More opportunities for connecting with customers are coming, and we check out what’s in store
ANY TRUE competitor will tell you that there is no merit in ruing the failures of the past. For while these afford crucial lessons for future actions, lingering on them can cripple you with inaction, and demoralize.
Hyundai Motor Philippines, Inc. (HMPH) seems to be channeling this mantra. After taking over the sales and distribution reins of the brand’s passenger car portfolio here in June of last year — yes, that was just last year — the company seemingly lost no time in striving to restore Hyundai’s primacy in the country. Remember that Hyundai at its peak here was the number-three auto marque in sales, before a much-talked-about freefall owing to a variety of causes. HMPH had proudly declared that it is coming back to the Philippines “with stronger purpose and commitment since the Philippines plays an important role for Hyundai especially in the Asia-Pacific Region.”
Not a few had observed how this revival comes at the right time — when Hyundai is serving up a new generation of vehicles, particularly its award-winning full-electric options. Even its volume-moving options equipped with conventional internal combustion engines have seen a massive refresh, certainly when compared to the models we’ve been used to seeing.
Recently, I had the pleasure of being with a delegation of media members flown to Jakarta and hosted by HMPH at the Gaikindo Indonesia International Auto Show (GIIAS) held at the mammoth ICE BSD City in Tangerang, Banten. The importance of the country to HMPH cannot be overstated; it’s where Hyundai manufactures the Creta subcompact crossover and Stargazer MPV. The company sunk in US$1.55 billion on the facility rising on a 77-hectare site in Kota Deltamas, Bekasi. From its production lines (envisioned to eventually churn out a maximum of 250,000 units a year) also roll out other models such as the Ioniq 5.
Speaking of the Stargazer, as I reported in a previous column, Hyundai unveiled a top-tier version (which it calls Stargazer X) at the motor show. Filipino customers can expect that to appear in HMPH showrooms by the fourth quarter of this year. Incidentally, Hyundai Motor Indonesia scored 3,727 bookings overall at GIIAS — underscoring how strong a marque it is in the country.
But vehicles, though the most important statement an auto brand can make, is truly just one touchpoint. We can experience what a firm stands for in a variety of ways — each contributing or detracting from its reputation cache. Take after-sales service, for instance. No matter how spiffy or luxe a brand says its vehicles are, if they fail in this department, then all the promises will ring hollow.
Having said that, Hyundai is certainly trying to convey what it stands for in a myriad of ways — from the way it chooses its global partnerships and endorsers (BTS!) to the virtues it extols (sustainability, smart mobility, innovation, and more).
Back to touchpoints, Hyundai is bringing its vehicles and, yes, brand values even closer and more conveniently to more people through its so-called City Store. Pioneered in 2016, the concept aims “to widen the brand’s reach from traditional dealers to urban locations, providing customers with convenient, innovative, and personalized purchase experiences through digital retail stores.” The Philippines actually has the honor of having the first City Store in Asia-Pacific — this one was opened by the former distributor Hyundai Asia Resources, Inc. or HARI. Located in SM City Cebu, the 80-sq.m. establishment featured “digital attractions” in aid of providing detailed information about products and options.
Our aforementioned trip to Indonesia included a stop at the Hyundai City Store Lotte Shopping Avenue. It’s no coincidence that Hyundai has a shop there. Lotte, of course, is known as one of the megabrands coming from South Korea. So, Hyundai takes its place among the many familiar brands of the country. There are vehicles on display, which browsers can inspect while being attended to by product specialists. They can also have a sit-down chat in a special lounge if they’re contemplating a purchase.
There are lots of things to interest even those not on the lookout for a new vehicle. Lifestyle items and an enticing array of diecast models are also available for purchase. One of the more popular attractions here is a photo feature where anyone can get in a digital snap with, yes, famous boy group BTS.
It’s obviously not just about providing more information about Hyundai, but making the brand more accessible and relatable.
HMPH promises to continue exploring concepts and tools at its disposal to further enhance and excite its growing Filipino market. Said HMPH Marketing General Manager Mark Parulan to “Velocity,” “Here in the Philippines, Hyundai Motor intends to offer not just innovative products and services but also spaces. Included in our expansion plans is the opening of at least one City Store. As of the moment, we are still exploring the best location to establish the first outlet and will update everyone as soon as we finalize our plans.”
In the meantime, Hyundai is plenty busy with activities around the country. Its so-called Hyundai Mobility Experience (HME) and Before Service tour resumes with stops in Davao (at SM Lanang Premier from Sept. 8 to 20) and Cebu (at SM City Seaside from Sept. 29 to Oct. 1).
HMPH said in a release that these events will allow Davaoeños and Cebuanos to “see and experience the brand’s latest collection of uniquely progressive and sustainable cars. Visitors will not just be able to view up-close Hyundai’s newest electric vehicle (EV), the Ioniq 6, but also discover the model’s trademark Vehicle-to-Load (V2L) functionality. This feature will be powering up the café (to) serve those dropping by with a free hot or cold beverage.”
Hyundai will also be displaying the Creta, Stargazer, Staria, and Tucson — all available for a test drive along with the Ioniq 5 EV. HMPH will give away golf umbrellas to those who will get behind the wheel, while a P10,000 discount voucher awaits customers reserving onsite.
HMPH Managing Director Cecil Capacete remarked, “We are excited about these two stops as they are technically also our first major activations as HMPH in the cities of Davao and Cebu — both of which are core markets for us and are part our infrastructure and space marketing expansion plans.” A free 23-point car checkup with disinfection offered by GBSA is open to all car owners, not just Hyundai users. If you sign up, you get a free Shell fuel voucher and premium Hyundai-branded tumbler. Appointments may be booked in advance at the nearest authorized Hyundai dealership or proceed to the events’ outdoor areas.
For more information, visit https://ift.tt/GIjY0rL. If you haven’t yet, you can follow Hyundai Motor Philippines’ official social media accounts in Facebook and Instagram and its YouTube channel (hyundaimotorphilippines).
Seize the Hyundai
Philippines Pandemic
إرسال تعليق