Being No.1 in customers' minds

Kim Choong-ho

By Kim Choong-ho

When the competition is fierce, we call it cut-throat competition. That is what I see in the automotive market in Korea now.

Compared to just a decade ago, the market has evolved into a wholly new world in terms of the dynamics of competition, customer trends and the market environment. The models and brands that customers can choose from have increased more than five times, while the demands of customers and needs for differentiation have risen beyond that.

Hyundai Motor, with the firm belief that we need to focus on the basics in troubling times, is making the utmost effort to work for product quality and strengthen the management of the company.

In this context, changes in product lineups mean a lot.

With the launch of the new Genesis in 2013, Hyundai’s philosophy of auto development departed from the past. We presented cars not only as a means of transport, but also as the “life companion,” revolutionarily upgrading the five basics of a vehicle ― strong body frame, driving performance, top-level safety, durability and quiet driving.

The new philosophy has been carried to the new Sonata, Tucson and Avante, which are leading our company in vehicle sales.

The new Sonata, launched with 7 different powertrains to choose from, has been seeing its monthly sales hit 8,000 here continuously, while the Tucson’s backorders have reached over 7,500 units. The new Avante is selling over 500 units every two days.

Thanks to this, Hyundai’s brand value was ranked in the top 40 again in Interbrand’s Best Global Brands 2015, up one spot from last year, while it ranked fourth in JD Power’s Initial Quality Study, surpassing such global premium car brands as BMW and Lexus.

Globally, the new Tucson’s sales are strong in the U.S. and China markets, while the Avante, the popular compact that reached accumulated global sales of 10 million, is ready to help boost Hyundai’s sale even more.

Hyundai aims to strengthen communication with customers as well. If there are any misunderstandings we will continue to work hard to dispel them and if there is any wrongdoing on our part, we will make sincere apologies and turn them into opportunities to improve ourselves. This will in turn lead to improved service, quality and customer satisfaction.

We believe that quality products can only be possible when they meet great service and customer satisfaction. This is the true meaning of premium and also the meaning of our brand motto, “modern premium” seeks to reach.

Through our official blog, we are making great efforts to explain the issues our customers have with us and deliver the correct information about them.

The recent Car-to-Car public crash test, where a locally manufactured Sonata collided with the Alabama-manufactured Sonata, has been part of that effort, eliminating the misunderstanding that Hyundai makes higher quality vehicles for overseas customers than for the local customers.

It is our fault that we did not make the effort to listen to our customers’ voices. We pledge to make the best products we can but also make innovations through constant communication with our customers to become a truly customer friendly global carmaker.

We will do our utmost to become the No.1 company in our customers’ minds, beyond just being the No.1 company in sales.

The writer is Hyundai Motor president.