes on sale as a 2009 model with a 2.0-liter four-cylinder engine. It will be produced in South Korea — primarily for the United States, to take on Scion. Rick Greer Director of Sales and Marketing rgreer@crain.com 313-446-6050 Kathleen C. Lightbody, klightbody@crain.com, 313-446-6037 Russ Procassini, rprocassini@crain.com 313-446-0350 Karen Rentschler, krentschler@crain.com 313-446-6058 Jerry Salame, jsalame@crain.com 313-446-0481 Regional Sales Managers Colleen Robar Director of Marketing Communications crobar@crain.com, 313-446-0331 Ellen Dennehy Director of Relationship Marketing edennehy@crain.com, 313-446-6039 Cheryl Rothe, Marketing Manager crothe@crain.com, 313-446-6767 Lance Graves, Promotion Art Director lgraves@crain.com, 313-446-0469 Brandi Johnson, Marketing Coordinator bnjohnson@crain.com, 313-446-0326 Classified Advertising Sales Jim McCarter Marketplace Advertising Director jmccarter@autonews.com, 313-446-6065 Melissa McKay Classified Sales Manager mmckay@autonews.com, 313-446-1642 Denise Hendricks, 313-446-6066 LOS ANGELES Justus Breese jbreese@crain.com, 323-370-2446 Pacific Region Sales Manager Todd Landau, tlandau@crain.com 323-370-2466 Fax: 323-655-8157 Regional Sales Manager 6500 Wilshire Blvd., Los Angeles, CA 90048-4947 NEW YORK Scott Ghedine sghedine@crain.com, 212-210-0126 Henry Woodhouse hwoodhouse@crain.com, 212-210-0125 Regional Sales Managers 711 Third Ave., New York, NY 10017-4036 Fax: 212-210-0489 CHICAGO Jim Farnan, Regional Sales Manager jfarnan@crain.com, 312-649-5257 360 N. Michigan Ave., Chicago, IL 60601-3806 Fax: 312-649-5265 CONFERENCES Libby Irwin, Conference Director lirwin@crain.com, 313-446-0420 Shauna Vercher-Morrow, Special Events Manager svercher-morrow@crain.com, 313-446-0485 Going upmarket In contrast, Hyundai is heading upmarket with the Genesis, a 3.8liter V-6 sedan that’s also available with a V-8. A coupe version will debut in the United States next March. Hyundai is targeting global sales of 95,000 units a year for its Genesis line, including the coupe, says Jang Seok-san, the automaker’s senior vice president for international business operations. About 20,000 sedans and 28,000 coupes will be sold in the United States, he says. Hyundai wants leasing to account for up to 49 percent of Genesis sales because the car is expected to have high residuals, despite the recent unraveling of U.S. resale values, Jang says. Leasing penetration for the car currently is about 30 percent, but the higher figure would bring it closer to the average for the luxury segment. For its entire fleet, Hyundai’s leasing rate is around 15 percent, also below the industry average. The Automotive Lease Guide is forecasting that residuals for a 3year-old Genesis will be 50 percent, nearly as good as top premium brands, said Yea. He added: “That’s the key to the Genesis lease market.” c WWW.AUTONEWS.COM John Fitzgerald, Director of Business Planning and Online Commerce jfitzgerald@crain.com, 313-446-1679 DEVELOPMENT J Ferron, Director of Strategic Development jferron@crain.com, 313-446-0434 CIRCULATION subs@crain.com 888-446-1422 (U.S. & Canada) 313-446-1662 (all other locations) Fax: 313-446-6777 To subscribe via the Web www.autonews.com/subscribe.htm Patrick Sheposh, Circulation Director Lauren Cialella, Circulation Manager Jennifer Natone, Assistant Circulation Manager Subscriptions U.S. 1 year, $155; 2 years, $266. Canada $239 (U.S.); other countries, $395. Single copy sales, $5 per issue plus shipping. Reprints Mike Shober, The YGS Group, 800-494-9051, Ext. 100 automotivenews@theygsgroup.com Microfilm ProQuest Information and Learning Co. 800-521-0600 Your Weekend Sales or It’s FREE! This event generates floor traffic for your entire dealership and i l doubles kd l for dealers ll consistently d bl average weekend results f d l all across