Within the last five years, Hyundai Motors has experienced tremendous growth as a company. Shares have skyrocketed and the market share Hyundai occupies has increased significantly, especially in North America.

When looking at how Hyundai has become so successful in a market with many rivals, a key factor has been their marketing and ability to increase the overall image of their brand.

Just recently, Hyundai has taken a crisis and used it to create revenue and promote a socially responsible image. The United States Federal Shutdown has caused over 800,000 workers to be furloughed and without pay until the government agrees on a budget. As a result, Hyundai has deferred car payments this week for the federal workers and has also offered a 90 day grace period for federal workers to purchase cars without payments.

While motor companies offering deals like this are not out of the norm, by targeting specific individuals involved in dire straits Hyundai builds positive PR and encourages new customers. Cost-Free marketing is something Hyundai has been able to master and is undoubtedly a factor in their continued growth.

Sources:

http://www.businessweek.com/articles/2013-10-03/the-korean-automaker-is-guaranteed-good-pr-at-very-little-cost

http://www.bloomberg.com/news/2013-08-22/hyundai-canada-aims-for-10-market-share-to-match-toyota.html

http://www.google.ca/finance?cid=5477224