Hyundai Motor Group’s shift in approach is attributed to Chung Eui-sun’s unwavering commitment to prioritizing customer preferences. (Image courtesy of Hyundai Motor)
SEOUL, Nov. 6 (Korea Bizwire) – Hyundai Motor executives recently took the unconventional step of test-driving a Tesla electric car and other luxury models from various manufacturers, garnering considerable attention in the process.
This departure from the norm is indicative of Hyundai Motor Group Chairman Chung Eui-sun’s strong belief that the company should prioritize building cars that truly cater to customer preferences.
According to sources in the automotive industry, executives from Hyundai’s product division dedicated a weekend last summer to renting and test-driving vehicles from renowned brands such as Bentley and Rolls-Royce. Notably, even high-ranking executives participated in these test drives, which included trying out the Bentley Bentayga, a luxury sports utility vehicle (SUV).
In a previous initiative, Hyundai and Kia borrowed over 60 Model 3 and Model Y vehicles from Tesla, the leading electric car manufacturer, to provide executives in various departments, including R&D, sales, purchasing, quality, and marketing, with up to three months of hands-on experience. The underlying idea was to help these frontline workers better understand the strengths and weaknesses of competitors’ products and utilize this knowledge in their roles, particularly in the context of swiftly transitioning to electric vehicles.
Industry observers believe that the recent luxury car test drives are linked to Hyundai’s development of a new vehicle designed to meet the increasing demand for luxury cars in the Korean market. Specifically, this pertains to the Genesis GV90, a sizable electric sport utility vehicle (SUV) slated for a 2025 release.
The GV90 is anticipated to feature Hyundai’s eM next-generation electric vehicle platform and advanced driver assistance systems, including autonomous driving functions at level 3 or higher. It is expected to establish itself as a top-tier domestic car upon its launch.
In an industry typically hesitant to embrace cars from other manufacturers, Hyundai Motor Group’s shift in approach is attributed to Chung Eui-sun’s unwavering commitment to prioritizing customer preferences, according to industry analysts. Chung has been noted as actively encouraging such initiatives, expressing, “We should explore other vehicles and develop cars that align with customer desires from the customer’s perspective.”
Kevin Lee (kevinlee@koreabizwire.com)
