Simply focusing on updating the performances on compact cars caused the market to be stagnant. 20 years after launching the first FIT, we saw the need for the image of compact cars to be entirely changed. Priority was made to researching the value of the compact car by understanding the strengths and developing new standards. This has given a new value to the compact FIT cars.

To clarify, the concept of a “car that enriches people’s daily lives” meant to change the idea and attitude of the car being a person, a hero in our daily life. This meant that advertising and marketing needed to change from the common past marketing and promotional approaches to focusing on the car being part of daily life using a tilt shift video technique and increasing visual emphasis on commercials, posters, catalogs and exhibitions.

Key strategy is to target the young customers in their 20s and 30s who are also the future customers. Thus, it was necessary to not only change their current perception of FIT but to rebrand the image of FIT long-term. The customers needed more than their understanding of functionality and fuel efficiency of the car. Rebranding FIT to our current marketing strategy involved making connections with broader companies and marketing companies that would help change the image of FIT being part of our lifestyle.

Prior to our launch, we started broadcasting 30-second commercials portraying the new image of FIT. From the time of the launch, we created a special feature ad in newspapers and put up a special website to share the concept of FIT. Creating an image that FIT is for everyday life, we focused on advertising and promotions in lifestyle magazines and released 50,000 original editions of a special FIT concept book nationwide as well as promoting at exhibition events at T-SITE (five locations) across the country. We received positive feedback from new and potential customers on SNS who have not had previous interest in cars.

Prior to our launch, we started broadcasting 30-second commercials portraying the new image of FIT. From the time of the launch, we created a special feature ad in newspapers and put up a special website to share the concept of FIT. Creating an image that FIT is for everyday life, we focused on advertising and promotions in lifestyle magazines and released 50,000 original editions of a special FIT concept book nationwide as well as promoting at exhibition events at T-SITE (five locations) across the country. We received positive feedback from new and potential customers on SNS who have not had previous interest in cars.