Competitive Analyses

When it comes to midsize-sedans there are over five different car brands to choose from. “The midsize-sedan market is possibly the most competitive in the U.S. Not only do you have the Honda Accord and Toyota Camry, pretty much everything else is at least a solid player, like the Ford Fusion, Chevy Malibu, Nissan Altima and our Best Buy winner, the Kia Optima”( Buglewicz, Keith. "2017 Hyundai Sonata." Kbb.com. Kelly Blue Book, 05 Dec. 2016. Web. 21 Mar. 2017. <https://www.kbb.com/hyundai/sonata/2017/>). If you’re looking for a comfortable, refined, high-tech and affordable midsize 4-door, then the Hyundai Sonata is the right car for you. Comparing the 2017 Hyundai Sonata to its comparators it’s no secret that it stands out from the crowd. Hyundai offers a 100,000-mile warranty on any of their vehicles, dynamic luxury design, and fuel efficiency. “Two noteworthy changes for the 2017 Sonata include adaptive headlights on Limited models, and Apple CarPlay that was added during the 2016 cycle. Hyundai also lowered the price a little on the base Sonata, giving it bragging rights as the least expensive car in its class” (Buglewicz, Keith. "2017 Hyundai Sonata." Kbb.com. Kelly Blue Book, 05 Dec. 2016. Web. 21 Mar. 2017. <https://www.kbb.com/hyundai/sonata/2017/>). Even though they have a great product that exceeds the competition in certain aspects, they are lacking in the customer relations and advertising department. Toyota in particular is leading in advertisements, they develop basic concepts that are relatable to everyday people even if they are not in the market to buy a car. They have a way of connecting with the customer through print or video advertisements. “Toyota won’t air its Super Bowl LI commercial to a national audience, but if you’re in California on Sunday, you might be able to see it. Titled “Daisy,” the commercial tells the story of a down-on-its luck daisy that gets a second chance at life thanks to the Mirai’s aquatic emissions” (Dakota Randall on Thu, Feb 2, 2017 at 1:26PM. "Toyota’s California-Only Super Bowl Ad Shows 2017 Mirai Restore Life." NESN.com. N.p., 02 Feb. 2017. Web. 21 Mar. 2017. http://nesn.com/2017/02/toyotas-california-only-super-bowl-ad-shows-2017-mirai-restore-life/).

With Hyundai lacking in the advertising department they need to come up with more creative ideas other than comparing their vehicle to their competitors. They need to come up with an ad that their current customers and future customers can connect with, which is why I chose to use this brand for this assignment.