Best known for producing an affordable line of cars, Markham, Ont.-based Hyundai Canada is abandoning the tried-and-true ‘value’ tactic to move toward ’emotional,’ ‘high-quality’ and ‘stylish’ positioning, says Peter Renz (pictured), its new director of marketing and PR. Price point is simply ‘not profitable anymore,’ he says.

Renz, who has been in the position since November, is also busy building his team, recently wooing Kalle Ludig, with whom he worked at Toyota, to the brand as advertising manager. Tom McPherson was also recently hired to handle PR and Renz plans to bring two new

junior marketing people on board shortly.

Hyundai will be launching seven new products in the next 18 months, including its first minivan early next year. The brand also recently invited 30 Canadian auto journalists to

San Francisco to test drive the new Sonata in the region’s wine country. It’s a PR tactic the brand has never used before but that fits the new image the company is gearing up to push hard in the coming months.

Renz knows a thing or two about marketing high-quality cars after spending time in top marketing spots at Toyota and Honda. Most recently, he was national manager at Lexus, responsible for launching the brand in Canada.

The flush of new TV, print and outdoor marketing expected in the coming months will be created by the brand’s new agency, Toronto’s Bensimon Byrne.