'Leaving unique first impression key to record vehicle sales'

Choi Jin-seong, a legendary car salesman at Hyundai Motor / Courtesy of Hyundai Motor

By Lee Min-hyung

• Published Dec 15, 2025 8:00 AM KST

What matters most to Choi Jin-seong, a legendary car salesman at Hyundai Motor, is leaving a unique first impression on his customers. Choi recently rewrote the carmaker’s sales history by becoming the first person to achieve cumulative vehicle sales of 8,000.

Choi began his sales career at Hyundai Motor in 1996 and has earned the distinction of being the carmaker’s top salesman. He has sold an average of 267 vehicles per year over the past three decades.

He distinguishes himself from other salespeople through his attire and conduct during his first meeting with each customer.

“I use a motorcycle and wear unique clothes, such as a swallow-tailed coat and school uniform, to give an unforgettable first impression to my customers,” Choi said during a telephone interview.

“My sales philosophy is that leaving a unique first impression is better than holding multiple typical meetings with customers,” he said.

In 2018, Choi had surpassed 5,000 cumulative vehicle sales, and he added another 2,000 in just five years.

Choi is aged 58, but still uses a motorcycle for his sales activities.

“Using a motorcycle can save a lot of time for salespeople,” he said. “I have to meet as many customers as possible each day, so I still enjoy riding a motorcycle. Another upside for a motorcycle is that many customers think I am very passionate about my sales when I meet them with a motorcycle. This leaves a good impression on them, and a number of my customers have kept contacting me again due to this diligent-looking sales practice.”

He said his ultimate goal is to become the carmaker’s first salesman to reach 10,000 cumulative vehicle sales.

“I think this is still a realistic figure, and I hope to attain the sales figure in the next five years.”