The car wars are moving from the U.S., where Japanese automakers have had enormous success, to these manufacturers’ home turf.
And Korean carmaker Hyundai, who has also done extremely well in the U.S., is planning a big move in Japan.
Hyundai’s global sales reached 3.76 million units in 2006, more than Honda (3.55) and Nissan (3.27), but less than Toyota (7.92). And in the U.S., Hyundai sales have quadrupled; they sold 460,000 units in 2006.
In Japan, Hyundai has had no such luck. Their sales in 2006? A whopping 1,651 vehicles.
But here they come, and this is their plan:
Step 1: Improve quality.
Hyundai already placed ahead of Toyota in the J.D. Power 2006 quality survey.
Step 2: Change sales strategy.
The previous focus was on luxury sedans, but Japanese consumers have been buying minivans and smaller cars for their better fuel economy. So Hyundai will now launch the i30, a compact five-door hatchback. They will accompany this with a major sales promotion effort
Step 3: Impart peace of mind.
Hyundai has implemented an incredible extended warranty for Japanese drivers: a "10 year, 100,000 kilometer" warranty was introduced this year. This includes the repair of any engine problems for free.
Hyundai’s goal is to reach sales of 10,000 cars in Japan by 2010. Read more at Asahi.
Tags: Hyundai, Hyundai Japan, Japan auto industry, automotive, auto industry, automotive industry
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