Hyundai’s new UK ad campaign may divide consumers – but people are noticing it

Hyundai registered the most significant increase in Ad Awareness for January 2023 of all the auto brands we track in the UK, making it the Auto Advertiser of the Month. According to data from YouGov BrandIndex, which tracks perceptions toward brands daily, the South Korean automotive brand saw an improvement of 13.3 percentage points, going from 5.4 on December 25, 2022, to 18.7 on January 24, 2023.

The carmaker announced “The Dawn of the New Hyundai” in the United Kingdom. Earlier this month Hyundai released a new advertisement to change the way their name is pronounced in the country with the tagline - "If you thought you knew our cars and how to say our name, maybe it's time to think again."

YouGov’s BrandIndex data also reveals that Hyundai saw its Buzz score, which tracks if consumers have heard something positive or negative about a brand, increase slightly during the same period (+3.5 percentage point).

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in UK from December 25, 2022 and January 24, 2023. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex. 

Photo by Hyundai Motor Group on Pexels.com