Hyundai Motor Corp. reportedly failed to see the humor in a recent Top Gear episode on BBC2 in which the show’s irreverent hosts had at little fun at the expense of Korea’s flagship automaker. Jeff in Busan, in turn, had a little fun at Hyundai’s (and the Chosun Ilbo’s) expense, but while he was at it, he linked to some videos from previous episodes of the show that really are must watches. I mean, you wouldn’t want to miss an Apache gunship trying to get a radar lock on a Lotus, or an Aston DB9 racing a train from Surrey to Monte Carlo (let alone what they do to some poor Toyota truck), now would you?
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11 Comments
Some people at Hyundai “got it” but, on the whole, Hyundai really does live up to its reputation as having some of the most backwards, country bumpkins on a chaebol payroll. I will never forget a certain ad executive telling me how “Hyundai people” never seemed to understand what a marketing concept really was . . .
I agree with uptight Korea and having too much importance on outside image of Korea.
But I also understand why Hyundai maybe overly sensitive. They’ve tried very hard over the years to fight the overseas image of cheap poor quality cars. Notice also how the British show worded it - they said “Korean cars” (Asian cars), not “Lotus”, or “Hyundai”, or “Toyota”, or any other brand, they worded it as “Korean cars”.
Seems like another example of the Korean news media blowing stuff out of proportion. I saw an episode in which the Escalade was subjected to nonstop ridicule. See http://www.racingflix.com/getv.....54&p=6
The hosts stated that the only reason anyone would buy an Escalade would be for the “bling” factor. Later on, one of the hosts explained how he had “blinged up” a Volvo station wagon by tinting the windows and adding spinners.
I think Jeff’s right in that this is just a failure of cross-cultural humor. I shudder to think of the reaction here to Korean comedy sketches featuring performers in blackface…
Actually, from the Chosun article it seemed Hyundai “got it” in that the company spokesman said it “might appear odd to respond in a serious manner” to the show. All part of the growing pains of the chaebol as they take over the world
They seemed to understand the marketing concept of a 10-year, 100,000-mile powertrain car warranty that completely changed their brand name perception in the U.S. and made them contenders….
Another reason why the Marmot should work for OhmyNews instead of the Chosun
http://www.ohmynews.com/articl.....sort_name=
Also note the reader’s comments on this article. Koreans aren’t always so irrational as some may think they are, eh?
Top Gear: Good show.
Korean Cars:…Getting better…
Jeremy Clarkson: Wanker.
But ultimately, Hyundai gets the last laugh.
Hyundai Targets 14 Pct Rise in 2005 Sales
By REUTERS
Published: December 31, 2004
The thrust of Top Gear’s critique of Korean (and Malaysian) cars was essentially that they lack ’soul’ - that they are produced in the same way as white-goods, the focus being on the number of units out the factory door not on producing the best product possible. When was the last time you heard Hyundai or Kia winning a design award for a Korean designed car? Korean cars reflect the culture that produces them: quantity over quality. Hyundai is expanding its market share by offering cheap (comparatively) cars. In the UK a Kia can be driven of the lot for nothing…nothing down, no interest…you get the idea. Hyundai, like many of Korea’s conglomerates, sells cars at or near (or below) cost, thus the reason net profits keep dropping while exports rise. As long as the government keeps the credit taps open, real profits (share holder value)are secondary considerations. Where Korean cars fail miserably (anyone who’s owned one can attest to this) is in resale value; essentially the perceived value of the product 3-4 years after manufacturer. Korean cars depreciate quickly and steeply.
And what’s going on in the British car industry? Is there any car comapny which isn’t owned by a foreign (e.g. German company)?
The British automobile industry is as dead as the British empire. Legendary car brand names have survived, but nobody can live in the gone glory of the past forever.
Putting Korean workers into work, making some profits with modestly decent cars is better than being jobless. Ask a British ex-industry-worker. Huh. Guess, he would be lucky to assemble a Hyundai car.
Wow - the Brit car industry would love to be in Hyundai’s position.
Now we will have to subsidise Rover - is that the same as selling below cost?