The Slow Rollout of Hyundai and Amazon’s Digital Car-Buying Platform: Is It Too Little, Too Late?

A Frustrating Delay: Will Hyundai and Amazon Ever Launch Their Digital Car-Buying Platform?

As we swiftly approach the end of 2024, the delayed launch of Hyundai and Amazon’s digital car-buying platform is leaving dealerships and customers alike feeling perplexed. With the excitement of Thanksgiving decorations already visible in stores, it seems the clock is ticking, and the anticipated launch might just slip through the net. But why the delays?

The Evolution of the Partnership

In 2023, Hyundai and Amazon joined forces to create an innovative digital marketplace where car enthusiasts could explore, test, and ultimately purchase Hyundai vehicles online. The primary idea was to simplify the buying process by allowing customers to choose their desired ride, apply for financing, and finalize paperwork from the comfort of their own homes – reducing the hassle of the in-person car-buying experience. However, the execution seems to have encountered roadblocks, and as we’re yet to witness a seamless platform, customers remain on hold.

A CEO’s Warning: Frustration Galore

According to Mike Stanton, CEO of the National Automobile Dealers Association (NADA), the platform is currently still in pilot mode and doesn’t appear to have met expectations. “I’m hearing right now that dealers are frustrated,” he warns. “They haven’t reached an agreement. It seems to be just another digital retailing tool – not top-tier.” Dealers are rightfully concerned that this platform, if successful, might bypass their profits by streamlining the transaction and potentially sacrificing their in-person interactions with customers.

The Current State: More Show Than Go?

Explore Hyundai’s “Evolve” hub on Amazon for a taste of what this revolutionary platform promises. Scroll through Hyundai’s current model range, but don’t expect to see specific in-stock vehicles available for sale on dealer lots. Yes, you can learn more about maintenance programs, warranties, and electric vehicle charging. Yet, wouldn’t Googling “Hyundai” and clicking the first link yield the same results?

Setting Expectations

There’s still a window of opportunity for this digital platform to launch this year. If it materializes, the benefits would lie in a more seamless experience for customers. Still, dealerships are counting the days, worried that their profits will dwindle, and accessory sales may go the way of floor mats and cargo nets directly from Amazon. How likely will salespeople be delighted by this scenario?

A Skeptical Conclusion

The jury is still out on whether this partnership can genuinely deliver an improved customer experience. The complexity of the car-buying process, dealership networks, and state franchise laws might ultimately outweigh the convenience of shopping from home. As frustration brews, it appears this ambitious plan is proving far trickier to implement than initially envisioned. Here’s hoping that Hyundai and Amazon can rectify these issues and ultimately provide an exciting innovation that benefits everyone involved.