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Monday, February 09, 2009 Partners w/ Hyundai Think Tank Customer Network

To adjust to the current economy, Hyundai is reinventing its image. You may recall my post about the flashy commercial comparing the Genesis vs. BMW and Mercedez.

Another angle Hyundai employs is its reassurance campaign, which promises: "Finance or lease any new Hyundai, and if in the next year you lose your income, we'll let you return it. That's the Hyundai Assurance.

Then there's the latest angle:

Drive customer advocacy with ownership of ideas.

That's the concept behind Hyundai's latest brand online upgrade, called the Hyundai Think Tank. (Thanks to Tyler Perry of the Bateman Group, for giving us the details. ) Think Tank combines social networking and customer feedback. Hyundai described the purpose behind the site:

Think Tank activities will initially revolve around two major corporate initiatives. The first is expanding the brand with the new Hyundai Genesis vehicles. The second is Blue Drive, Hyundai’s new initiative to produce eco-friendly products that will help Hyundai establish itself as an environmental leader with a fleet average fuel economy of 35 miles per gallon by 2015.

I believe Think Tank is a step in the right direction for Hyundai, because it empowers the conusmer (or at least creates that illusion) and it taps into the growing demand for direct interaction with a company.At Mplanet2009, Wharton Professor Jerry Wind advised markters to create a platform that encourages the consumer to interact and leverage the power of open innovation and network orchestration.

Judging from Think Tank's layout, they applied Wind's principles.

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