the country. Over 2100 times, the Repo Joe® event has proven to be the most successful used car event in the country. CHEVR LET DEALER E RO Brand identity “Brand differentiation is key,” Yea told Automotive News here this month. “In terms of styling, sleek is the key word for Hyundai. For Kia, dynamic is the key word.” Both companies will continue offering full lineups, but they will increasingly target different customers through different design cues, Yea said. Hyundai Motor Co. acquired Kia Motors Corp. in 1998 but has been slow to develop distinct identities for the two brands. Kia’s identity translates into more sporty, cool looks, with an emphasis on onboard entertainment equipment to make the ride fun. Hyundai, by contrast, will feature modern but conservative styling with an emphasis on safety and technology, Yea said. “The Soul will be the first car that shows Hyundai and Kia’s new differentiation strategy in a real product,” he said. “Hyundai will not have a car like it.” THE REPO JOE® SALE IS NOT JUST FOR REPOS. 264% INCREASE ALEXANDRIA, KY 56 VEHICLES • $165,411 GROSS LAK LA ELAND, FL 66 VEHICLES • $141,381 GROSS VE CL DODGE DEALER 2 224% INCREASE The Repo Joe® event marketing package comes complete with manpower, staff training, customized advertising materials, and point of purchase displays. 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Table of Contents Feed for the Digital Edition of Automotive News - September 29, 2008 GM, Ford and Chrysler place new-product bets Credit freeze could mean cash crisis Mr. Big Volume reaches the end of the line Korea's revolving door Mazda quits Ford Credit for Chase Mitsubishi, UAW reach tentative agreement Volt could break feds' 100 mpg ceiling Chase cuts back on auto leasing Target for Traverse: No. 1 in large crossovers BMW's new 7 series: Timing may be all wrong Tucson revisited Can Ford light fire under Fiesta? Lithia puts brakes on used-car stores Revived Mercury will focus on 3 segments VW taps 'zealots' to promote diesels Farley, Leuliette will kick off World Congress The new Soul (and nose) of Kia Hyundai: Drivetrain key to more mpg Taxpayers at risk if firms get fed loans - then fail GM plans high-tech small engines for Volt and Cruze Buick looks upscale Denso says U.S. woes will cut its profits Denso: No plans to make hybrid parts in U.S. Bailouts are a bad idea Chic small cars? Check them out at the Paris show Credit's no problem, but a weak brand is Helping dealers helped GM Ford field rep didn't help at all Who knew? Electric cars are fun to drive Where is the power going to come from? Hyundai shifts its U.S. ad agency Hyundai, Kia mold separate identities Behind on hybrids, Hyundai sets high goals Dealers Flashes of genius, years of turmoil No cop-out; car designed for police use PICTURE THIS: A trip to the bank RV sales drop 31.9% in June Mexico sales off 4.8% in Aug., 1.2% for 8 mos. Suzuki to aim pickup at motorcycle owners Experts: Learn Korean hierarchies Readers' comments on Bill Heard's collapse Bill Ford sells some Ford stock CarMax net income falls ArvinMeritor raises forecast Toyota plans CNG concept Chrysler cuts 250-300 salaried workers Minority supplier drops stamping business Will Cerberus buy up Chrysler to wave bye-bye? Rioters kill supplier exec in India No pickup seen for pickups Piech's ploy was masterstroke in war with Porsche Honda's highway groove music: It sounded better on vinyl St. Louis dealer to paper that outsourced typesetters: 'Deal me out' Automotive News - September 29, 2008 Automotive News - September 29, 2008 - (Page Intro) Automotive News - September 29, 2008 - (Page Bellyband1) Automotive News - September 29, 2008 - (Page Bellyband2) Automotive News - September 29, 2008 - Mr. Big Volume reaches the end of the line (Page 1) Automotive News - September 29, 2008 - Mr. Big Volume reaches the end of the line (Page 2) Automotive News - September 29, 2008 - Volt could break feds' 100 mpg ceiling (Page 3) Automotive News - September 29, 2008 - Tucson revisited (Page 4) Automotive News - September 29, 2008 - Tucson revisited (Page 5) Automotive News - September 29, 2008 - The new Soul (and nose) of Kia (Page 6) Automotive News - September 29, 2008 - The new Soul (and nose) of Kia (Page 7) Automotive News - September 29, 2008 - Buick looks upscale (Page 8) Automotive News - September 29, 2008 - Buick looks upscale (Page G1) Automotive News - September 29, 2008 - Buick looks upscale (Page G2) Automotive News - September 29, 2008 - Buick looks upscale (Page G3) Automotive News - September 29, 2008 - Buick looks upscale (Page G4) Automotive News - September 29, 2008 - Buick looks upscale (Page G5) Automotive News - September 29, 2008 - Buick looks upscale (Page G6) Automotive News - September 29, 2008 - Buick looks upscale (Page G7) Automotive News - September 29, 2008 - Buick looks upscale (Page G8) Automotive News - September 29, 2008 - Buick looks upscale (Page G9) Automotive News - September 29, 2008 - Buick looks upscale (Page G10) Automotive News - September 29, 2008 - Buick looks upscale (Page G11) Automotive News - September 29, 2008 - Buick looks upscale (Page G12) Automotive News - September 29, 2008 - Flashes of genius, years of turmoil (Page 9) Automotive News - September 29, 2008 - Denso says U.S. woes will cut its profits (Page 10) Automotive News - September 29, 2008 - Denso says U.S. woes will cut its profits (Page 11) Automotive News - September 29, 2008 - Ford field rep didn't help at all (Page 12) Automotive News - September 29, 2008 - Ford field rep didn't help at all (Page 13) Automotive News - September 29, 2008 - Where is the power going to come from? (Page 14) Automotive News - September 29, 2008 - Where is the power going to come from? (Page 15) Automotive News - September 29, 2008 - Hyundai, Kia mold separate identities (Page 16) Automotive News - September 29, 2008 - Hyundai, Kia mold separate identities (Page 17) Automotive News - September 29, 2008 - Behind on hybrids, Hyundai sets high goals (Page 18) Automotive News - September 29, 2008 - Behind on hybrids, Hyundai sets high goals (Page 19) Automotive News - September 29, 2008 - Dealers (Page 20) Automotive News - September 29, 2008 - Dealers (Page 21) Automotive News - September 29, 2008 - RV sales drop 31.9% in June (Page 22) Automotive News - September 29, 2008 - RV sales drop 31.9% in June (Page 23) Automotive News - September 29, 2008 - RV sales drop 31.9% in June (Page 24) Automotive News - September 29, 2008 - RV sales drop 31.9% in June (Page 25) Automotive News - September 29, 2008 - RV sales drop 31.9% in June (Page 26) Automotive News - September 29, 2008 - Mexico sales off 4.8% in Aug., 1.2% for 8 mos. (Page 27) Automotive News - September 29, 2008 - Suzuki to aim pickup at motorcycle owners (Page 28) Automotive News - September 29, 2008 - Experts: Learn Korean hierarchies (Page 29) Automotive News - September 29, 2008 - Readers' comments on Bill Heard's collapse (Page 30) Automotive News - September 29, 2008 - Chrysler cuts 250-300 salaried workers (Page 31) Automotive News - September 29, 2008 - Minority supplier drops stamping business (Page 32) Automotive News - September 29, 2008 - Minority supplier drops stamping business (Page 33) Automotive News - September 29, 2008 - St. Louis dealer to paper that outsourced typesetters: 'Deal me out' (Page 34) Automotive News - September 29, 2008 - St. Louis dealer to paper that outsourced typesetters: 'Deal me out' (Page 35) Automotive News - September 29, 2008 - St. Louis dealer to paper that outsourced typesetters: 'Deal me out' (Page 36)
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