Hyundai, the automaker, believes that enhancing the customer experience can help it speed ahead of the pack in a crowded, competitive sector.
Approximately 17 million cars and trucks are sold in the United States each year, explained Angela Zepeda, Hyundai Motor America’s chief marketing officer. And a mix of legacy marques (from giants like Ford and General Motors to smaller brands like Hyundai) and category disruptors (led by Tesla) are now battling for a share of this customer base.
“We’ve kind of reached a point of saturation … And what that means is that it’s really expensive to do business,”...