Hyundai Momentum: Whitewashing The Good News
The tortured relationship between auto writers and the industry got a little more complicated this week, as Hyundai debuted its “ Hyundai Momentum” advertising site. The site itself is a wall of images showing reviews of Hyundai products from such fine publications as Autoblog, Edmunds Inside Line, and KickingTires. And of course, carefully curated by Hyundai PR. “Everything you want to know about Hyundai,” reads the tagline, “As told by everyone but Hyundai.” Which is true if “everything you want to know” consists of breathless Genesis reviews, concept car hype, and meaningless award write-ups. If Hyundai’s going to drape itself in the questionable credibility of so-called auto-journalists, why not post a few Elantra or Sonata reviews while they’re at it? Or, better yet, why not pretend there still is a line between the auto media and manufacturer PR? The sad part is that Hyundai actually has momentum, which makes snowjobs like this all the more unnecessary.
More by Edward Niedermeyer
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I can see this as necessary since Hyundai is in fact a "second rate brand" which is not yet proven for the long haul. Hyundai fanboys would be the only ones to detest that.
Indeed after 2 Hyundai products neither me nor any member of my family will own another. I managed to talk a co-worker out of considering one based on the issues I've had with both vehicles (including the ongoing with the Kia with the Hyundai 3.5 liter V6). She purchased a Civic instead of an Elantra or Spectra based on my experiences - they need to white wash as much as they can IMHO if they want to change perceptions.
Hyundai is a darling for now. But soon many victims will realize they build rapidly depreciating rust prone junk.