Hyundai to Bow Corporate Image Print, TV

DALLAS Hyundai Motor America is breaking its first corporate image campaign with a print ad in this week’s Economist magazine, to be followed by TV spots beginning Feb. 28.

Created by the independent Richards Group in Dallas, the ads focus on the South Korean automaker’s investment in the U.S., including a $1 billion assembly plant in Montgomery, Ala., a $117 million technical center in Superior Township, Mich., and a $50 million proving ground in California City, Calif., that opened last year. The tech center and assembly plant are scheduled to open this year.

Hyundai, whose previous advertising has focused only on its vehicles, is expected to air three or four commercials geared toward enhancing its corporate image this year, an agency representative said. Print ads will also appear in Time and Business Week magazines, the rep said.

Campaign spending was not disclosed.