Hyundai has introduced a unique loyalty programme that offers customers “exclusive” deals and benefits across a wide range of services. Dubbed ‘Mobility Membership’, the scheme is available at no additional cost with all Hyundai models purchased on or after August 13, 2020.
Highlights
- Hyundai Mobility membership touted to offer discounts on car accessories, rentals, subscriptions, and other services.
- Facility only available for new car buyers, for now; set to expand and include existing owners later.
- Hyundai aiming to increase customer interaction to build on brand loyalty.
Hyundai Mobility Membership: How does it work?
All new Hyundai car buyers can opt into the loyalty programme and avail the facilities, either through the automaker’s website or using a dedicated ‘Hyundai Mobility Membership’ smartphone app. Once registered, customers will have access to discounts on numerous products and services, ranging from vehicle accessories, car rentals and subscriptions, all the way to dining, hotels and more. Hyundai is said to have partnered with 21 brands, including JK Tyre, Shell, Revv, ZoomCar and more, for curating the offers.
While the scheme is being introduced for just new car buyers to begin with, the company says that the facility will be extended to all existing Hyundai owners as well, in subsequent phases.
Hyundai Mobility Membership: What are the advantages?
The concept of loyalty programmes isn't something new and is already employed by numerous automakers. However, unlike other schemes which require vehicle owners to first spend on the carmaker’s own products and services in order to earn redeemable credits and rewards, Hyundai claims that its Mobility Membership will see unconditional offers being extended to customers at no surplus charges.
The focus of the programme is for Hyundai to continuously interact with car buyers over the complete period of vehicle ownership. The company believes that, currently, any auto brand’s level of customer engagement diminishes after the initial phase of vehicle purchase and delivery is completed.
"In order to increase customer loyalty, we have to ensure continuous and meaningful engagement with the customers, not only in the car purchase phase, but also in the car ownership phase," said Brijesh Gubbi Suresh, AVP, New Business Strategy Group, Hyundai Motor India. The scheme is geared towards improving customer convenience which, the company reckons, will increase the chances of repurchase from the brand.
Hyundai’s recent digitisation efforts
In a move to target a wider audience, Hyundai has doubled down on digitisation in recent times. In addition to the loyalty programme, the car major has set up its Click to Buy online sales platform and also introduced its Blue Link connected car tech on a number of models across its portfolio. The next product to feature the connectivity suite will be the new Hyundai i20 that is slated for an India launch in the coming months.