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436 Out of 591 Consumers Prefer Hyundai Sonata To Toyota Camry

16 November 1999

436 Out of 591 Consumers Prefer Hyundai Sonata To Toyota Camry IN FIRST-EVER BLIND TEST DRIVE

    FOUNTAIN VALLEY, Calif., Nov. 15 -- Hyundai Motor America
conducted a unique marketing research effort this weekend, daring consumers to
take a blind test drive and compare its flagship Sonata to the number one
selling car in America -- the Toyota Camry.  Nearly three-quarters
(73 percent) chose the Hyundai Sonata over the Toyota Camry.  Both cars were
completely concealed in "brown bag" wrapping so that consumers could not
identify the vehicles at any time during the parking lot test drive.
    Nearly 600 consumers participated in the Hyundai Brown Bag Challenge, held
Nov. 12-14 at Westfield Shoppingtowns' North County Fair Mall in Escondido,
Calif.  Participants voted for car "A" or "B" or "tie" following a test drive
of both vehicles and were not aware of the make or model of the two vehicles
involved until after they cast their vote.  Of the 591 consumers participating
in the test drive, 436 chose the Hyundai Sonata and 33 called it a tie.
    "We are thrilled with the results of this unique marketing research test
pilot and look forward to expanding it to other cities," said Donna Kane,
public relations manager for Hyundai Motor America.  "The results affirm our
belief that if consumers eliminate any preconceived notions about our brand,
they will find that the Hyundai Sonata compares favorably to other leading
manufacturers' vehicles, while costing considerably less."
    Approximately 37,696 Toyota Camrys were sold in October, compared to
2,743 Hyundai Sonatas.  The Hyundai Sonatas used in the test cost between
$3,500-5,000 less than the Toyota Camrys sampled, and all Hyundai vehicles
come with The Hyundai Advantage, America's Best Warranty, which includes a
10-year/100,000 mile powertrain warranty, a 5-year/60,000 mile
bumper-to-bumper warranty, a 5-year/100,000 mile anti-perforation warranty and
5-year/unlimited-mile roadside assistance protection.
    "We need to continue to look for unique ways to test our products with
consumers and get them to consider Hyundai," Kane said.  "The fact that our
sales have increased 74 percent year-to-date indicates that consumers are
beginning to realize the excellent value that Hyundai offers."
    Hyundai Motor America conducted a random sampling of consumers as part of
this marketing research effort.  The sampling was not performed according to
any national scientific research standards.
    Hyundai Motor America, based in Fountain Valley, Calif., is a subsidiary
of Hyundai Motor Company of Korea.  Hyundai cars are distributed in the United
States by Hyundai Motor America and are sold and serviced through nearly
500 dealerships nationwide.