Hyundai’s Commitment to Flexibility and Consumer Choice: Exploring the Brand’s Retail Strategy at the Automotive Forum New York

At the Automotive Forum New York, José Muñoz, president of Hyundai Motor Company, addressed concerns about the brand’s retail strategy. Following the announcement of a partnership with Amazon last November to sell vehicles through their online platform, there were worries among franchise system advocates. However, Muñoz reassured that dealers remain responsible for selling the vehicles and participation in the Amazon platform is optional. Currently, a pilot program with 20 dealers is active, with plans for expansion later in the year.

Muñoz acknowledged the complexity of selling vehicles online, particularly since cars are unique products compared to other items on Amazon. He emphasized that consumers need to interact with the vehicles in person and that is why Hyundai maintains a strong presence at auto shows worldwide. Muñoz stated that people enjoy attending these shows and experiencing the cars firsthand.

Having a presence at auto shows allows Hyundai to showcase its wide range of vehicles, including electric models. While EVs have become increasingly popular, Muñoz emphasized that consumer choice is still important. He mentioned that Hyundai will continue to provide options for ICE, hybrid and EV vehicles to cater to different customer preferences while continuing to innovate in the automotive industry.

In conclusion, Muñoz highlighted Hyundai’s commitment to meeting consumer interests and ensuring flexibility in their product offerings. Despite growing concerns over EVs, Hyundai recognizes the importance of catering to diverse customer preferences while continuing to innovate in the automotive industry.