Thursday, April 18, 2013

Hyundai-Kia and revolutionary brand identity

Despite unforeseen challenges if the split system brand identity Hyundai - Kia, but the association board decided to empower Peter Schreyer proved this powerful group of the Korea of reforms to step into a new era.
Early in 2013, association car most famous Korean Hyundai - Kia officially announced to the media the chief designer of the first global brand 2. Last March, which is just two months after being appointed to his new role, Peter Schreyer - the chief designer of the official German plan designed to protect its strategy before the entire board treatment group.


                        Peter Schreyer took the responsibility of creating a brand identity system Hyundai-Kia
The view of the master design is quite clear: a good car is not just a nice design, but above all, it needs a system has perfect function just unique. And the brothers brand like Hyundai - Kia as necessary to assert a separate identity to rise above the stagnant relying make a big difference in the segment as well as the role of market positioning. That means: in the future, at least in the time of Schreyer government, nothing will appear on the form of overlapping functions between design and models of Hyundai Motor and Kia Motors.
Two examples had been the world car market assessment are many similarities he brought out a pair of crossover quoted Hyundai SantaFe - Kia Sorento and Hyundai Elantra pairs (known under the name of Hyundai i30 in some markets Asia including Vietnam) - Kia Forte. According to Schreyer, the basic foundation design and layout perspective almost coincide between the two manufacturers operating under the predecessor of which 2 pairs of this car is like "twin brothers", and therefore prone repugnant to the consumer. Meanwhile, everything could be resolved if manufacturers cleverly adjusted the design slightly to make up the difference between the models, in order to serve more practical purposes, such as a model with the emphasis on width, while the other model in favor of the shiny, smooth.
Challenge separate brand identity systems that are common quandary for many automakers, including General Motors and Volkswagen AG, not just the two South Korean manufacturers. And of course that's not the engineers design 59 was Hyundai - Kia safe hands. He got a 26-year career move to big names and for success when creating the impression of 2 distinct mother brands Volkswagen and Audi.
Historically, Hyundai and Kia each share nearly all digital platforms - technology, from the powertrain, but the operating system platform designed interior - which consumers can easily identify seen with the naked eye. Traditionally, Kia favor sporty and focus on the middle market segment or cheap Hyundai while more subtle, much thicker and of course the price is a little more flashy.


                    Luxury sports car concept HND-9 was developed under the direction of Hyundai
In fact, Hyundai's sales increased sharply in recent years, thanks in part to the efficiency of the new design language called "fluid sculpture" focused on the curves, the most evident in two new Sonata sedan and Elantra. However, with the boss of the group, it is not enough.
In addition, a cause other stresses leaders Hyundai - Kia breakthrough risky decision is by the factor of political tensions on the rise on the Korean peninsula, forcing the powerful economic groups in Korea seeks to brand globalization, in order to minimize the negative impact if the local market volatility.
Despite unforeseen challenges if the split system brand identity Hyundai - Kia, but the association board decided to empower Schreyer proved this powerful group of South Korean official reforms to step into a new era.
Schreyer task is to determine what factors have fundamental differences in genomic DNA of each brand, worms exploit these factors to be more impressed. According scheduled time, the results of this process will be felt most clearly after about 3 years.
Schreyer advantage of the confidence and the strong support of the two ruling families in partnership corporations, especially from Hyundai vice chairman Chung Euisun, son of Board Chairman Chung Mong-Hyundai Motor koo - convincing people directly embroiled Schreyer from Volkswagen.

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