Hyundai Trying Harder To Win Customer Approval: Part I

August 9, 2010

Hyundai continues to earn the approval of savvy car buyers with the roll out of another consumer-based program designed to A) educate Hyundai owners, and B) save them money. The new program sounds simple enough: make all factory-recommended maintenance for Hyundai cars available online. Yet the impact of this program could result in saving Hyundai owners money on maintenance costs every year they own their car.

While it’s true that car owners have always been able to check their owner’s manual for the maintenance schedule, many don’t bother to look. Instead, they simply drive to their local car dealer’s service department and let the service advisor tell them what the vehicle needs.The downside to managing your vehicle’s maintenance schedule this way is it makes you vulnerable to being “upsold,” where you pay for work that is not factory recommended, and often not necessary.

The Computer Age
Many car buyers are online for virtually everything related to their car. Before buying, they were online to do the research on which vehicle to purchase. Then, they used their computer to contact the dealership for price and availability of the model they wanted. They even negotiated the price online in back-and-forth emails with multiple dealers.

These Internet-based car shoppers only went to the dealership in person so they could test drive and complete the paperwork. The result was significantly less stress when compared to “regular” buyers who begin their vehicle search by walking in the front door of their local car dealer. It also translates into much bigger savings for most buyers. (For more information on how to buy your vehicle in this manner, see my previous article Car Buying Guide: Start Your Search for a New Car.)

Hyundai’s new maintenance program recognizes that these “car shoppers” turned “car owners” want to stay online after they make the sale. Having their vehicle’s factory-recommended maintenance schedule online simplifies the process by making them available in a way that is familiar with an ease of access.

Insider Information
When I was an Internet Manager for a major car dealer, it was becoming obvious to those inside the industry that Hyundai was an up and coming force to be reckoned with in the competitive automotive marketplace. Their vehicles were stylish, well built, had great warranty programs, and most important, consumers were flocking to Hyundai in bigger and bigger numbers. Tomorrow’s article: why more Americans are voting with their wallets by choosing Hyundai as their next vehicle.

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