Brand transformation in action: How Hyundai became known for design and technology
From a value-for-money challenger to a design and technology brand: Hyundai has undergone a remarkable transformation in recent years. According to Interbrand, its brand value has risen by 72 percent in just five years, reaching 24.6 billion US dollars. But how do you change not just your products, but the way people perceive your brand?
That’s what host Verena Gründel discusses with Laura Rathai, Vice President Marketing at Hyundai Motor Europe, in the latest episode of the DMEXCO Podcast. Their conversation covers long-term brand building, Korean culture, AI search, and some major news from the world of sports marketing: Hyundai is becoming a UEFA Champions League partner for the next five years.
This episode is sponsored by Profound, Platinum Sponsor of DMEXCO 2026. Profound helps brands measure and optimize their visibility across AI-generated answers.
Brand building over feature communication: Hyundai’s strategic shift
Hyundai’s ambition to stand for technology, design, and innovation isn’t a short-term marketing pivot. It also builds on the company’s roots. Hyundai founder Chung Ju-yung built the company with the ambition of enabling mobility and progress. But especially in Europe, Hyundai spent a long time saying relatively little about its own story.
“There came a time where we said we never really introduced ourselves.”
That changed. Instead of focusing primarily on products, features, and value for money, Hyundai began putting greater emphasis on its origins, culture, and ambitions in its marketing. To measure whether the transformation is working, Hyundai tracks metrics including brand preference, awareness, and brand image attributes. According to Laura Rathai, the launch of the IONIQ models in particular led to significant increases in brand preference and in consumers’ perception of Hyundai as an innovative, technology-driven brand.
Hyundai takes brand building to Champions League level
In 2026, Hyundai is continuing to invest in its brand: The automaker is becoming a UEFA Champions League partner for the next five years. The partnership is designed to combine reach and emotional engagement with a stronger premium positioning.
For Laura Rathai, long-term brand building also pays off in performance marketing:
“The stronger the brand, the less expensive is the performance side.”
That’s why Hyundai doesn’t follow a fixed formula for how much budget should go into brand versus performance. Instead, Laura Rathai tells Verena Gründel, marketing mix modeling helps the company determine where the next euro can have the greatest impact.
How AI search is changing automotive marketing
At the same time, Hyundai faces a new challenge: People are no longer just searching for cars – they’re asking AI systems directly for recommendations. That changes the goal of visibility optimization. Hyundai doesn’t just need to be found; it needs to become part of AI-generated answers and recommendations.
In the latest episode of the DMEXCO Podcast, you’ll also discover:
- How Hyundai is optimizing its visibility in AI search
- Why the connected car is changing the relationship between brands and customers
- How Hyundai’s in-house marketing agency helps drive speed and agility
- How closely marketing is now involved in product development
Put on your headphones and get inspired by marketing insights from one of the automotive industry’s most innovative brands!
