Hyundai Wants To Be The Friendliest Automaker Not Just The Cheapest CarBuzz News Features New Cars Used Cars Sell My Car Shopping Tools Car Reviews Car Finder Compare Cars Best Cars Car Dealerships Used Car Reviews Car Advice Home News Hyundai Wants To Be The Friendliest Automaker Not Just The Cheapest

Hyundai Wants To Be The Friendliest Automaker Not Just The Cheapest

Sep. 16, 2018 6:00 PM ET by Jared Rosenholtz / 6 Comments With an improved customer experience. Hyundai has been dealing with an issue regarding the sales of its Genesis luxury vehicles. As of now, Genesis cars are still sold in the same dealerships as Hyundai cars, though the company has continued to flip-flop on whether it should open standalone Genesis dealers. In our opinion, Hyundai would be smart to separate the two brands otherwise consumers will struggle to take Genesis seriously as a luxury competitor. Even if Genesis doesn't split, Hyundai is attempting to improve its own dealership experience, as Automotive News reports. Hyundai Buying a luxury car should be a very different experience than buying a run-of-the-mill car. Hyundai is currently seen as a value brand, so many consumers come in looking for the best price rather than a good customer experience - the opposite of what is true for luxury shoppers. Dean Evans, Hyundai's chief marketing officer, is hoping to change the perception of Hyundai from the best value to the best customer experience. "You've got to have something in front of them besides a big, fat rebate," Evans told Automotive News. Customers "remember us because we're this good brand. They don't remember us because we have the best warranty and the lowest price." Hyundai Hyundai's most potent weapon in the quest to improve customer satisfaction is its Shopper Assurance program. This program gives customers access to market-based online pricing, flexible test drives, and three-day refunds on new vehicles. Most of Hyundai's dealers have adopted the program, but some "volume dealers [still] believe in the $69-a-month Elantra" Evans said. Of Hyundai's 840 dealers, 720 have adopted Shopper Assurance, though the last 120 have been hard to convince. Hyundai hopes that by giving the consumer more up-front information, it can improve its overall customer experience and brand appeal. Hyundai Hyundai Hyundai

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Hyundai Elantra Jared Rosenholtz Editor-at-Large After graduating with an MBA, Jared pursued his love of cars by becoming an automotive journalist. An internship with CarBuzz grew into his current position as Editor At Large. Jared now spends most of his time evaluating new vehicles and chasing the latest news stories in the automotive industry. When he’s not attending Cars & Coffee events on the weekend, Jared loves to watch NFL football and cruise around with the top down in his German convertible. Contact Jared @Carsnbites @jar_rosenholtz LoginSign Up Home News Features Car Reviews Car Advice 2021 CarBuzz Awards New Cars Used Cars Future Cars Compare Cars Sell My Car Car Dealerships Buy Here Pay Here Used Car Reviews Popular Tags Cars # Video # TOP # Spy Shots # Reveal # Rumor # Auto Show # Supercar # Tuning # Car Culture # Industry News # Motorsport Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Make Acura Alfa Romeo Aston Martin Audi Bentley BMW Bollinger Bugatti Buick Cadillac Caterham Chevrolet Chrysler Dodge Ferrari Fiat Fisker Ford Genesis GMC Hennessey Honda Hyundai Infiniti Jaguar Jeep Karma Kia Koenigsegg Lamborghini Land Rover Lexus Lincoln Lordstown Lotus Lucid Motors Maserati Mazda McLaren Mercedes-Benz Mini Mitsubishi Nissan Pagani Polestar Porsche Ram Rimac Rivian Rolls-Royce Spyker Subaru Tesla Toyota Volkswagen Volvo By Car Type SUVs Crossovers Sedans Coupes Trucks Sports Cars Wagons Vans Hatchbacks Convertibles Small Cars Luxury Cars Electric Cars Hybrid Cars Future Cars By Price Up to $15K $15K - $25K $25K - $35K $35K - $45K $45K - $55K $55K - $75K $75K - $100K $100K - $200K $200K - $300K Above $300K Back To Top