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SBD Global/July 4, 2012/Marketing and Sponsorship

Korean Automakers Gain Name Recognition From Euro 2012

Korean automakers Hyundai and Kia increased their name recognition by being official sponsors of Euro 2012, according to AUTO.de. Two years ago Hyundai and Kia, which is partly owned by Hyundai, became the official cars of Euro 2012. A monthly survey by Frankfurt-based marketing research institute Forsa, called New Car Monitor, confirms that this sponsorship deal has been a success. The number of people who remembered  having seen a Hyundai commercial increased from 29% at the start of the tournament to 49%. Kia's gain was not quite as high, increasing from 45% to 53%. The monthly survey asked 700 drivers who plan on buying a new car in the next three years (AUTO.de, 7/3).
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