Hyundai Europe has launched a EUR60m programme to shed its image as a low-cost brand and improve dealer standards across its network.
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”We want people to think of Hyundai as a market leader in SUVs, family cars and because of our sports sponsorships, and then later come to the price discussion,” Jens Nagl, Hyundai’s head of European dealer development, told Automotive News Europe (ANE).
The Mission Q programme aims to improve customers’ experiences when they visit one of the automaker’s 2,500 sales points across Europe. In the past it had used low prices to win customers, but is now looking to move away from this.
The brand is moving upscale to distance itself from potential new competitors from China and India.
“In most countries we have enough dealerships,” Nagl said. “Now we are looking at the quality of the dealerships.” A minimum of EUR24,000 will be spent per dealer to improve showrooms by making upgrades such as new furniture.
The initial focus is on Europe’s five largest markets – Germany, Italy, Spain, France and the UK.
“Customer loyalty is the big thing for us now. We hope to keep them loyal so they buy a second and a third car,” Nagl said.
