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 1.6. Greater ‘at home’ research means that consumers only visit the dealership of the car they’re most interested in when they’re ready to seal the deal.
For Hyundai this challenge was matched by another from within the industry. 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 suffering.