With social media becoming an influencer in our daily lives, the country’s second largest passenger car manufacturer, Hyundai Motor India (HMIL) is launching ‘HyBuy’, a programme to engage customers and offer freebies.

However, the programme will be for a limited period and for a limited number of people (around 300), as the company will be offering major discounts and freebies, such as extended warranties for cars.

With the tag line, “Benefits of buying together”, HMIL will ask its customers to spread the message of how buying a Hyundai car is beneficial.

This is how it works. First, a customer needs to join the programme (portal) to avail the benefits and then share the same with other customers to get rewards.

The benefits will be over and above the current market offer and there are assured incentives, the company said.

There will also be real time updates at each stage, HMIL said, adding that the programme may run for a month.

“HyBuy is the first of its kind in the auto industry, not only in India but also globally. It is a unique social marketing programme to motivate customers to not only buy, but to amplify this to their social network to get more benefits,” Rakesh Srivastava, Director, Sales and Marketing, HMIL, told BusinessLine .

Srivastava said in a country where internet users are rising with currently around 500 million users and more than 300 million smartphone users, companies have to look for engaging customers with digital means.

Asked about target customers, he said: “Digital India does not define any age. It is about convenience and confidence, and seeking opportunity at one’s own comfort. With the advent of the digital world, people may search for a product even at midnight.”

Since an automobile is not about only getting technology rich, but is also a lifestyle product, programmes like HyBuy will become the future way of selling products, he added.

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