Customer Loyalty

Hyundai wants you to have an iPad and to stay home if your car breaks. I love it.

When the new Equus sedan comes out, a car representing Hyundai's continued march into the luxury market, owners will receive an Apple iPad. And on this iPad you will be able to use it for its basic purpose and for scheduling service visits. Plus, Hyundai wants to give Equus owners the royal treatment with their valet service whereby they will come to your home and pick up the sedan and take it to the dealership. 

I think this is a good formula. In the luxury market for autos, technology and convenience rule. Look at BMW and other luxury brands. For anyone paying north of $55k-$60k for a vehicle, convenience almost comes as an entitlement. Let's say an obliged perk. And for a Korean automaker who's done very nicely to reinvent its brand, a one-two punch of valet service supported by an iPad app will resonate with many who are considering the new Equus. Makes me wonder how many people will buy the car just to get an iPad (crazy, I know, but transferrable accessories often make a larger purchase seem reasonable).

The real test will be how many times these owners contact their Hyundai service advisor. Let's hope for some positive customer loyalty at the dealer network through these contact opportunities. And let's also hope the iPad service app doesn't get over-used beyond the need for basic maintenance.

Posted by Lonnie Miller, Vice President, Marketing & Industry Analysis, Polk (07.06.2010)