First-ever Groupon Promotion for an Automaker Nets More than 1,300 Customers in Chicago Trial
FOUNTAIN VALLEY, Calif., April 19, 2011 – 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.
HYUNDAI MOTOR AMERICA
Hyundai Motor America, headquartered in Fountain Valley, Calif., is a subsidiary of Hyundai Motor Co. of Korea. Hyundai vehicles are distributed throughout the United States by Hyundai Motor America and are sold and serviced through more than 800 dealerships nationwide. All Hyundai vehicles sold in the U.S. are covered by the Hyundai Assurance program, which includes the 5-year/60,000-mile fully transferable new vehicle warranty, Hyundai’s 10-year/100,000-mile powertrain warranty and 5-years of complimentary Roadside Assistance.