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 ove, no.2 market share, representing over 20% share of Hyundai car sales by 2020.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands