Hyundai Motor America Partners with Passenger to Launch Online Customer Community
LOS ANGELES--Hyundai Motor America today announced it has partnered with Passenger, the technology leader in on-demand Customer Collaboration, to create the “Hyundai Think Tank,” a private online community for Hyundai owners. Hyundai Think Tank members will help shape the future of the brand and new products through online discussions, facilitated meetings with executives and other activities. This new marketing strategy is part of Hyundai’s effort to evolve both its brand and its vehicles to resonate with a broader audience while fostering a more thorough understanding of consumers’ unmet needs.
“Hyundai has significantly enhanced its brand perception in recent years as a result of dramatic improvements in the quality and styling of our vehicles; our new online community is an innovative step in further evolving the brand as we enter new market segments,” said Eileen Mahdi, manager, Consumer Insights, Hyundai Motor America. “Partnering with Passenger will help us listen to and learn from our customers in all areas of our business.”
Passenger’s user-friendly platform combines social networking, collaboration and analysis tools which will help Hyundai have an ongoing dialogue with its customers. In addition to getting general input on the brand overall, Hyundai Think Tank activities will initially revolve around two major corporate initiatives. The first is expanding the brand with the new Hyundai Genesis vehicles. The second is Blue Drive, Hyundai’s new initiative to produce eco-friendly products that will help Hyundai establish itself as an environmental leader with a fleet average fuel economy of 35 miles per gallon by 2015. Hyundai also plans to test and develop product changes, upcoming advertising campaigns and facilitate live sessions with decision-making executives at the company, including a session hosted by the company’s acting president and CEO, John Krafcik.
The Hyundai Think Tank launched in November 2008, and has already received positive feedback from its members applauding the company for its efforts to connect directly with consumers. “I think this is a good way for a manufacturer to connect to the buying public and research what the people really want in an automobile,” said Think Tank community member, Les Sukenik.
“Hyundai recognized the importance of getting feedback from and collaborating with its customers as it continues to expand its brand to reach new markets,” said Samantha Skey, GM and SVP of Business Development, Passenger. “Involving customers in internal processes gives them a sense of ownership that is paramount in growing loyalty, and also helps Hyundai better understand how it can more effectively market its brand.”
Hyundai is recruiting community members by reaching out to its existing customer base as well as “hand-raisers” that attend industry events like auto shows.
About Hyundai Motor America
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 790 dealerships nationwide.
About Passenger
Passenger is the leader in on-demand Customer Collaboration, helping companies infuse the voice of the customer into their business to continuously inspire innovation and meaningful change. With its intuitive platform of social networking, collaboration and analytics, Passenger works with companies such as ABC, Coca-Cola and Fox to build and manage private online communities to make more informed business decisions, innovate more rapidly, and design better products and services. Founded in 2005 with offices in Los Angeles, Palo Alto and New York, the company is privately held and funded by Shelter Capital Partners, StarVest Partners and Steamboat Ventures. For more information, please visit www.thinkpassenger.com.