Hyundai launches a promotion on Groupon to attract more visitors to showrooms

Article by Christian Andrei, on April 24, 2011

Hyundai is the first automaker to have used deal-of-the-day websites in order to promote its products. As part of efforts to bring in even more U.S. customers, Hyundai launched a promotion on the Groupon website.

Hyundai offered a $29 oil change, inspection and tire rotation to customers who decided to visit a Hyundai dealership. Its pilot program was located in the Chicago area and it drew in 1,323 shoppers.

Hyundai said that monitoring of its long-term benefit will be done. If Hyundai likes the numbers, it will talk to its other dealers about “innovative tactics to build business.”

Brian O'Malley, general manager of Hyundai Motor America's Central Region, said that the company is continually search for ways to build dealers' service business.

Hyundai’s Central Region team and several Chicago dealers are aware of the Groupon’s power to lead to a deal and come up with new service leads.

O’Malley said that from the initial response, the pilot program can be considered as a success in driving. In the event that O’Malley finds that the long-term results breed optimism and as dealers are supportive, Hyundai will find different approaches to using Groupon in the future.

Press Release

HYUNDAI TAPS POWER OF GROUPON FOR SERVICE LEADS

Continuing to explore new and innovative ways to connect drivers and dealerships, 1,323 shoppers took advantage of Hyundai's weekend-long Groupon promotion for a $29 oil change, inspection and tire rotation offered by 10 Chicago-area Hyundai dealers. Chicago-based Groupon uses collective buying power to develop daily deals on a wide range of consumer items in more than 500 markets around the world. This was the first-ever promotion by an automaker.

"We're always looking for innovative ways to build dealers' service business. Our Central Region team and a number of Chicago dealers recognized the power of Groupon to offer a compelling deal and generate new service leads," said Brian O'Malley, general manager of Hyundai Motor America's Central Region. "Based on initial response, we can clearly call the pilot program a success in driving traffic. If the long-term results are as encouraging as the initial data and dealers are supportive, we'll certainly look at other ways to use Groupon in the future."

The first-of-its-kind promotion by an automaker was piloted to test the level of acceptance, gauge interest from both Hyundai owners and non-Hyundai owners, and drive ongoing business to Hyundai service centers. The 10 dealerships participating in the trial averaged more than 130 new service customer leads each. As coupons are redeemed and appointments scheduled, Hyundai will track these customers to determine the promotion's long-term benefit and share the results with Hyundai dealer organizations as a case study on innovative tactics to build business.

Topics: hyundai

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