ABSTRACT
Hyundai Motor Company, a unit of Seoul, Korea-based Hyundai Corporation, is a distant tenth in United States automobile sales. In an increasingly competitive market, Hyundai had to develop a unique plan for marketing its vehicles against the other U.S. and Japanese giants. Recently, Hyundai began to display its Santa Fe sport utility vehicle inside the Las Vegas airport. In previous months, it had mailed thousands of invitations to homeowners on specific city blocks in Baltimore, Maryland, and Minneapolis, Minnesota, offering them a chance to test-drive its sleek Sonata sedan.
