Hyundai UK Rebranding Campaign, Pronunciation to follow Global Norms

Hyundai has started a big rebranding effort on Boxing Day 2022 to announce the shift and aim to influence consumer behavior. It will now be pronounced as 'Hyun-day' rather than 'Hyun-dai'.

Highlights

1. Hyundai drives campaign in UK for changing the pronunciation
2. It will now be pronounced as Hyun-day' in UK as well, as per the global standards.
3. The Hyundai Pronunciation will no longer be anglicized.

Hyundai Rebranding Campaign in UK

Hyundai is unique in that its name is pronounced differently depending on where you are in the world. If you've ever gone to America, you'll have heard it pronounced 'Hyun-day' rather than the more anglicised 'Hyun-dai'.

However, the British are now conforming to the worldwide standard, and a big rebranding effort will begin on Boxing Day 2022 to announce the shift and aim to influence consumer behavior.

'If you thought you knew our vehicles and how to speak our name, maybe it's time to think again,' says the advertisement, a fitting phrase for a brand that has altered beyond recognition in recent years with slicker, more attractive looks and a variety of cutting-edge Ioniq electric automobiles.

Hyundai's UK Boss on changing the pronunciation

'Hyundai is a youthful, dynamic, and progressive brand that has developed at a rapid pace,' said Ashley Andrew, Managing Director of Hyundai Motor UK. 'We are Koreans with true character and purpose. With a slew of exciting new products to debut, including the stunning new Ioniq 6, 2023 is the ideal moment for us to adequately reflect this in the UK'.

'With this campaign, we intend to add some comedy and personality into our brand, encouraging more people to discover more about Hyundai.'

It will be difficult to overturn decades of customer habits. We anticipate a period of uncertainty among punters, a subject that is riffed on in the advertisement, which shows individuals Googling the incorrect item with the old pronunciation.

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