Hyundai Motor: "Overcoming Import Car Assault with 'Best Customer Experience,' Not Just 'Price'"

*This content was translated by AI.

Hyundai Motor, facing intensified assaults from import car brands such as Tesla and BYD, has unveiled a direct breakthrough strategy that goes beyond simple price-cutting competition, instead maximizing differentiated 'Customer Experience (CX)' and 'Ownership Value.' This reflects the company's resolve to create value that allows all stakeholders, including customers and shareholders, to thrive together while preserving corporate profitability.

Amid concerns that the diverse pricing policies of import car brands in the global and domestic automotive markets could pressure the price competitiveness of models like the Elantra, a Hyeon Dae-cha-ui (CEO) compact sedan, Hyundai Motor's top executives have announced comprehensive countermeasures that combine the essential product quality of their vehicles with service infrastructure.

Jose Munoz, Hyeon Dae-cha (President), who attended the 2026 Busan Mobility Show, emphasized regarding pricing policies, "It is always important to find a good balance between a 'Win-Win solution' that brings profits to the company while also benefiting customers, employees, and shareholders."

He particularly stated that "the most important thing in a vehicle is not the simple purchase price, but the 'experience in the process of ownership (Ownership experience)," clarifying that Hyundai Motor's strategy focuses on 'Payment' (payment and financial programs). The intent is that the services provided by the vehicle, high residual value, and consumer care are combined to enhance competitiveness in actual ownership costs compared to foreign-made cars. He added, "Owning a Hyundai Motor in Korea means gaining 'Peace of mind' thanks to the best products, dealers, competitive prices and designs, and excellent residual value."

Jang Jae-hoon, Executive Vice President of Hyundai Motor Group, who also attended the opening ceremony of the Suwon Hi-Tech Center on the 30th, shared this value-centric strategy. Vice President Jang explained, "Maintaining a balance and win-win strategy amidst the price assault from foreign cars is key," and added, "We are focusing our efforts on creating excellent customer experiences rather than being engulfed in simple price discount policies."

He cited the benefits of payment services and high used car residual value as concrete advantages that consumers can feel differentiated from import cars. "We will lead the experience in every process to give customers who choose Hyundai Motor a strong impression that they are receiving the 'Best of the Best' service," he asserted, "and will provide unparalleled value by adding differentiated financial and care services to Hyundai Motor's unique strengths in hardware, such as outstanding design and performance."

Ultimately, Hyundai Motor's response to the major assaults from import car brands is not a price-cutting chicken game. It lies in intricately weaving together superior design and performance, attractive financial programs, an overwhelming after-sales service (AS) network, and high residual value. Hyundai Motor's future moves, aiming to defend its home market with the unique weapons of 'ownership comfort' and 'perceived cost reduction' that import car brands cannot quickly catch up to in the domestic market, are drawing attention.

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*This content was translated by AI.