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Consumers are not satisfied with the quality of domestic cars, and have dissatisfaction against the company. The reason they are flocking to imported cars is the result of these two factors working at the same time. Realistically, domestic car means mostly Hyundai Motor, and the disappointment of consumers is focused on Hyundai Motor. A part of them are becoming anti-Hyundai beyond disappointment. Why did they become antagonistic? |
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There are a large number of anti-Hyundai crowd on the Internet. Among them, there are moderate and reasonable anti-Hyundai but some are extremists. Although there are few, some people are almost paranoid. They unconditionally believe likable information but unconditionally ignore dislikable one. They are sarcastic and ridicule the positive talks about Hyundai but they are automatically sympathy as long as it is a negative, while pouring out favorite abuses and curses. |
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Problem is that the number of people who behave like that and sympathize to such claims is gradually increasing. Consumers’ experienced satisfaction with the company called Hyundai Motor is continuously going down. Unlike the market share, it is mired from the lowest rank among entire automakers. Among the customers who purchased Hyundai car as new car within the past one year, less than 40% showed a satisfactory response (8 points or more in a 10-point scale). They bought Hyundai model because there is no suitable alternative, not because they like the company. |
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In order to find out what is at the root of this attitude, seven conflicting opinions for Hyundai Motor were presented to ask which side they sympathize between positive and negative opinions. In the result, most of the consumers are more empathized with negative opinions. The largest empathy includes the claim that it is discrimination against domestic consumers with ‘Warranty policy in the United States’ (80%) & ‘Use of better parts in exported cars’ (78%) [Figure 1]. In other words, 8 out of 10 consumers believe that Hyundai Motor is preferential to overseas consumers, while discriminating domestic consumers. |
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The more important issue beyond ‘Discrimination’ itself is the recognition, from which they are being discriminated. 3/4 (73%) of consumers believe that Hyundai Motor has grown to a global company because of ‘the domestic consumers who had supported it even with their loss. Nevertheless, rather than the opinion to view better Hyundai Motor bringing ‘Benefit to both the state and society’ (43%), ‘Only good to the company owner and labor union’ was the predominant opinion (57%). In addition, 7 out of 10 people (71%) agreed to ’Hyundai Motor labor union is a nobility union that unduly pursue their own interests only’. |
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In summary, the majority of consumers believe that Hyundai Motor has ignored the dedicated contribution of domestic consumers but has been diligent to fill their (owners and union) benefits, while returning the favor with the cold shoulder in quality and service aspects. |
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Such opinion is not common to everyone. The opinion of Hyundai car enthusiasts, who bought Hyundai car as the past & current cars and will buy Hyundai car even in the future, is different. They are 20%p less negative on the facts such as discrimination and contribution, while more positive about current status and future. They prospect that Hyundai is doing well now, although there is a little discrimination, and will benefit the national society. |
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On the other hand, the consumers, who consider imported cars as the next purchase, are much more critical. Especially, they are very negative on the current situation and the future. Unlike Hyundai car enthusiasts, imported car intenders have given up the expectation already.
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Hyundai car enthusiasts and imported cars intenders displayed contradictory tendency of positive and negative in 6 out of 7 questions, as compared to the entire respondents. More negative reaction from both sides came out from the question related to ‘Nobility union’. 71% of the entire consumers called it as ‘Nobility union’, while Hyundai car enthusiasts and imported cars intenders were more critical at 75% & 78%, respectively. That’s because Hyundai car enthusiasts are viewing the relationship between union and the company as confrontational with each other by separating them. |
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When looking at the results so far, consumers are more critical for the company rather than Hyundai Motor products, while the core of the antipathy against company is the sense of reverse discrimination even with the contribution to the growth. It’s because they see the behavior of Hyundai Motor as ungrateful. Such idea is not only make many consumers switch to imported cars, but also generates the anti-Hyundai propensity. |
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And then, which Hyundai Motor related experience or judgment does make consumers to give up, or make them aggressive? |
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♦ Reference : 「Consumer Insight」 Annual Automobile Syndicated Study Outline
The contents was excerpted and summarized from the results of annual ‘Automobile Syndicated Study’
conducted by Consumer Insight Inc. in every July since 2001. |
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