Q: After 13 months on the job, what are some of the key changes you’ve made in brand direction at Hyundai and Genesis?
A: We have a brand with great products and excellent quality, but there is a gap in perception between people who are familiar with our cars and our brand, and those who are not. Our mission is to ensure that people who are not familiar with the brand come to know more about it, and that they come to have an excellent opinion of it. But the fundamentals are there, including the product quality.
We know that we have opportunities to enhance both customer satisfaction and dealer facilities. In order to support the great partners that we have in our dealers, we launched Hyundai Accelerate and Genesis Keystone [compensation programs.] Those were really important milestones that we had to suspend for a while during the pandemic. But they are meant to support our good dealers in order for them to get even better.
Hyundai was quick to react to the coronavirus pandemic….