Hyundai aims to make customer experience a core driver of brand differentiation

Stephen Whiteside

Hyundai, the automaker, introduced the Shopper Assurance program to stand out in a crowded, competitive industry.

Hyundai, the automaker, believes that enhancing the customer experience can help it speed ahead of the pack in a crowded, competitive sector.

Approximately 17 million cars and trucks are sold in the United States each year, explained Angela Zepeda, Hyundai Motor America’s chief marketing officer. And a mix of legacy marques (from giants like Ford and General Motors to smaller brands like Hyundai) and category disruptors (led by Tesla) are now battling for a share of this customer base.

“We’ve kind of reached a point of saturation … And what that means is that it’s really expensive to do business,”...

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