FRUM

The automobile industry’s business environment is rapidly changing in many ways, such as with the acceleration of technological development and changes in consumers’ vehicle purchasing patterns.

In response to these changes, Hyundai Motor Group launched its first Hyundai Motorstudio digital store in March 2015 in the COEX Mall in Samseong-dong, Seoul, a location often visited by consumers, in order to expand its brand and product experience.

Hyundai Motorstudio Digital is a digital showroom in which you can experience the brand and cars that you are interested in through various digital technology-based content, such as 3D and VR.

FRUM produced a Factbook to support the global expansion of Hyundai Motorstudio Digital. In order to help overseas branches and dealers understand the concept, we clarified the role of a base and established the basic principles to perform it. In addition, to spread it smoothly, we established a working standards system by defining work processes and performance subjects, etc., laying the foundation for Hyundai Motorstudio to expand overseas digitally.

Hyundai Motorstudio Digital @ COEX attracted approximately 200,000 visitors in 2015, with its pressure-free, easily accessible consultations and digital experiences in a location often visited by consumers in their daily life. Utilizing the connection between the customers’ experience of their car of interest and test-driving with various combinations of cars, we were able to improve brand favorability and create new demand.