2013 Special: Hyundai pursues “modern premium”, sustains 3rd rank

HYUNDAI Asia Resources, Inc. (HARI) sold 16,220 motor vehicles by the end of the third quarter of 2013, thereby sustaining its 10 – 11 percent market share and third top ranking in the auto industry after market leader Toyota and runner-up Mitsubishi.  HARI grabbed the No. 3 spot back in 2010 from Honda Cars Philippines, making it the first non-Japanese brand to reach the top three circle.

Next year, HARI will launch upgraded versions of the Accent subcompact, Elantra compact sedan and Tucson compact SUV.  HARI’s best selling model is the Accent diesel hatchback, which was introduced early this year.

HARI president and CEO Ma. Fe Perez-Agudo attributes the Korean brand’s continued success to Hyundai vehicles’ distinct look and advanced technologies that are capturing the fancy of the youth market.  “Advancements in engine technologies that boost fuel efficiency and environment friendliness capture a wider buyer spectrum across varying models,” Agudo said. “Enhancements in ’modern premium’ features of Hyundai offerings raise buyer intentions and actual purchases as we continue to bring differentiated value towards generating higher customer satisfaction.”

HARI also pursues customer satisfaction in after-sales service.  HARI was the first to offer the Jet Service Premium Challenge whereby Preventive Maintenance Service for Hyundai cars is done in 60 minutes or it’s free.  This service, which was launched last April, is done at the one-stop fast lane for PMS in 25 of the  dealerships nationwide.  As of July this year, over 10,000 Hyundai vehicles had undergone the Jet Service Premium. Incidentally, market leader Toyota recently advertised the availability of its own version of one-stop quick PMS at all its dealerships nationwide.

Regarding the impact on the economy of super-typhoon Yolanda, Agudo expressed optimism that new car sales in 2013 will still surpass the 2,000 mark and that despite an expected slowdown in the economy in 2014, vehicle sales will remain on a growth track as the country’s healthy demographics and improving purchasing power support market demand.  “Sales will still follow a growth trajectory next year, although slower than 2013,” she said.

HARI is just as proactive when it comes to giving back to the communities in which it operates.  The HARI Foundation, Inc. (HFI), the company’s corporate social responsibility arm, has been actively engaged in supporting disaster rescue and rehabilitation efforts.  When a massive landslide struck Leyte in 2006, Hyundai Motor Co.(HMC) and HFI teamed up with Gawad Kalinga (GK) and the HARI dealership there to generate financial support to build a GK Sibol School in that province.  Later, they funded the construction of another school in Nueva Vizcaya.

More recently, HMC and HFI again joined hands to send financial aid for the rescue and rebuilding of the Visayan communities destroyed by super-typhoon Yolanda.

In the wake of Typhoon Ondoy, HFI initiated Hyundai SAGIP which reached out to customers whose vehicles were damaged by the floods.  HARI offered free towing and discounts on parts and labor.  “We have renamed SAGIP as FIRST, or Fast and Immediate Rescue and Service Team,” Agudo revealed.  “It is now institutionalized as a service that HARI extends to the public.”

But it is advocacy for education that Agudo, a scholar graduate of St. Scholastica’s College and the HFI are focusing. “As we aspire to educate people in economic, social and environmental sustainability, we aspire to empower individuals and communities to help themselves,” Agudo explained.  “By doing so, we help to develop leaders, social innovators who are capable of leading their communities to be self-sustaining as well and therefore contribute to a stronger Philippines.”

The HFI’s latest effort in this regard is the Hyundai New Thinkers Program (HNTC), an educational project focused on leadership innovation and community building that is envisioned to nurture today’s young talents to become tomorrow’s leaders and innovators or “Hyundai New Thinkers.” The HNTC carries out Hyundai’s current theme: “New thinking, new possibilities.”  “The HNTC’s pilot year 2013-2014 with the Department of Science and Technology’s Science Education Institute centers on Innovation and Climate Science where selected student participants from the country’s public science high schools in Luzon will be exposed to out-of-the-box learning venues,” Agudo said. ” These are designed to inspire the students to become Climate Science New Thinkers.  The HFI will award college scholarships to the students who demonstrate the highest aptitude for becoming a Hyundai New Thinker.”