The advertising featuring a male voiceover referred to the following:
“At Hyundai you'll hear us say "believe everything you hear". And now also believe everything you touch, from the solid grip of the door handle to the responsiveness of the wheel, you'll feel the confidence of Hyundai engineering, even before you become aware of the engine's subtle purr.
At Hyundai we believe innovation goes hand in hand with quality so we produce our own steel and manufacture every key component ourselves.
Hyundai, nothing feels like it, nothing drives likes it, nothing’s built like it. Hyundai believe everything you hear”.
The complainant challenged the statement that Hyundai manufactured “every key component” themselves. The complainant provided photographs which he said were taken by a Hyundai dealer from a customer’s Hyundai IX35, which the customer had left in for repairs. The photographs depicted components from the car which apart from the Hyundai Logo also featured the logos of an automotive parts supplier and another car manufacturing company.
The advertisers asked that the complainant identify the Hyundai Dealer in question as they wanted to eliminate the fact that the complaint could be from a competitor.
The Executive informed the advertisers that while the complainant was prepared to provide the date the photographs were taken (May 2016), he was not prepared to identify the Dealer as he did not consider it relevant to his challenge whether the advertisers could substantiate the claim which they had made in their advertising.
The Executive pointed out that they were satisfied from their enquiries that the complainant was not a competitive complainant.
In responding to the complaint, the advertisers said they had not stated that they make every component in every vehicle. They said what they had stated was “We produce our own steel and manufacture every key component ourselves.” They pointed out that it was the key components they had focused on and that it was absolutely true that some ancillary components were made by third party suppliers. They said the key components manufactured with Hyundai steel were, the body, doors, bonnet and all car panels.
The Complaints Committee considered the details of the complaint and the advertisers’ response in the matter. The Committee noted the four ‘key’ car components identified, which are manufactured with Hyundai steel. In the context of the marketing claim, they considered, however, that consumers would understand ‘key’ components to be more considerable than those identified and that consumers would not understand that the components being referenced were the steel components of the car. In the circumstances, they considered the advertising was misleading and in breach of Sections 4.1, 4.4 and 4.9 of the Code.
The advertising should not be used in its current form again.