In Depth March 6, 2008, 5:00PM EST

My Way or the Highway at Hyundai

(page 3 of 3)

U.S. executives have expressed skepticism about luxury-line ambitions Sean McCabe

One consequence of this philosophy is that both Hyundai and Kia have been forced to sell more cars to rental fleets—a practice that tends to make brands lose cachet with buyers. But consumer psychology is something that Hyundai Motor has never mastered, says consultant Hall. At bottom, it has always had the mindset of a manufacturer, not a marketer. Many of the products made by Chung Ju Yung's original conglomerate, such as locomotive engines and tanks, were sold to business. Hyundai Motor's leadership team "lacks marketing savvy," says Yoo Young Kwon, a Seoul-based auto analyst at Prudential Investment & Securities (PRU). "What they need in the U.S. is to let American executives implement marketing strategy in a sustainable way."

But handing over the reins to American marketers is not something that seems to come naturally to Hyundai Motor. After walking through the receiving line on that Monday morning in February, Kia CEO Ahn spent the day criticizing the company's advertising. The brand has marketed itself as sporty and fun as opposed to the more serious Hyundai. In one of the meetings, Ahn said he hated an ad depicting a Kia dealer doing an impression of the film Flashdance, dancing wildly as the jingle "He's a maniac, maniac, and he's selling like he's never sold before" plays. Ahn halted the spots and said Kia's message should lose the campy humor.

HEAVY HANDLERS

Four days later, Kia America CEO Hunt and marketing vice-president Beavis lost their jobs. The firings came as a surprise to the Kia dealers gathered in San Franciso's Moscone Center. Some say they're worried that the brand's marketing message will become diffuse. "It doesn't inspire a lot of confidence," says Ed Tonkin, a Portland (Ore.) Kia dealer who opened one of the brand's original U.S. stores. "The danger is that every time you get a new person, they will go with different marketing and advertising."

Since the meeting, Ahn has taken over Hunt's old office and expanded it. He has tried to mollify dealers with offers of increased corporate support. Kia and Hyundai are also making a greater effort to improve the morale of disgruntled American executives. Kia spokesman Alex Fedorak says many of them get training from a Korean culture coach.

Cross-cultural outreach is long overdue. Several Americans expressed resentment at the so-called coordinators, the Korean overseers whose job it is to keep an eye on American managers. Culled from the ranks of up-and-coming stars in Seoul, they sit alongside American managers, monitoring decision-making and results. Both Hyundai and Kia have about a dozen coordinators. They must agree to major decisions—and sometimes smaller ones, such as whether to award vacations to dealers who hit sales goals. Japanese automakers also have coordinators in their U.S. operations, but they play more of an advisory role while the American executives have free reign to make major decisions.

Mark Barnes, chief operating officer at Volkswagen Group of America (VLKAY), who worked as a sales executive at Hyundai Motor America until 2006, says the coordinators applied pressure to achieve targets. "If you were subpar, they would ask what you're going to do to get your numbers up," Barnes says. During some conference calls, he adds, the coordinators would speak Korean to managers in Seoul, all but shutting out the Americans.

Kia spokesman Fedorak says the coordinators serve a valuable purpose: bringing the corporate vision from Seoul to America, then relaying the needs of the local market back to headquarters. Since few American employees speak Korean, the coordinators also act as translators. While acknowledging that Kia has a Confucian-influenced corporate culture in which "father knows best," he said this was not the main source of conflict with American executives. Instead, he attributed the tension to Korean managers' greater comfort with "stretch goals."

At the moment, the stretch goal that is stressing out American executives at Hyundai Motor is the company's insistence on trying to move into the low end of the luxury business. For years, executives in the U.S. have been telling their counterparts in Seoul that the two brands are not strong enough to sell for much above the price range of $12,000 to $25,000. But their warnings have been ignored. Chung believes that going upscale is essential for Hyundai and Kia. The weak dollar has hurt profits, and concessions made to the Korean unions are eroding the company's cost advantage. So both Hyundai and Kia have launched a slate of vehicles priced near or above $30,000. In 2005, for example, Kia released the Amanti (Ahn's limo) with a mandate to sell 20,000 a year.

The company didn't come close to hitting that number, selling just 5,500 of the sedans, priced between $25,000 and $30,000, last year. Still, nobody expects Chung to heed the advice of some American managers and pull back. "The top-down management style hasn't changed at Hyundai," says Lee Hang Koo, auto industry specialist at the Korea Institute for Industrial Economics & Trade. "This is bound to lead to cultural clashes with Americans. We've seen management churn in the past, and there's no reason to believe it will stop."

Welch is BusinessWeek's Detroit bureau chief. Kiley is a senior correspondent in BusinessWeek's Detroit bureau. Moon is BusinessWeek's Seoul bureau chief.

Reader Discussion

 

BW Mall - Sponsored Links

Buy a link now!