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.