Hyundai EV IONIQ

Chourouk Haouel
Lunyue Ni
Alexandre Soares Damiao
David Ebanehita
Phani Teja
Khadijah Ismail

2018-2019
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Summary
Company Overview
Value Offered
Segmentation & Targeting
Positioning
Differentiation Factors
Perceptual map
Marketing Mix
Channel optimization (Place)
Brand image & Brand Name
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 About the company
 The Hyundai Motor Company is a South
Korean multinational automotive manufacturer.
headquartered in Seoul, South Korea. Founded
in 1967by CHUNG JU YUNG.

 Hyundai operates the world's largest integrated

automobile manufacturing facility in Ulsan,
South Korea which has an annual production
capacity of 1.6 million units.

The company employs about 75,000 people

worldwide. Hyundai vehicles are sold in 193
countries.
Market share of Hyundai 3.68% (2017) to 3.8 %
(2018).
13.8% rise for EV Segment 2017 to 2018 –
Overall Market Share 0.7% Overall market share
– Hyundai.
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Product

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Value Offered
“Hyundai provides high quality
electrical car, offering a solution for
environmentally conscious people who
wants a clean and reliable way of
transportation at a competitive price.”
We provide:
Utilitarian Value: Transportation
 Economic Value: Operating an
electrical car is more cost efficient than
operating an oil fuelled car
Hedonic Value: An electrical car with
a “clean stylish design” and aerodynamic
performance
Self-expressive value: signaling an
eco-friendly image
 Environmentally rewarding value:
reliable, sustainable, emission-free and
renewable way of transportation
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Value Proposition

Charging Safety Awards

Design Performance • BBC TopGear
• 174 miles per • Lane Departure
charge •Aerodynamic • 0-60in 9.9 sec Warning System
Magazine
Value Added design - for car • Max speed 103 Manufacturer of
• Fast charge – efficiency
with Lane Keep the Year 2018
Services 80% in 30 mins mph Assist
•Conventional car • 120 PS/bhp max • Carbuyer
•5 years of • 4 and half hours • Safety – 7 Company Car of
unlimited mileage for home pod design – to play torque of 295nm airbags
safe the Year
warranty point • Blind Spot • Next Green Car
•5 years annual • Integrated •Low weather Detection System
health check-up Awards -
charging points conditions • Smart Adaptive Manufacturer of
•Road side insulation for
assistance map Cruise Control the Year, Car of
• Regenerative battery • Rear Cross the Year and
braking Traffic Alert Family Car of the
Year 2018
• Red Dot Award
for outstanding
design

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Segmentation & Targeting

Key segmentation bases for Hyundai Electric Vehicles:

* Geographic: Urban drivers
* Demographic: family size +2,
Income: middle class
* Psychographic: environmentally conscious, practical
* Behavioural: autonomous, price sensitive

Differentiated Targeting Strategy to target customers

and satisfy their needs and wants. Chosen targeting
segment: Psychographic and demographic

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Perceptual
Map

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Marketing Mix

- Product:
• Eco-friendly and charges faster
than a smartphone.

• Competitive Pricing Strategy

Quality Emotional

• A simple stylish design with management management

aerodynamic performance.

• Customization

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Marketing Mix

- Promotions :
• Advert: First Date & Be the
Better Guy.
• Partnership with WaiveCar.
• 24/7 Roadside Assistance.
• Sports Event

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 Marketing Mix

- Place :
 Elaborated process to select
dealers and place of sale.

 Online channel.

 Distribution through Hyundai

dealerships.

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-EV Market Pricing:

Price Range
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Product Line

IONIQ Plug In IONIQ Hybrid

IONIQ Electric

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PLC Stage
Revenue

Time
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Brand image

Functional

Emotional
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 Rational
Brand image High

Emotional High
Low

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Low
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 This puts it head-to-head with the Nissan Leaf, VW e-golf, BMW i3 and Renault ZOE. Also Tesla Model 3.
Annex: Comparison of EV Price and Performance
Price Range
Brand Model Type
Min Max Min Max
Tesla Model S 75500 131000 Sport Sedan 381
Jaguar I Pace 65000 75000 Sport SUV 298
Tesla Model X 81500 134000 Sport SUV 259 351
Renault ZOE 22000 31500 Hatchback 250
Hyundai Kona 31000 39000 Compact SUV 200 300
BMW i3 35000 38000 City Car 192
VW eGolf 33000 Hatchback 186
Hyundai Ioniq 30000 32000 Family Sedan 174
Nissan Leaf 30000 33000 Hatchback 168
Kia Soul 30500 Hatchback 132
Nissan eNV200 22000 36000 MPV 125 188
Smart EQ for Two Cabrio 23000 24000 City Car 100
Smart EQ for Two 21000 22000 City Car 100
Smart EQ for Four 21000 22000 City Car 100
Smart forTwo Cabrio 13500 27000 City Car 100
Smart forTwo 11500 25000 City Car 100
VW Eup 26000 City Car 99
Citroen C Zero 20500 City Car 93
Peugoet ION 20500 City Car 93
Tesla Model 3 30000 Family Sedan 220 310 18