Magazine article ADWEEK

Dean Evans: STEERING THE CARMAKER TO NEW MILESTONES

Magazine article ADWEEK

Dean Evans: STEERING THE CARMAKER TO NEW MILESTONES

Article excerpt

For lots of people, car shopping offers none of the fun or convenience of buying something online. It consumes a lot of time, patience and energy to research a reliable dealership, test drive different models and tackle the ample paperwork that a purchase of this size requires. These are the so-called pain points Dean Evans, CMO at Hyundai Motor America since 2015, set out to alleviate. (Evans left the carmaker in mid-October.)

A smoother ride

"Car buying takes five-and-a-half hours, and consumers think that's brutal," says Evans, keenly aware of how Amazon has reshaped what the public has come to expect from the retail experience. So he led the development of Hyundai's Shopper Assurance program, a four-pronged groundbreaking initiative that launched in early 2018. Not only would it make car buying easier, but also its very existence as a product would improve Hyundai's reputation in the eyes of would-be shoppers. "We're the only brand today that says anything about a shopping experience," says Evans. "Everyone else says, 'Go see our local dealer.' By just saying, 'Do you like our car? Do you like our incentives?' it gets the customer in a better mindset."

Changing lanes

Before launching the program, Evans and his team approached the company's 830 nationwide dealers to gauge their interest. They explained that it would have four elements, among them a three-day return and exchange period and transparent pricing. It would feature a streamlined purchase experience that would enable shoppers to fill out paperwork online on their own time, and take an industry-disrupting approach to test drives. …

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