Hyundai Brand Equity Rises in Harris Interactive Study
FOUNTAIN VALLEY, Calif., March 18, 2010– Hyundai brand equity gained more than four points in the 2010 Harris Poll EquiTrend® survey, its annual brand equity study that measures over 1,000 brands across 42 categories, including consumers’ opinions of 35 automotive brands. Hyundai’s improvement topped all but one other manufacturer, and mirrored its 2009 sales success, which grew eight percent over 2008, increasing market share to 4.2 percent in the United States.
“Our EquiTrend® data suggests that in a severe downturn such as one experienced in the auto industry, brands with solid equity growth are resilient and can indeed succeed,” said Carol Gstalder, senior vice president, Business and Industrial at Harris Interactive.
The report said Hyundai and Subaru, the two brands scoring the most significant improvement, stand out as leaders in consistently building consumer brand equity over the past several years. Both brands have posted year-over-year sales increases while the industry has suffered double digit sales declines.
The EquiTrend® study evaluates measures including: Equity, Consumer Connection, Commitment, Energy, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration.
About Harris Interactive
Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including automotive, healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, travel and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris Interactive specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit: www.harrisinteractive.com
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through almost 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program which now includes the 5-year/60,000-mile fully transferable bumper-to-bumper warranty, Hyundai’s 10-year/100,000-mile powertrain warranty and 5-year complimentary Roadside Assistance in addition to the highly acclaimed vehicle return policy introduced in early 2009. For more details on Hyundai Assurance, please visit www.HyundaiAssurance.com.