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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

Hyundai looks for an image upgrade

Twoyearsago,autogiantFordcreatedquiteaflutterintheUSwhenitdecidedtogiveawayFordFiestastobloggersandtweetersforsixmonths,askingthemtorecordtheirexperiences.Thiswasnotthefirsttimeanautocompanyhadstormedthedigitalhighways,butitgottheautoworldbuzzingaboutthepotentialofnewmedia.Now,KoreanautomajorHyundaiisfollowingitspeersacrosstheworldasitreachesouttosocialmediainfluencerstopromotethenewlylaunchedmodelofElantraandrepositionitselfasa'modernpremium'carmaker. YKKoo,managingdirectorand ...