Hyundai Hits Street With RFP

Sales may be soaring, but Hyundai Motor Ame rica sees “untapped potential” and is eager to become a “real Toyota/Honda level brand,” according to the pro posal request for its $160 million national creative account.

Bates USA West in Irvine, Calif., is defending the business, which it has handled since Hyundai’s 1986 launch in the U.S. The search is being led by Select Resources International, West Hollywood, Calif.

The RFP states that shops must be ready to “fully service both the factory and the dealer side on a consolidated basis,” which contenders take to mean that the dealer account will follow the national business.