Hyundai’s Connectivity Push Includes Apple, Android Integrations

  Michael Deitz – Senior Group Manager, Connected Car and Owner Marketing / Hyundai Motor America

At Hyundai Motor America, driver connectivity comes in several guises. Michael Deitz, the automaker’s senior group manager of connected car and owner marketing, spoke to eMarketer’s Danielle Drolet about Hyundai’s connected car integrations.

eMarketer: What’s the state of Hyundai’s connectivity abilities today?

Michael Deitz: Everything but our Hyundai Accent has some type of connectivity that’s available to it.

Connectivity stands beyond the screen in the car. We have different ways of connecting and interfacing with our customers to make it so the ownership experience is relevant to them on a more frequent basis than once every five years when they go into a showroom to buy a car.

eMarketer: In what way are you using connectivity for the ownership experience?

Deitz: Hyundai Blue Link, our telematics connectivity system, and various mobile apps, such as Hyundai Assurance Car Care and the Genesis Intelligent Assistant, take the driver beyond the screen.

The Car Care app, which is tied to the back end with the dealer system, enables customers to have information about maintenance schedules and warranties, as well as the ability to schedule an online service appointment with their dealer.

“Our customers own their data. The data is something that’s only between the customer and Hyundai and our network of dealers.”

Additional connectivity comes in to Hyundai and the dealer network through our internal systems, where information is provided about the car’s general health and well-being. [For example,] sometimes the “check engine” light comes on, and it’s because the gas cap isn’t tightened all the way. Dealers, in some cases, are able to do an outbound call to that customer to let them know something is wrong with their car.

eMarketer: Android and iOS won a major battle with automakers in the past 18 months, with Apple Car Play and Android Auto gaining entry into most major makes. How is this playing out at Hyundai?

Deitz: While many luxury makers have already made their announcements, among the mass market brands, we’ll be the first to market with Apple CarPlay and Android Auto.

It’s a clear advantage for us to be able to offer additional content to customers in the way of infotainment. We have downloadable apps that are available in some of our new systems. Customers will still expect to have some native apps that are downloadable and relevant to the brand and car experience.

eMarketer: We’ve heard that auto companies have had a lock on actual driving data and are likely to use it as the chip to keep them firmly in the mix for revenue earned from driving-based apps. Is this true?

Deitz: Our customers own their data. The data is something that’s only between the customer and Hyundai and our network of dealers. The customer [would be] opting in to share that data.

Eventually, we will have to offer more alternatives for customers because there will be more demand for data. We will have full transparency with our customers, so that they can tell us who they want to share that information with. It will be an opt-in process.

eMarketer: How can the selling of these offerings be handled successfully at the dealer level?

Deitz: There are several different places where that message is conveyed. Customers get an introduction to the technology during the sales purchase process. Our recommendation is that all customers be enrolled in myHyundai.com, our owner website.

Customers can schedule routine maintenance and keep up-to-date on any particular recalls that are associated with the vehicle, as well as basic service offers. Later in their purchase cycle, they can find out information about new models and special targeted offers that are available to them as an existing owner.

Courtesy of eMarketer