Hyundai has big World Cup goals

It's a kickHyundai's major soccer affiliations 1999: Women's World Cup, U.S. 2000: European Championships, Belgium/Netherlands 2002: World Cup, Japan/South Korea 2004: European Championships, Portugal 2006: World Cup, Germany 2010: Partner with Kia, World Cup, South Africa 2014: Partner with Kia, World Cup, South America RUESSELSHEIM, Germany -- Hyundai is ready to exploit to the full its sponsorship of the World Cup soccer tournament this summer.During the monthlong tournament in Germany, the Korean automaker will: Sell special-edition World Cup versions of several models, including the Tucson SUV. Hyundai says it expects to sell 30,000 vehicles at a nominal premium. Provide nearly 1,000 vehicles to transport World Cup officials, players and media. Sponsor a "Goodwill Ball Tour" in all 32 nations represented in the tournament, including the United States. The tour will enable fans to sign a giant soccer ball that displays their home country's flag. Hold a contest that invites fans to create a slogan for each country's team. The grand-prize winner gets two tickets to the opening match.Hyundai would not disclose the cost of its World Cup sponsorship.The company also has developed a Web site that will link to the official World Cup home page. Visitors to the site will pick a "fan of the match" from among spectators at tournament games. The fan who is voted most popular will win a Hyundai vehicle.Hyundai Europe executives outlined their marketing plans for the world's most-watched sporting event in an interview with Automotive News Europe at the company's headquarters here. Automotive News Europe, like Automotive News, is published by Crain Communications Inc."We are focusing on increasing our brand power," says Rae-Su Cho, Hyundai Europe's marketing director. "We are using the World Cup sponsorship as much as possible. This is a chance for consumers to see our cars and to see us as opinion leaders."Hyundai has promoted soccer actively since it sponsored the women's World Cup in 1999. Last year, Hyundai extended its contract with FIFA, soccer's governing body, until 2014. The company's sister brand, Kia, will be Hyundai's joint sponsor of the 2010 World Cup in South Africa.For this year's tournament, Hyundai is developing World Cup commercials that will air across Europe starting next month. The tournament begins June 10 in Munich, Germany."We must work harder to increase our brand power," said Roland Schaaf, Hyundai Europe's brand manager for marketing and communications. "The World Cup gives us the biggest stage to make that happen."South Korea and Japan jointly hosted the last World Cup in 2002. Hyundai invited 2,000 foreign consumers to tour its factories during those games. You may e-mail Jason Stein at jstein@craincom.de

Hyundai has big World Cup goals

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