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Hyundai is hoping to raise its profile to new levels through a pair of sporting associations during 2014, with a return to motorsport in the World Rally Championship complemented by sponsorship of the 2014 football World Cup in Brazil this summer.
Although it was something of an ignominious start to the rally season, with both i20 WRC cars retiring on day one, Hyundai has committed to a learning season before a serious assault on the championship in 2015.
The World Cup sponsorship will put the company's logo in front of most households in the UK.
"You can't put a television on three months before the World Cup without seeing sponsorship. It's all good for product recognition," says Hyundai fleet chief Martin Wilson. "With WRC and the World Cup we will be front of mind."
Hyundai has enjoyed strong growth over the past few years, having traditionally languished just outside the lower reaches of the top 20 fleet manufacturers by registration volume. That all changed in 2010 with a massive jump in sales, and the past two years have seen the Korean brand consolidate its place within the top 10, ahead of more traditionally popular brands such as Toyota, Citroen and Renault. Last year saw the company enjoy modest growth as it retained ninth position in the table, breaking through the 40,000-registration mark for the first time. In 2009, it only just breached 7000.
| Hyundai's fleet sales growth | |||
| Year | Fleet registrations | % change | Fleet position |
| 2013 | 40,884 | +2.3 | 9 |
| 2012 | 39,960 | +28.4 | 9 |
| 2011 | 28,593 | +53.6 | 12 |
| 2010 | 18,610 | +157.4 | 14 |
| 2009 | 7230 | -19.0 | 23 |
| Source: SMMT | |||
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