I think Hyundai are doing things right.
This is helping them grow market share, which is clearly great news for them.
However, in my view, this is just the start.
Each new buyer gives Hyundai 3-5 years to deliver two of the most positive brand experiences:
- Driving the car (one of the most powerful).
- Visiting the dealer (to enjoy 5 year warranty)
These brand experiences should give Hyundai loads of opportunities to provide great customer service and build strong relationships.
Assuming Hyundai continues to get it right they should be able to convince owners to buy again, and possibly even make them advocates.
This is great as these advocates will promote Hyundai to their friends and family, who in turn may consider and possibly buy a Hyundai.
And so it should go on....more owners; deeper brand experiences; more advocates; more sales.
I shall watch their progress with interest.
[By the way, I just bought a new Hyundai .]