Joel Ewanick is a name you’re probably not familiar with. I wouldn’t blame you, he works in Marketing, which is a pretty dull affair. However, you may be familiar with his work. He helped bring Hyundai to the mainstream with clever and well executed marketing plans. The Hyundai Assurance Plan (lose your job, return your car) was his idea. Not to mention during 2009, when the car industry was failing, his marketing plans helped Hyundai increase market share and even turn a good profit. Advertising during the Superbowl? His idea. Advertising at the Academy Awards? His idea again. Hyundai’s market share grew from 3 percent to 4.4 percent as of February (according to data from Autodata). To cap it all, he was named Marketer of the Year 2009 (the year of carmageddon) by Advertsing Age. So why am I writing about him? Well, he’s leaving Hyundai.
USA Today reports that Mr Ewanick is jumping ship to Nissan where he’ll oversee the marketing for all Nissan branded vehicles. When you consider that Nissan has its Leaf sprouting to market soon, it’s suddenly understandable why they want to employ people like Ewanick. And what about Hyundai? “We’ll definitely miss him. He made a lot of great contributions,” said Chris Hosford, Hyundai spokesperson, “but having said that we have a good bench strength in our marketing department.” Oh. So he won’t be missed that much?