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HD Hyundai Construction Equipment Europe in LECTURA online Brand Survey

Of the total 52,644 replies received in LECTURA online survey from 8th September to 15th November, Hyundai received 893 reviews from 105 countries from all around the world. Most replies were received from the United States, followed by Australia in second place and the United Kingdom.

How do you consider this brand to be in general?

The result of the first question is pretty leveled. Close to 32% of survey participants marked the South Korean manufacturer a premium brand. A little bit over 35% of the respondents thought that Hyundai is rather a medium brand and almost 33% of people stated it is a basic brand. On a 5-point scale, the average rating equals 2.98 points out of 5.

A deep dive into different regions of the world showcases interesting details. The highest number of respondents who claimed Hyundai to be a premium brand comes from Africa (45.9%), followed by Asia (38.9%) and Europe (34.1%). On the other hand, the “worst” reviews were given from surveyees based in South America: just 28.6% claimed that Hyundai is a premium brand, the same percentage of 28.6% selected medium brand rating and the majority of 42.9% rated it as a basic brand. Also, North American respondents rated Hyundai rather low: 26.1% rated the South Korean company as a premium brand, 41.8% as a medium brand, and exactly 32% marked Hyundai as a basic brand.

On a country-specific level, the most satisfied customers that marked Hyundai a premium brand come from different countries across the world including Chile, Poland, Czech Republic, Sri Lanka or Kazakhstan. This outlines the global popularity of the brand probably supported by its wide network of dealers and media visibility which are the factors explored in the following chapters.

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