Response: Fergus Arnold’s “Embarrassing Mistake Proven Costly For Kia”
Fergus Arnold’s post regarding the misleading of consumers by Kia and Hyundai presents well-structured and insightful comments. Currently large corporations, such as those featured, are viewed by consumers with distrust and suspicion; this overstatement of vehicle fuel-efficiency adds to this. This blunder may not have been intentional, but it still rubs consumers the wrong way, also the overstatement was as large as 6MPG!
These companies did take corrective measure by offering compensation for misleading consumers and changing the incorrect claims. The marketing of fuel-efficiency in vehicles is a strong tool in advertising, but this example has most definately backfired. I completely agree with Fergus when he states “More costly than the reimbursement itself is the loss in trust.” Overall I thoroughly enjoyed Fergus’s blog, as the material was insightful and interesting and also the layout was quite pleasant.
Link to source articles