The tortured relationship between auto writers and the industry got a little more complicated this week, as Hyundai debuted its “Hyundai Momentum” advertising site. The site itself is a wall of images showing reviews of Hyundai products from such fine publications as Autoblog, Edmunds Inside Line, and KickingTires. And of course, carefully curated by Hyundai PR. “Everything you want to know about Hyundai,” reads the tagline, “As told by everyone but Hyundai.” Which is true if “everything you want to know” consists of breathless Genesis reviews, concept car hype, and meaningless award write-ups. If Hyundai’s going to drape itself in the questionable credibility of so-called auto-journalists, why not post a few Elantra or Sonata reviews while they’re at it? Or, better yet, why not pretend there still is a line between the auto media and manufacturer PR? The sad part is that Hyundai actually has momentum, which makes snowjobs like this all the more unnecessary.
The reason they’re doing this is mainly to convert those those brainwashed honda/toyota fanboys out there (mac users of the auto world) who have been blindlessly buying toyota/honda for years. You would be suprised about how many of these people still see Hyundai as a second-rate brand and refuse to look at their products (mainly because deep down inside they know they’re a threat to their beloved brands).
Unfortunately snowjobs like this are necessary.
Visit any automotive forum and you will discover endless anti-Hyundai rants from mouth-breathers who have been in a coma since 1996. And then there are the Toyonda Late Adopters, one of whom who will be buying my Santa Fe when it comes off-lease three years from now, even though they bad-mouth it today. Don’t even get me started on that crowd.
Sometimes you have to state the obvious several times in order to reach everyone.
Anyone who has worked with Hyundai (I have) knows the Koreans are crooks. Poor Krafcik is a puppet who has to do what his handlers say. This is it. The cars are still good value, though knowing how the Koreans operate I wouldn’t buy one.
I agree with the article. The Assurance Plan, Motor Trend Car of the Year, 10-year warranty, low prices, and good quality are selling the brand just fine.
These things comprise both substance and perception, something you don’t gain through schtick.
Anyone who has worked with Hyundai (I have) knows the Koreans are crooks… knowing how the Koreans operate I wouldn’t buy one.
Another reason to lay off the M*A*S*H* reruns.
I can see this as necessary since Hyundai is in fact a “second rate brand” which is not yet proven for the long haul. Hyundai fanboys would be the only ones to detest that.
Indeed after 2 Hyundai products neither me nor any member of my family will own another. I managed to talk a co-worker out of considering one based on the issues I’ve had with both vehicles (including the ongoing with the Kia with the Hyundai 3.5 liter V6).
She purchased a Civic instead of an Elantra or Spectra based on my experiences – they need to white wash as much as they can IMHO if they want to change perceptions.
Hyundai is a darling for now. But soon many victims will realize they build rapidly depreciating rust prone junk.