Hyundai Rebrands using Apple's "Premium Image"

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Hyundai is taking a big leap to completely re-brand itself to become the most loved car brand. They want to focus on brand resonance and creating brand evangelists by targeting an untapped segment of the market. With the success of penetrating the premium segment with its Genesis car and with steady improvement of its brand value, they expect their sales of lower end models to increase through leveraging the quality created through these premium brands. With this new positioning, Hyundai has created a new slogan: "New Thinking. New Possibilities." Using this new slogan the brand is aspiring to emulate premium products like the iPhone while maintaining the affordability that has helped it become one of the biggest automakers in the world.

This is a great move for Hyundai as they have struggled immensely in past years marketing sub-par quality products. By entering the premium segment and still offering affordable cars, the brand perception is increased to a much higher level of quality. This quality is contagious across other brands and will spill over on to lower quality, cheaper models. Hyundai has also struggled in the past to come up with memorable brand elements. This new slogan provides an inspiring and likeable element to the brand that is easy to remember and communicates that Hyundai is constantly changing and evolving to become a better car manufacturer, something that consumers will highly value.