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Hyundai looks for an image upgrade

The company woos digital influencers in a bid to boost its premium sedan Elantra's fortunes

T E Narasimhan  |  Chennai 

Two years ago, auto giant Ford created quite a flutter in the US when it decided to give away Ford Fiestas to bloggers and tweeters for six months, asking them to record their experiences. This was not the first time an auto company had stormed the digital highways, but it got the auto world buzzing about the potential of new media.

Now, Korean auto major Hyundai is following its peers across the world as it reaches out to social media influencers to promote the newly launched model of Elantra and reposition itself as a 'modern premium' car maker. Y K Koo, managing director and CEO, ...

First Published: Tue, August 30 2016. 21:05 IST
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