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Hyundai's bid to teach Brits correct pronunciation

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Hyundai's bid to teach Brits correct pronunciation by Tree Elven on 26/01/2023
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South Korean multinational automotive manufacturer Hyundai entered the UK market some 40 years ago, and it's now decided this is the moment to teach the Brits how to pronounce its name in this comedy of errors involving voice search. Audio technology and voice recognition tools have developed beyond belief since Hyundai's cars came to Britain; marketing/advertising budgets were less, and less competitive; and of course the brand wouldn't have been focused on how the locals pronounced their brand name so much as how many units were being purchased. Given all of that, what do you think of the new promo? Fun and effective, or a bit unnecessary? It seems to be stirring up quite a debate over its usefulness / advisability while providing a correct answer for those of us wanting to learn it after four decades of ads reflecting the 'British' pronunication - job done in advertising terms? Hyundai UK says: "Welcome to the dawn of a new Hyundai. 2023 marks the dawn of a new Hyundai in the UK. We’ve taken this opportunity to break the mould and embrace a new chapter for our cars and the company, including changing the pronunciation of the brand in the UK to bring it in line with the global organisation and our Korean heritage". It remains to be seen how this attempt to 'bring it in line' will go down in Britain, though the humour certainly helps.

Keywords: Hyundai pronunciation ad, Hyundai UK, brand names pronunciation, Korean language, Innocean UK

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