Companies strive to change and respond to ever-changing consumer tastes. There are many examples of this including multiple versions of the same vehicle model, an alternative SNS channel, and a new type of credit card created through partnership. Here are some examples of multi-persona found in Hyundai Motor Group.
Pick your performance level with Hyundai Motor Company’s All-new Elantra
Do you enjoy exhilarating performance?
Here is the All-new Elantra N Line
Inspired by Hyundai Motor's high-performance brand N, the All-new Elantra N line offers a thrilling driving experience.
Do you enjoy quick acceleration and dynamic driving on your daily drive? If the answer is yes, here is the perfect car for you. Created in the spirit of Hyundai Motor’s high-performance N brand, the All-new Elantra N Line can deliver the driving experience of a sports car. It is equipped with a Smartstream gasoline 1.6 L turbo engine with maximum power output of 204 PS and maximum torque of 27.0 kgf·m. The “Low & Wide” design of the All-new Elantra N Line makes look its center of gravity is low, creating an extra sporty feel.
The front is decorated with a radiator grille and emblem exclusively designed for the N Line, and a sporty-looking air intake for the look of a distinctive high-performance car. In addition, tuning products called “N Performance Parts” were also released, allowing owners to further customize their car.
What if you prefer a greener vehicle?
All-new Elantra Hybrid
The All-new Elantra Hybrid is a vehicle for both practicality and environment.
What car should you buy if you are interested not in performance but eco-friendliness and practicality? If this is the case, the All-new Elantra hybrid will suit your needs perfectly. Built for maximum efficiency, the hybrid powertrain with 6-speed DCT gives the vehicle 21.1km/L in fuel efficiency (with 16-inch wheels). The high-voltage lithium battery system is lightweight and small in volume, making high fuel efficiency possible.
"My Home TV," a one-of-a-kind YouTube channel by Hyundai Engineering
My Home TV is designed to provide a place for communication among people who dream of buying their own house.
Creating a second YouTube channel in addition to an official channel has become a new trend among corporations. Hyundai Engineering created its second channel, and has ensured it is like no other, with its fun and unique content.
Hyundai Engineering’s decision to make My Home TV different from others was caused by its viewer analysis. First, YouTube viewers do not watch corporate videos much. Second, videos have to be entertaining in order to be chosen from among the thousands of new videos released every day. Therefore, My Home TV channel focuses on providing interesting information unrestricted by Hyundai Engineering’s corporate perspective.
“How about this house” is a subsection of My Home TV and visit areas where new housing units are being sold and introduces the areas in detail.
“How to get my own house” is one of the most popular issues when people discuss real estate investment. Hyundai Engineering decided to use this familiar issue and drew their inspiration from it in naming their second channel. My Home TV consists of three informative subsections including “How about this house?” and a housing sales promotion program.
Since they had concerns that the channel may never take off, they made extra efforts to generate a fan base. The goal was to make the channel a playground for people who want to buy their own house, so they can interact and have fun.
Hyundai Card PLCC, a never-before-seen credit card
A private label credit card (PLCC) is a company-branded credit card with which you can collect many more points from the company you often use.
The TV ad starts with an airplane flying in and it is natural to think that it is an airline ad. However, it is actually an ad by Hyundai Card. The TV ad is about a PLCC created jointly by Korean Air and Hyundai Card. A PLCC is unique because its key characteristics where they decide benefits and promote together. In this regard, PLCCs co-created with our partners are different from conventional credit cards.
Hyundai Card released its first PLCC with E-mart supermarket chain in 2015. By the end of 2019, the card issuer introduced PLCCs with Hyundai Motor, Kia Motors, eBay, Costco, SSG dot com and GS Caltex. This year, the company added four more PLCCs with Korean Air, Starbucks, Baemin and Socar.
Unlike regular credit cards, PLCC allows its owner to accumulate more bonus points for the service and products they use. The partner companies can gain benefits as PLCC owners will make more frequent purchases incentivized by the bonus points and with higher loyalty to its services and products. Hyundai Card also can enjoy benefits by tapping into the user base of the partner companies to recruit new customers.
Hyundai Card plans to launch more PLCCs with businesses from various sectors.
Collaboration on data is another advantage of partnership. Hyundai Card established data science capacity for analyzing the purchase history of each PLCC holder with its partners to enable highly personalized marketing. The card company is building a data alliance with PLCC partner companies. Each partner company is referred to as a “planet” and is linked through a platform called “Domain Galaxy.” The platform will allow partner companies and the card issuer to conduct marketing activities towards each other’s customer base. Hyundai Card plans to launch more PLCCs with leading companies in their respective businesses. It will continue to deliver pleasant surprises in the future.
