Baby discounts at Hyundai

Hyundai Motor Co. has a new brand name ― “H art” ― for its cultural programs, and it’s giving discounts for couples with new kids.
The decisions comes as the top automaker works to refresh its brand identity amid sluggish sales and a corruption scandal involving top managers.
Logos of major companies ― mostly carmakers and banks ― have long appeared as sponsors on leaflets at musicals and concerts as they have increasingly beefed up their cultural philanthropy. But Hyundai said it would hold its own art exhibition featuring cars and art by young Korean artists at five of its showrooms across the country, and the first exhibition kicked off at the Daechi showroom in southern Seoul yesterday.
A Hyundai spokesman said, “We have discovered the immense significance and potential of cultural marketing in the course of sponsoring operas and pop concerts over the past years.”
The “H art” brand will sponsor art as well as music, dance, movies and pop culture, he added.
In a separate, related move, Hyundai said it would offer discounts of up to 500,000 won ($534) for couples who recently had a child.
Under the new marketing scheme set to run until the end of the year, new car buyers who just had their first baby would receive a 100,000 won discount. Buyers with their second baby would receive 200,000 won, and buyers with a third baby would receive 500,000 won off. The campaign aims to combat Korea’s low birth rate.

By Seo Ji-eun Staff Writer [spring@joongang.co.kr]