Hyundai’s slogan for the new i30 is ‘the people’s car’.
Cheeky, yes, but also a fine piece of opportunism from the ambitious Korean brand.
As VW’s name has quite rightly been dragged through the mud this past year, Hyundai has sensed an opportunity to promote itself as the kind of clean, wholesome, classless brand, and to borrow a couple of slogans VW may choose to avoid using for a while in the process.
Although Jochen Sengpiehl, Hyundai’s European marketing boss, told me there was no intention of cashing in on VW’s dieselgate misery, the inference is clearly there.
“Maybe another competitor is not the people’s car anymore, especially in Europe…” he said. “Are people really prepared to spend 10% more for something? On our way to grow, we need to get to the heart of Europe, and offer a car for everyone. In English, that’s the people’s car.”
He admitted it was a slogan to get the media talking (and here I am doing just that…), “not a slogan for end consumers”. He said Hyundai wanted to “spice up and show our aspirations”.