Automotive & MobilityHMC

Digital Communication for Strengthening Market Leadership: Preliminary Consulting for the Redesign of Hyundai Motor Comp’s Hydrogen Commercial Vehicle Website

B2B Fleet
Content Strategy
Customer Journey
Pre-consulting

Pain Points

Information on commercial electric vehicles was scattered, making it hard for overseas customers to access.

Hyundai Motor Company, Leading the Hydrogen Commercial Vehicle Market

Amid global efforts to address climate change, the automotive industry stands at a major turning point. On the path to its goal of carbon neutrality by 2045, Hyundai Motor Company is stepping forward as a leader of the hydrogen society and accelerating its electrification strategy. Beyond battery electric vehicles (BEV) and fuel cell electric vehicles (FCEV), Hyundai seeks to establish a leading position in hydrogen commercial vehicles as well.

As part of this strategic effort, Hyundai, which has grown steadily in global markets since launching the world’s first hydrogen electric vehicle in 2013, is expanding its market share in commercial vehicles by using the advantages of hydrogen fuel cells. But the scattered state of information on commercial electric vehicles was hindering access for overseas customers and affecting the brand’s integrated marketing strategy.

To improve this, Hyundai Motor Company launched a preliminary consulting project to find ways to provide detailed information on hydrogen commercial vehicles through its website, build positive public opinion and strengthen marketing communication. The project aimed to provide guidance for a website redesign that would solidify Hyundai’s leadership in hydrogen commercial vehicles and effectively promote its business expansion.

Strategic Lens

We redefined the customer journey around three target groups.

Redefining the Global Customer Journey and Expanding Digital Communication

In the preliminary consulting for the website redesign, we set two key tasks.

The first was to redefine the customer journey and, on that basis, build a channel acquisition strategy centered on the user experience and an effective content strategy. The second was to present clear guidelines for the website’s composition through market and content research. This approach contributed greatly to quick decision-making and efficient content preparation.

Two tasks of the preliminary consulting, including CXJ target segmentation

Two tasks of the preliminary consulting: CXJ Target Segmentation, assigning website roles according to needs at each stage of the customer experience journey for each target / Contents Guideline, presenting a goal-driven content strategy and guide

The project’s goal was to raise awareness of hydrogen electric commercial vehicles and strengthen the interest and engagement of prospective and current users. To this end, we segmented the customer experience journey (CXJ) and defined three main target groups: prospective buyers (B2B fleet), product owners (B2B fleet) and individual users (SOHO business). By providing content and features tailored to each group’s characteristics and needs, we aimed to drive effective communication and engagement.

CX Strategy Development Process in Hyundai's ECV Web 2.0

CX strategy development process for Hyundai’s ECV Web 2.0

1. Target Segmentation

Market analysis and needs assessment

2. CX Journey

Customer journey mapping

3. Contents Matrix

Content strategy and planning

4. Information Architecture

Structural design for content delivery

While carefully redesigning the customer experience journey (CXJ), we focused on developing strategic content that strengthens customer engagement at every stage. This was a deliberate approach to encourage customer participation and relationship building, beyond simply providing information.

Creative Approach

We built a three-stage content strategy: branded, communication and rich.

01. Branded Content

As a first step, we sought to spark the interest of prospective customers through storytelling-driven branded communication that builds brand credibility and highlights the originality of the products. This included content presenting a deep understanding of Hyundai’s hydrogen commercial vehicle business and its strong position in the market.

02. Communication Content

Second, we focused on communication content to keep an ongoing dialogue with existing customers. The strategy was to build deep relationships with customers through various digital platforms that enable real-time updates, user feedback and interaction, sharing stories of successful pilot projects, market trends and technological innovation to encourage engagement.

03. Rich Content

Finally, we prepared a rich content strategy to enrich the customer experience. It included 3D viewers and interactive videos that let customers experience the products vividly, focusing on having customers experience Hyundai’s innovative technology firsthand and form a positive impression of the brand.

Delivered Experience

We provided website composition guidelines that the build partner could use right away.

A Planned Strategy for a Successful Redesign

Preliminary consulting for a website redesign goes beyond a strategic approach to the digital environment: it gives the company carrying out the build clear guidelines on the direction of services and content. This process raises the efficiency of the redesign and contributes to achieving its target results.

With expertise in UX, UI and design and a strong understanding of the market, Saltcake is skilled at solving problems together with clients. For Hyundai Motor Company, this project was more than a design change: it was a journey to strengthen its leading position in the hydrogen commercial vehicle market and expand its connections with more customers in global markets.

Aerial view of emerald waves meeting a white sand beach

Client

Setting the journey and content strategy for Hyundai's hydrogen commercial vehicle website.

Project Information

Industry: Automotive & Mobility
Project Type: Optimization
Role: CX Strategy, Content Strategy

Client: HMC
Client Introduction: Founded in 1967, Hyundai Motor Company is Korea’s leading automaker. Having introduced the world’s first mass-produced hydrogen vehicle and the premium brand Genesis, it leads future mobility with autonomous driving and connectivity technologies. Under its vision of “Progress for Humanity,” it explores how technological progress can serve people’s lives.

As a leader in the hydrogen commercial vehicle market, Hyundai Motor Company wanted to reorganize its online strategy. To start that success, Saltcake redefined the global customer journey and prepared a guide to content strategy.

Case Intelligence Summary

Pain Points

Information on commercial electric vehicles was scattered, making it hard for overseas customers to access.

As climate action puts the auto industry at a turning point, Hyundai is leading the hydrogen society toward carbon neutrality by 2045 and accelerating its electrification strategy. It has grown steadily since launching the world's first hydrogen electric vehicle in 2013, and aimed to cement a leading position in hydrogen commercial vehicles beyond BEVs and FCEVs. But information on its commercial electric vehicles was scattered and hard for overseas customers to reach. This was also affecting the brand's integrated marketing strategy. Hyundai needed a way to present detailed information on hydrogen commercial vehicles through its website, build positive public opinion and strengthen marketing communication.

Strategic Lens

We redefined the customer journey around three target groups.

In the pre-consulting for the website renewal we set two tasks: redefine the customer journey and build channel-acquisition and content strategies on it, and give clear website guidelines through market and content research. Segmenting the customer journey, we defined three target groups — prospective B2B fleet buyers, B2B fleet owners and individual SOHO users — and decided the content and features each needs. The strategy was built in order: target segmentation (market analysis and needs), CX journey mapping, a contents matrix (content planning) and information architecture (structure for delivery). Beyond simply providing information, the focus was on building engagement and relationships across the whole journey.

Creative Approach

We built a three-stage content strategy: branded, communication and rich.

We set a three-step content strategy matched to the stages of the journey. First, storytelling-led branded content builds trust in the brand and highlights the product's originality to draw in prospects. Second, communication content with real-time updates, feedback collection and interaction keeps the conversation going with existing customers, sharing pilot-project success stories, market trends and technology innovation. Third, rich content such as 3D viewers and interactive video lets customers experience Hyundai's hydrogen technology firsthand and leave with a positive impression. This flow — from interest to relationship to experience — was mapped onto each target's journey.

Delivered Experience

We provided website composition guidelines that the build partner could use right away.

We delivered website guidelines the build agency could use right away. Pre-consulting goes beyond digital strategy: by giving the build agency a clear direction for services and content, it makes the renewal more efficient and brings target results closer. Guidelines grounded in market and content research sped up decisions and made content preparation more efficient. Rather than a design change, the project gave Hyundai an online strategy to strengthen its leading position in hydrogen commercial vehicles and widen its connection with customers worldwide.

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