According to Automotive News Hyundai Motor America CEO Dave Zuchowski will be taking big regional budgets and spending it on national advertising. Hyundai has lost a half-percentage point in U.S. share in the past two years -- after having a few very strong years starting in 2010. Hyundai corporate subsidizes dealers who group together for regional advertising and place local ads in their markets. In 2014 Automotive News says Hyundai contributed to 86 Regional groups and plans to pull funding from all but the largest 50 markets. Dealers in the other 36 markets will still be able to run Hyundai-produced commercials, but they will need to pay for the advertising.