Hyundai to Discontinue PYL Marketing While Launching New Veloster, i30 and i40

According to automotive industry sources on December 23, Hyundai Motor will introduce facelift models for the i30 and i40 early next year.(image: Hyundai’s 2015 i40 model)

SEOUL, Dec. 24 (Korea Bizwire) — Hyundai Motor will discontinue its “PYL” (Premium Younique Lifestyle) marketing campaign targeting young consumers from the next year. The three models that constituted the backbone of the PYL marketing including the Veloster, i30 and i40 will instead try to boost sales through launch of new models.

According to automotive industry sources on December 23, Hyundai Motor will introduce facelift models for the i30 and i40 early next year. The exterior of these models will comply with the company’s design philosophy “Fluidic Sculpture 2.0″ that has been applicable to the new Genesis model.

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The front hexagonal grille of these cars will be bigger, with the headlamps and rear lamps looking sharper than the existing ones. Their powertrain will be the seven-speed dual clutch transmission.

Hyundai Motor’s PYL (Premium Younique Lifestyle) campaign was launched in its aim to win over young consumers. (image: Hyundai Motor)

The facelift models for the i30 and i40 are expected to sell well in overseas markets as well as at home, as their exteriors have been changed to stimulate the young customer’s appetite. But the company’s PYL marketing campaign that has continued from 2011 will be terminated as its performance has been unimpressive.

For example, the sales of the i30 have been 6,409 units for the 11-month period until November this year, down 33.6 percent from the same period a year ago. During the same period, the sales of the Veloster and the i40 were down 44.4 percent and 50.4 percent, respectively.

By Kevin Lee (kevinlee@koreabizwire.com)