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In the business of empowerment

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The automobile industry is currently undergoing a transformation. Amid the many technological advancements made by the world’s best carmakers, including great strides in the fields of battery technology and artificial intelligence, what would the car of the future be like?

Hyundai, as one of the carmakers pushing the limits of what cars can become, is exploring that exact question, as well as the question of maintaining relevance in such a highly competitive industry landscape.

“We are adapting to our uncertain and constantly changing business landscape by redefining and expanding the concept of mobility, thinking beyond product and technology to create meaningful experiences, as people no longer just buy products, but experiences that they associate with a product or brand,” Hyundai Asia Resources, Inc. (HARI) President and CEO Ma. Fe Perez-Agudo said.

That same concept of mobility is needed, not simply as the core of their products, but as a lifeline toward navigating the disruptive roads of the automobile industry. Ms. Perez-Agudo believes that the same philosophy can steer the company toward adapting to the rapidly changing needs of its consumers, letting technology bridge the gap between those behind the wheel, and those who design it.

“We are no longer just in the business of selling cars — we are in the business of empowerment, of enhancing lives through innovative products and customer care. But this demands agility and, to be an agile company, one must boost capacity in the digital space: automation for operational efficiency; using big data and analytics to draw meaningful insights on customer needs, wants, and pain points; continuously enhancing customer experience; and developing new markets,” she said.

As the official importer and distributor of Hyundai passenger cars and commercial vehicles in the country, HARI gives customer experience top priority, and significant efforts are being put into a new operating model that would put the customer at the front and center of the business. The new model will be the company’s attempt at “harnessing social listening tools to understand the highs and lows of the Filipino consumer and so better connect with customers; leveraging the new and the traditional media to engage our diverse markets via the channels of their choice; and building capacity in order to become a digitally-agile company.”




HARI is also putting in work to establish its digital presence to keep in touch with its customers 24/7. In its efforts enhancing customer experience on that front, the company has received recognition, not only from its parent company, but also from prestigious consumer watchdogs.

The company maintains that its digital platforms are a key method to maintaining relevance in the Filipino market. As technological innovation makes even bigger strides in the coming years globally, Hyundai vowed to make it a point to engage in the partnerships it has made with the community, advancing new modes of collaboration that underscores the heart and the human face of its business.

“As we adapt and build on our digital platforms in the coming years, we are always mindful of what Hyundai and HARI are all about: the Filipino’s lifetime partner in mobility and beyond. The way we communicate this objective may change, but our company’s mandate shines through,” Ms. Perez-Agudo said.

Doing business right, and working for the prosperity of all, that remains the core of Hyundai’s business.

“I am not referring to isolated CSR efforts, but to a business culture that is self-sustaining while responsibly working for the benefit and sustainability of all stakeholders—and the environment,” she added.