The Australian automotive industry is pressured by the ever increasing threat of consumer empowerment. The opportunity to convert a sale used to rely on the strength of the dealership, but in the last ten years, the average number of dealership visits has declined from 5 to just 1.6. Greater ‘at home’ research means that consumers only visit the dealership of the car they’re most interested in, to seal the deal.
For Hyundai – this challenge was matched by one from the industry itself. Up against entry-level marques, and a staid ‘cheap’ perception…Hyundai was falling out of topline consideration. Without the opportunity of the traditional dealer visit to prove its worth, Hyundai’s sales were starting to suffer.