{"id":2584,"date":"2025-07-03T08:14:52","date_gmt":"2025-07-03T07:14:52","guid":{"rendered":"https:\/\/www.horrea.fr\/?p=2584"},"modified":"2025-09-03T11:49:47","modified_gmt":"2025-09-03T10:49:47","slug":"hyundai-bold-move-relationship-driven-brand","status":"publish","type":"post","link":"https:\/\/www.horrea.fr\/en\/resources\/hyundai-bold-move-relationship-driven-brand\/","title":{"rendered":"Hyundai\u2019s bold bet: Becoming a relationship-driven brand"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><\/h2>\n\n\n\n<div id=\"paragraph-block_9a5999bdcba7869e548a49a43f14fe14\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        A brand that aims to create engagement \u2014 Not just drive sales                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>The positioning is clear: Hyundai isn\u2019t trying to be a flashy or hyper-tech brand. It positions itself as a relationship-driven brand, focused on building long-term, accessible, and meaningful connections with customers \u2014 current and future.<br \/>\nAs Cl\u00e9mentine puts it, the brand must be present before the purchase even begins \u2014 where desires are shaped and needs emerge. In this context, marketing is no longer about listing features or hyping up performance. It\u2019s about storytelling, reassurance, and guidance.<\/p>\n<p>That\u2019s why Hyundai France invests in more narrative, educational, and human content:<\/p>\n<ul>\n<li>Immersive formats (videos, podcasts, social stories)<\/li>\n<li>On-the-ground events to meet local communities<\/li>\n<li>A strong commitment to promoting brand values, especially around energy transition<\/li>\n<\/ul>\n<blockquote><p>\u201cYou need to make people fall in love with the brand before they even consider buying a car. That\u2019s where preference is born.\u201d<br \/>\n\u2014 Cl\u00e9mentine Antunes<\/p><\/blockquote>\n<p>This mindset shapes a more human and conversational communication strategy \u2014 where the goal isn\u2019t just to sell, but to become a trusted reference in a highly competitive market.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Agora avec Cl\u00e9mentine Antunes de Hyundai : R\u00e9inventer l\u2019image de marque automobile\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/E2sDLR_Emx8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div id=\"paragraph-block_c7715095bd2afb8a7f48ecdb65242359\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        Omnichannel as a driver of accessibility<br \/>\r\n                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>The automotive path-to-purchase remains one of the most complex in retail: long, high-stakes, decentralized, and often fragmented between brand, dealer, financing, and after-sales.<\/p>\n<p>For Hyundai France, the challenge is to make this journey clearer, smoother, and more unified, without compromising the richness of the physical network.<\/p>\n<blockquote><p>\u201cDigital doesn\u2019t replace the dealership. It prepares the visit, supports reflection, reassures, and simplifies,\u201d explains Cl\u00e9mentine.<\/p><\/blockquote>\n<p>The approach is pragmatic: every channel must <strong>play its role at the right moment<\/strong>.<br \/>\nThe website helps explore models, simulate financing, or book a test drive. Social media inspires, informs, connects. And the dealership remains central for finalizing the sale, test-driving the car, and building trust.<\/p>\n<p><span style=\"font-weight: 400;\">This effort relies on:<\/span><\/p>\n<ul>\n<li>A mobile-first overhaul of the conversion journey<\/li>\n<li>Better use of behavioral data to adapt messaging<\/li>\n<li>Stronger dealer support to embed digital into the sales experience<\/li>\n<\/ul>\n<p>The goal isn\u2019t to digitize everything \u2014 but to <strong>eliminate friction at each step<\/strong>, so customers never have to \u201cstart over\u201d when switching channels.<\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<div id=\"paragraph-block_943f2aa27117ac68c4f16e1c37198662\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n                            <div class=\"paragraph--title\">\n                    <H2 class=\"p--xxlarge p--xxlarge--semibold\">\n                        A marketing strategy that embraces emotion                    <\/H2>\n                <\/div>\n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p><span style=\"font-weight: 400;\">Automotive marketing often talks tech: horsepower, battery life, features\u2026 but rarely <\/span><b>feelings<\/b><span style=\"font-weight: 400;\">. And yet, as Cl\u00e9mentine reminds us, buying a car is an <\/span><b>emotional decision<\/b><span style=\"font-weight: 400;\"> \u2014 tied to freedom, identity, family, even status.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why Hyundai is embracing a more <\/span><b>sensitive, immersive, and human approach<\/b><span style=\"font-weight: 400;\"> to communication.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaigns highlight real-life usage, customer stories, moments of life \u2014 not just spec sheets.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cWe need to bring warmth back to our brands. It\u2019s possible to operate in a rational market while still being emotionally relevant.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">This shift also shows in the chosen formats:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">short-form social content, in-house editorial production, co-created campaigns\u2026 Hyundai is choosing a <\/span><b>more relatable, readable, and human form of marketing.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">And this isn\u2019t just a trendy pivot \u2014 it\u2019s the <\/span><b>natural evolution of a brand that wants to be known not just for its products, but for what it enables in people\u2019s everyday lives.<\/b><\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div id=\"paragraph-block_9d257b314cd621d7ff1ee0a090191d6b\" class=\"paragraph\">\n    <div class=\"gutenberg--block no-margin paragraph\" > \n        <div class=\"paragraph--content\">\n            \n            \n                            <div class=\"paragraph--text\">\n                    <span class=\"p--medium\">\n                        <p>Hyundai France represents a new generation of automotive brands: <strong>more relational, more useful, more connected.<\/strong><br \/>\nBy combining the strength of its physical network with the agility of digital, embracing a more emotional tone of voice, and aligning with modern buying behaviors, the brand shows it\u2019s possible to build a <strong>consistent, intuitive, and engaging customer experience.<\/strong><br \/>\nWhat if, tomorrow, brand preference no longer depended on technical specs \u2014 but on the quality of <strong>the experience, before, during, and after the sale?<\/strong><\/p>\n<p>Want to dive deeper? Listen to the full episode with Cl\u00e9mentine Antunes:<\/p>\n<p><a href=\"https:\/\/youtu.be\/E2sDLR_Emx8\" target=\"_blank\" rel=\"noopener\">YouTube<\/a><br \/>\n<a href=\"https:\/\/open.spotify.com\/show\/0CIf3MiakeGm33iiMQs5rK\" target=\"_blank\" rel=\"noopener\">Spotify<\/a><br \/>\n<a href=\"https:\/\/podcasts.apple.com\/fr\/podcast\/agora-by-horrea\/id1803157164\" target=\"_blank\" rel=\"noopener\">Apple Podcast<\/a><\/p>\n                    <\/span>\n                <\/div>\n            \n                    <\/div>\n\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":2579,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[112,1],"tags":[115,116,127,128],"class_list":["post-2584","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agora-en","category-non-classifiee","tag-digital-en","tag-e-commerce-en","tag-growth","tag-omnicanality"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2584","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/comments?post=2584"}],"version-history":[{"count":7,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2584\/revisions"}],"predecessor-version":[{"id":3525,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/posts\/2584\/revisions\/3525"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media\/2579"}],"wp:attachment":[{"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/media?parent=2584"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/categories?post=2584"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.horrea.fr\/en\/wp-json\/wp\/v2\/tags?post=2584"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}