Have you driven a Hyundai lately?

A Hyundai Santa Fe crossover SUV in Kampala. Although Hyundai is a good brand globally, Ugandans have not really warmed up to it like they have done with other car popular car brands. PHOTO BY ISMAIL KEZAALA

An online source says, Hyundai Motor Company is a South Korean multinational automotive manufacturer. Founded in 1967, the company along with its 32.8 per cent owned subsidiary, Kia Motors, together comprise the Hyundai Motor Group. Hyundai is currently the fourth largest vehicle manufacturer in the world. However, for some reason, Ugandans have not really warmed up to this brand that is making waves around the world.

Mustafa: Hyundai, what happened? It is doing well in other markets. It is basically, the Samsung story. In 1990, who knew that time will come and they buy a Samsung TV? Today, Samsung rules that game. Back then, Sony rocked.

Jude: They were out gamed.

Mustafa: They were out gamed by Samsung. It is the same story with Hyundai. Today, you go to Dubai and Hyundai is all over the place. In West Africa, the same story. What is happening in Uganda?

Jude: Like you said, it is pretty much the same story. It is hard to talk about Hyundai and you don’t talk about Samsung. You have a high end product that is priced lowly it is like having a quality Samsung smart phone outselling an expensive iPhone from Apple. Similarly, there are quality cars out there that people buy at unbelievable prices.

Paul: Mustafa, the difference between Samsung
and Hyundai here is that Hyundai has no dealer in Uganda. There is nothing like it won’t work here.In fact, there used to be a dealer who closed shop for various reasons. But if there was a dealer, you would see Hyundai selling in Uganda. After all, Kia is selling. Kia is a fantastic product. Hyundai just doesn’t have a dealer-that is it. Otherwise, the product is fantastic.

Mustafa: I agree with you.

Paul: And the product has legendary history. I know of two people with Hyundais. One of them rebuilds his Hyundai engine at home.

Jude: Which one does he have, the Accent sedan or the Sonata?

Paul: He has the Accent. Even one of our MPs has a red Elantra.

Mustafa: But you see, the Hyundai engines are not manufactured by Hyundai per se. they get parts from original manufacturers such as Bosch.

Paul: Everybody does that. There is no manufacturer who single handedly manufactures a car, they are builders. They assemble.

Mustafa: But today, if you mention Hyundai to someone on the street, they will be like-what?

Jude: But like we were talking earlier, sometimes it is about people’s mindsets. Some people write off brands they know little about.

Paul: Lack of information or keeping it. I saw this advert where they were showing the lane change assist facility in the new Hyundai and I was blown away. There are stunt men who get out of the cars as they are moving, and the cars are left to follow the lead car. When the car in front indicates, they all do! When it turns, they all turn yet they have no body driving them! Have you seen that commercial?

Mustafa: I have not but I know what you are talking about.

Paul: They show how the lane assists function works. When the car brakes, all the rest behind it also brake. It shows that once a passenger is disabled, the car will stop. It is the same thing in the latest Mercedes Benz-Attention Assist and Lane Change Assist.

Mustafa: Hyundai as a company has grown both in efficiency and in technology. They give you value for money, their products are durable and reliable. They are taking the Japanese model and they are succeeding.

Jude: They have penetrated the American market which is had to penetrate. But once you are there, it means success.

Paul: So somebody had better open up shop here for Hyundai because there is value for money.