Would You Buy a $30,000 Hyundai?

Most people wouldn't, so the South Korean carmaker has hired a new ad agency to move its image upmarket in the U.S.

Hyundai Motors America chose Goodby Silverstein & Partners as its new ad agency on Apr. 17. Goodby, which until recently had been handling ad duties for General Motors' (GM) Saturn brand, is charged by the Korean automaker with "moving the brand to a whole new place in consumers' heads," according to Joel Ewanick, Hyundai director of marketing.

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