Safford Hyundai of Springfield

Brief

Safford Hyundai of Springfield was a relatively new point when they came to us and were struggling with consistency. The bottom line – they weren’t making any money. We put together a full-scale strategy to include a wide range of digital and social marketing combined with a consistent cable TV presence and owner body communication. STRONG then submitted a co-op request to Hyundai for additional funds in support of the plan.

Findings

• Springfield and surrounding communities are affluent areas with
  median HHI near $100,000.
• The majority (62%) of households that own new vehicles purchased them at dealerships located within 20 miles of their homes. Thirty-six percent bought them within 10 miles of their homes.
• 41,356 ethnic Koreans live in Fairfax County, VA, making up 62% of Koreans in all of Virginia.
• 146,272 identify as Hispanic or Latino but not Mexican, Puerto Rican or Cuban. These people cluster in Springfield and the periphery of Fairfax County.
• People ages 55 to 64 have the highest probability of buying a new vehicle compared to other age groups.

Solution

A multi-level strategy was required. Safford Hyundai of Springfield is located within the Washington DC DMA, a very expensive media market. The marketing plan would need to be strategic and diverse, and capable of appealing to 4 distinct target groups:

• Upscale Younger Families
• Upscale Older Families
• Upscale Koreans
• Hispanics

Results

Within the first 6 months of our partnership, they were turning a monthly profit. Fast forward to our second year together, and they will more than double total profits from the previous year.

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