Hyundai ups ante on luxury services

As a way of saying thanks to the first Chinese customers of its top-of-the-line Equus and Rohens models, South Korean carmaker Hyundai awarded them a free trip to the company's home country.

The trip is one of the value-added services of the Hyundai Premium Assurance Program, which was launched in Beijing this January for Equus and Rohens owners in an effort to raise its brand image in the premium imported auto market in China.

On the trip, customers stayed in South Korea's highest-rated hotels. On their tour of the country, they saw the rape flowers of Jeju Island, witnessed the blooming of Seoul's cherry blossoms and experienced the cosmopolitan character of the country's modern metropolises.

Besides enjoying natural scenery and feeling the cultural atmosphere, the guests also tasted various kinds of local cuisine.

Another highlight of this trip is that guests had the opportunity to experience world-renowned South Korean medical care and facial massages.

They were also led to the company's factory in Asian to witness the whole process of making a Hyundai vehicle.

The auto company is paying special attention to the Chinese market, said Young-KeyKoo, head of the company's operations in the Asia-Pacific region, the Middle East and Africa.

"China is South Korea's closest neighbor. Through the trip, we hope to give customers some understanding of Hyundai Motor's corporate culture, South Korea's traditional culture and allow them to feel the charm of one of the world's most beautiful islands: Jeju. We hope these can leave them with very good experiences and memories," Young said.

Customized luxury

The Hyundai Premium Assurance Program offers Equus buyers a five-year warranty and 20 free trips to the company shop for regular maintenance.

Rohens models come with a five-year 100,000-km warranty and 10 vouchers for free maintenance.

Through the program, the company ensures value retention for customers of these luxury models by buying back used models that are less than a year old at 80 percent of their original price.

The launch of top-notch services embodies Hyundai Motor's corporate commitment of "New Thinking and New Possibilities."

China has one of the largest and fastest-growing luxury auto markets in the world. In 2011, luxury brands in the segment saw an average growth rate of more than 30 percent.

However, the level of services available for luxury vehicles has lagged behind the rising demands of consumers. In response, the company launched the Hyundai Premium Assurance program.

Young-KeyKoo said, "We are very confident of our Premium Assurance Program in China. We hope to develop close relationships with our customers through these services. This is where the value of Hyundai's luxury cars lies."

Higher target

The Equus and the Rohens entered the Chinese market in 2008 and 2009, respectively.

When the cars first entered the market, Hyundai implemented customization services to give them a competitive edge.

Rohens was named car of the year in North America in 2011. In a 2012 quality survey conducted by renowned industry analyst JD Power, the model took the top honors in its class.

Equus, in a 2011 JD Power product satisfaction survey, became the champion.

The Equus' Tau 5.0 GDI engine was also named one of the world's best 10 engines in 2010 and 2011.

So far, the Hyundai Premium Assurance Program has received lots of positive feedback from customers.

xuxiao@chinadaily.com.cn