marketing santa fe
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DESCRIPTIONSanta Fe evolution and marketing tactics
Hyundai – Santa Fe
Andrew Sable • Chitra Sewsagur • I-Kai Chen • Juan-Francisco Rodriguez • Mohit Vij
phase I (1980s): Pony, Excel, and Stellar
Phase II (1990s): "it’s nice ... for a Hyundai“
Phase III (2000 – present):
Hyundai – Santa Fe
Hyundai's best seller in the States in late 90s.
Santa Fe falls between a compact and midsize
crossover SUV, also known as CUV.
Hyundai generally employs LifeMatrix, NOP World’s
segmentation1 that details the consumer landscape using
values, lifestyle, life stages and demographics.
Such research addresses three general areas of
• A product perspective
• A consumer perspective
• A brand perception standpoint
was born differently!!
Hyundai employed “Touch the Market” concept to
successfully find the potential buyers’ needs and
integrate them in the product development.2
numerous women to
identify those who fit
the demographic and
lifestyle description of
their target customer
for the second
generation Santa Fe.
The R&D teams at
the data and developed
the Santa Fe concept:
Eventually, Santa Fe's target market constituted of • practical buyers with limited means
• 60 percent of whom were males
• who placed a high priority on hardware and appearance and
• who could not afford the premium brands but
• liked to make a statement.
Precisely it was a broad customer base of• in the age category of 25-40
• urban class with safety and comfort as prime orientation.
• young professionals or
• entrepreneurs who want a spacious yet elegant vehicle
Market PotentialSanta Fe, as a promising CUV is aiming at Masses
Shouldn’t we expect more from CUVs? Shouldn’t
they be as safe as they are practical, as fleet as they
Awards:• Insurance Institiute for Highway Safety’s
Top Safety Pick Award 2007
• JD Powers award for the top quality
non-luxury car 2007.
Santa Fe versus Land Rover
Clear and unambiguous in communicating their
positioning statement recently
Santa Fe versus a known prestigous and high quality
SUV in the Land Rover
Well rounded SUV with high quality at a reasonable price
You can’t win Everything!
Santa Fe's positioning statement and competitors
Toyota RAV-4: "No matter how you define performance,
Toyota Canada's 2008 RAV4 re-defines it"
Honda CRV: “Something new to crave.”
Hyundai Santa Fe: Same level of quality and best safety
feature for a lower price
Evolution of Positioning statements
2002 : “The thinking person’s SUV”
2004 : “Stylish SUV”
2006 : “Flexible, Agile and for whatever shape life takes”
“Refresh, rejuvenate and a welcome respite from the everyday”
2007 : "Presenting a new reference, recipient of the Insurance
Institute for Highway Safety’s Top Safety Pick award for 2007
and thoughtfully designed to pursue adventure while giving up
nothing to performance. Think about it.”
Be consistent with its positioning statement
• Standardized slogan and advertisement
Clear defined differentiating strategy
Apply “touch the market” qualitative method to new and
Q & A period
Appendix1. Source : http://www.mediamark.com/mri/TheSource/sorc2005_03.htm
2. Source: http://www.pdma.org/visions/june07/cover-story.php