A Groupon deal for automotive services isn’t exactly groundbreaking, but last week Hyundai became the first automaker to use the online coupon site to attract dealership service customers. Ten Hyundai dealers in the Chicago area offered a $29 Groupon promotion for an oil change, tire rotation, a multipoint inspection and a basic car wash, which, according to deal’s Groupon page, is worth up to $79.95, a savings of 63 percent. More than 1,300 customers took advantage of the deal.
“We’re always looking for innovative ways to build dealers’ service business,” 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.” Once customers start redeeming their Groupons, Hyundai will track the promotion’s long-term results as a case study for other dealers who are considering the deal.
The question now is if the automaker will use the site to drive up sales leads with possible leasing or financing deals. “The guys in the Central Region did something really creative with Groupon,” said Miles Johnson, manager of Product Public Relations, Hyundai Motor America. “We’re going to evaluate and see if there are other ways we could use Groupon.”
Hyundai can now add Groupon to its list of innovative marketing campaigns that includes the Hyundai Assurance Program (which guarantees the residual value of its new vehicles) and their new Equus flagship sedan that is sold with an Apple iPad tablet that includes various apps such as an interactive owner’s manual and service and maintenance scheduler.