Successfully launching a new car means finding a positioning idea which is compelling in terms of consumer need, distinctive within the sector and – crucially – true to the reality of the product itself.  

When Hyundai asked us to input into the launch of probably their most high-profile car since the Hyundai Coupé we faced an additional challenge – that of researching product and positionings in depth whilst also keeping a ‘Top Secret’ lid on the whole process and minimising the risk of leaks to the motoring press.

Our solution was to organise a Qual-Quant, whole-day, ‘360-degree’ car-experience session with around 50 respondents exposed to both the new car itself and a range of positioning concepts developed from a prior round of exploratory KSBR Teleforums™. 

Secrecy and security meant meticulous pre-vetting to weed out respondents with any motoring connections, plus sensitive but firm rules on the day to eradicate all possible security risks.

The resulting consumer feedback helped Hyundai’s agency create a launch campaign which ticks all of the boxes: powerfully motivating, fresh in the sector and credibly rooted in product-truth. 

Hyundai’s new car – the ‘Veloster’ – will be revealed at the Detroit Motor Show in late 2011.