Hyundai WIA is the machine tool division of Hyundai Motor Corp. They design and build CNC machines to manufacture parts for OEM’s. They manufacture 15 different machines and need to expand their brand awareness and market penetration.
Although solid machines, Hyundai WIA has not provided the marketplace with the exact machines it needs. This has lead to brand erosion.
Through strategic planning, CGT Marketing tied a new line of machines to Hyundai WIA’s road rally sponsorship, positioning them as rugged, precise and part of a winning team. This new position works for their distributors as well as their end users.