Tarun Garg on how Hyundai has been walking the Sustainability talk
Country’s first smart mobility solutions provider, Hyundai Motor India Ltd (HMIL), is continuously elevating customer experiences with technologies that are intelligent, advanced and future ready, taking customers beyond mobility with solutions that synergise with their lifestyle. The largest exporter recently introduced its new brand campaign – ‘Beyond Mobility’, which encapsulates the company’s commitment and aspirations for the India of tomorrow. Drawing its inspiration from Hyundai’s Global Vision of ‘Progress for Humanity’, the ‘Beyond Mobility’ campaign has been pegged on three pillars of: Intelligent Technology, Sustainability and Innovation.
The campaign has been launched nationwide and reinstates Hyundai’s global vision of ‘Progress for Humanity’ to help people understand and believe that tomorrow’s hyper-connected automobiles will not only have advanced technology power their core, but also have intuitive features that greatly enrich their lives. Capturing the evolving consumer needs and technological developments, the campaign illustrates Hyundai’s approach to be the consumers’ lifetime partner.
With their evolution from a manufacturer to a smart mobility solutions provider, Hyundai has redefined customers’ mobility experiences. Click-to-Buy end to end car buying platform is getting great traction from their customers delivering them seamless engagement with the brand. With their 30+ partners on Hyundai Mobility Membership, HMIL are offering lifestyle solutions to the customers making their journey with Hyundai memorable.
The ‘Beyond Mobility’ campaign captures how user needs are evolving towards an integrated ecosystem and beautifully depicts the future of mobility that can deliver meaningful experiences making every moment truly worthwhile and rewarding. This 360-degree outreach campaign will utilise print, TV, radio amd digital medium and will showcase multi-dimensional visual perspective using minimal elements for bringing out ‘Beyond Mobility’ as the core of Hyundai’s campaign.
In an exclusive interview with Adgully, Tarun Garg, Director - Sales, Marketing & Service, Hyundai Motor India, speaks about GenZ’s expectations from Hyundai, the purpose behind the ‘Beyond Mobility’ campaign, impact of sustainability push amid the pandemic and a lot more.
What challenges have you faced with the evolving behaviour of consumers, especially the GenZ? What have been their expectations from Hyundai?
The millennials today are more socially and environmentally conscious. The tech-savvy generation would like to be associated with brands who think of social well-being and can add a lot of value to the overall journey.
Today’s customers are not only buying a product, but they buy a brand. Buying a car is much more than just a product or much more than buying only a service. Customers now want to be connected, be associated with the brand, and they want to take pride in being associated with that brand.
As a progressive brand and India’s first smart mobility solutions provider, we are developing technologies that are intelligent, advanced, and future ready, taking customers beyond mobility with solutions that synergise with their lifestyle. Technologies that deliver unique and comforting experiences for consumers.
How has the pandemic pushed sustainability up consumers’ agenda? What are the implications of this for brands?
The pandemic has altered many consumer preferences, and inclination towards personal mobility has become big. Today, consumers have evolved and become sustainable socials, which means that they care for the environment and hence, their choices centre around buying products that give them value as well as being conducive for the environment.
Hyundai’s new brand campaign – ‘Beyond Mobility’ – reinforces its commitment of future mobility, which is intelligent and thrives with sustainability. The campaign touches upon Hyundai’s relentless pursuit towards realising the dreams of its customers by introducing new technologies, developing products that meet the aspirations of new age customers, and keeping everything in line with the environment.
As a socially responsible brand, Hyundai Motor India keeps sustainability at the core of all our functions and ensures that every step in the making of a car and beyond is sustainable and conducive for the environment. Our manufacturing facility in Sriperumbudur, Chennai is a great example of green manufacturing with self-sustainable resources. To ensure sustainable practices throughout the year, the Hyundai Motor India plant (spread across 536 acres) follows eco-friendly processes to conserve resources and reduce consumption of energy and water.
Hyundai becomes the No. 1 OEM in renewable energy usage with:
- 100% LED for all type of lighting system
- First Auto MNC to implement ISO 50001
- State of the art Regenerative Thermal Oxidiser in both plants
- Over 33% green belt area
- 89% renewable energy used for factory operations
As we move towards the future, our global philosophy – ‘Progress for Humanity’ – is aimed at serving societies with a vision to develop an ideal world. We are profoundly committed to reducing carbon footprint and building a cohesive environment for man and machines to operate with agility.