When Hyundai Seduce Loyal Japanese Brand Consumer
THIS automotive manufacture from South Korea presence in Indonesia closely with national car policy at the time, when the new order regime dominate in Indonesia. At that time a national car named Timor, using Kia Sephia specification for camouflage. After Hyundai bought Kia stock, the manufacturer began to pour their new cars.
Mutually Change Model
Started in 1995, with bringing the Hyundai Elantra 1.6 DOHC, Hyundai became a competitor cars for Japan and Europe brand that previously dominated the market. After that appears, Hyundai Accent 1.5 SOHC, Hyundai Atoz, Hyundai Verna, Hyundai Grandeur, Hyundai Matrix, Hyundai Trajet, Hyundai Santa Fe to Hyundai Coupe.
However, many of those Hyundai models were discontinue, replaced by a model and a new name. Like the Hyundai i10 for Hyundai Atoz. Another challenging step about the prestige of Hyundai are now competing fiercely with other South Korean brand is, Kia. However, with a lot experience rather than Kia, Hyundai already has its own loyal customers.
Hyundai models such as, Hyundai Sonata, H - 1, Grand Avega, Santa Fe, Tucson and Starex filed automotive market. With the lowest price range of Rp180 million until Rp650 million, it sure Hyundai can match the Japanese brands in national automobile industry. In terms of pricing strategies, Hyundai played under the price of Japanese cars, it could be cheaper but the quality is not cheap.
By doing so, Hyundai is hoping to attract more consumers whose are loyal to the Japanese brands in Indonesia. Not only that, the contending with sibling Kia, Hyundai must offers a car differentiation. It seems that Japanese manufacturers should be aware of the movement of Hyundai, because although currently Hyundai population still under Japanese cars, Hyundai will slowly but surely continue to rise and ready to disturb the established manufacturers .
One obstacle is owned Hyundai resale price or a used Hyundai cars are not good in the used car market. It was common to non- Japanese cars in Indonesia. Hyundai needs to build a reputation with suitable products and respite to the people of Indonesia.