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Boosted by last years strong sales performance, Hyundai Motor (Thailand) Co has an aggressive vehicle sales target this year despite the poor car sales outlook. After selling 900 units last year, the company wants to reach sales of 1,500 vehicles this year or a 67% increase, helped by the opportunity in the niche market for its new H-1 series.
Hyundai Thailand aims to establish a strong position for the H-1 series, a full-size multi-purpose vehicle (MPV). It will emphasize high functionality and effective marketing programs that ensure adequate exposure among target customers, said president Yoshizumi Kurata.
''As we all know, 2008 was the year of many changes and uncertainty. We saw fluctuating oil prices, which exceeded 40 THB a liter for a number of months and declined sharply to below 20 THB per liter, on one hand and changes of government in the most unpredictable way on another,'' he said.
''Consumer confidence has significantly deteriorated and the overall automobile market is severely affected. However, Hyundai was able to enjoy strong sales growth and posted attractive sales at the end of the year.''
The current H-1 lineup makes up 80% of sales while the Sonata saloon, H-100 pickup and sport Coupe make up the remaining 20%.
''Despite very modest brand awareness and confidence for Hyundai in Thailand, we realize that our sales are driven by excellent product functionality and positioning,'' he added.
The company is planning to offer a new addition to the current H-1 series in 2009, with an upgraded interior that offers optimum comfort and functionality such as adjustable seat arrangements, special seats, rear wipers and additional decorations.
Boonkieng Sukpiriyakul, general manager for sales and marketing, said the H-1 Maesto series would be upgraded to appeal more to premium consumers.
The new addition to the H-1 series will help Hyundai establish its presence in Thailand's niche market, moving up closer to the premium market position, he said.
The launch is scheduled at this year's Bangkok International Motor Show 2009 but the retail price has not yet been finalized. Current H-1 models are priced from slightly over 1 million THB to 1.4 million THB.
Supatpong Junprom, marketing communication manager, said the company had no plan this year to introduce new Hyundai models but would focus on marketing existing models.
A study is also under way to import subcompact cars to Thailand.
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