Hyundai: Kona

Hyundai, the car company, launched the Hyundai Kona successfully in Australia.

Executive Summary

By the time Hyundai launched its first small SUV in 2017 it was 7 years late to the thriving category, which had grown from 0% to 11% of total car sales1 in that time. The strategy was to shake up the style-obsessed category, injecting Kona's contagiously vibrant personality via multi-coloured, fun-loving carwash "Mopsters". These distinctive brand assets delivered the most recalled campaigns for over 2 years. "Way more fun than your car" helped propel Kona to no.1 consideration2, no.2 market share, representing over 20% share of Hyundai car sales by 20203.

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