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KOREA UNESCO World Cultural Heritage - Jongmyo Shrine
Autumn | 2009 | Vol.04 | No.15
Jongmyo Shrine is made up of Jeongjeon (the main hall), Yeongnyeongjeon (the Hall of Eternal
Peace), and auxiliary facilities. Jeongjeon, with its attached cloister, is said to have been the
longest building in Asia. It enshrines the memorial tablets of greatly honored kings and their
queens, today containing 19 memorial tablets of kings and 30 tablets of their queens in 19 spirit
chambers.
Jongmyo Jerye, or the Royal Ancestral Rite, was one of the most important government events
during the Joseon period. It was conducted five times annually. Additional rites were also
performed on special state occasions to notify the ancestral spirits of the events. The king himself
became an officiant who offered repetitive bows and liquor before each chamber according to
strict procedures maintaining an austere ambiance.
Each procedure is accompanied by ritual music, Botaepyeong and Jeongdaeeop.The orchestral
ensemble is composed of Chinese-derived and native string, percussion and wind instruments
including bell chimes (pyeonjong), stone chimes (pyeongyeong), the cylindrical Chinese oboe
(dangpiri), the bowed zither (ajaeng), and the transverse flute (daegeum), which still capture the
authentic form of the old court music that has been played since the early Joseon period. The
head of the dynasty's Jeonju Yi Clan still officiates at the annual rite on the first Sunday of May.
Jongmyo was built in 1394, when the Joseon Dynasty moved their capital from Gaeseong to
Hanyang (the present Seoul), but was burnt to the ground during the Japanese invasion of Korea
in 1592. The reconstruction was planned in 1604 and completed in 1608, the 1st year of
Gwanghaegun (r. 1608-1623).
Jongmyo Jerye, the royal ancestral rite, is certainly a historical rarity in the world, with 500-year
old formalities for ancestral worship set in 1462. It keeps intact the original procedures for the
offering of sacrificial gifts of food and drink in authentic ritual utensils, with royal descendents
and participants costumed by rank, as well as ritual dance and music ensembles.
Hyundai Motor Company
Phone : (82-2) 3464-3192
Fax : (82-2) 3464-3513
Website : http://www.hyundai.com
Register Date : March. 10, 2006
Registered No. : 2009-C
Publisher : Mong - Koo Chung
&
TRUCK BUS
Jongmyo Shrine is dedicated to the spirits of Korea's royal ancestors. The royal family of the
Joseon Dynasty paid homage to their forefathers in the time-honored Confucian tradition. This
sedate shrine of beautiful architectural simplicity is appreciated as an invaluable cultural
inheritance and was registered on UNESCO's World Cultural Heritage List in 1995.
Designed : Communications OCTO Inc.
Published : September. 30, 2009
Commercial Vehicle Export Planning Team
We welcome your suggestions & your comments. If you have great stories which are related to Hyundai, Please feel free to e-mail Mr. W.H Kim : whk@hyundai.com
Cover Story
Cover Story
HD210 (6 2)
HMC rolled out the HD 210 6 2 in September, an upgraded version of the popular HD 120 mid-size truck. Responding to the
Other Advantages over bigger trucks
Suspension reinforcement
growing emphasis on operating efficiency and cutting costs from increased oil prices, the new version features an extended
The liftable axle rides on air suspension, which reduces the risk of
- Main springs : 11t 10
wheel base and liftable pusher or tag axle for greater payload capacity.
damage to cargo from road shock or impact.
- Helper : (11t 6)
(11t 8) + (12t 2)
(17t 4)
The advantage of increased stability becomes more evident when using
Special Features
the truck loaded with cargo. In addition, the extra brakes on the pusher
The HD 210 6 2’s wheel base is 800mm longer than the HD 120 Extra
or tag axle improve the truck’s overall braking performance.
Long model (for a pusher-axle truck) and comes with a pusher or tag
liftable axle mounted to the rear axle. This configuration distributes the
The leaf springs in the rear axle have also been reinforced by increasing
weight of the load among all six wheels, enabling the truck to carry the
their thickness and adopting a double frame.
same payloads or greater than a large-size truck. This benefit is
especially important for hauling heavy cargo short or medium distances
or for transporting bulk cargo for longer hauls.
100 ~140mm
5,695mm
Specifications
Chassis Cab Dimension (mm)
Another benefit of the HD 210 6 2 is its narrower cab width than a
Chassis Model
Lifting axle type
Wheel Base
large-size truck, offering greater mobility and maneuverability on narrow
roads.
Overall
The Advantages of Pusher and Tag Axles
Wheel Tread
Overhang
The pusher axle, mounted in front of the rear axle, is a major
HD210 C/Cab
Pusher
5,695 (4,295+1,400)
Tag
6,895 (5,695+1,200)
Length
Width
Height
Front / Rear
Front / Rear
9,440
2,400
2,505
1,795 / 1,660
1,245 / 2,500
Front / Rear
Pusher
3,720 / 8,800
8,800
21,320
improvement for transporting heavyweight loads such as bricks, steel
450mm
plates or beams. By comparision, the tag axle, located behind the rear
axle, is ideal for transporting bulk loads, providing extra support for the
7,400mm
2,310mm
Weight (kg)
Axle Capacity
center of gravity.
Max G.V.W
The pusher or tag axle can be raised 100 to 140mm above the ground
Power train
when the truck is running unloaded. Reduced surface friction results in
fuel savings and prevents unnecessary tire wear, adding to the overall
economic value of the truck.
Pusher axle
Tag axle
Engine Model
Displacement (cc)
Max Power/ Torque (ps/kg.m)
Transmission
Model
Model
(Capacity)
Rear Axle
Ratio
D6DA19 (Euro 2)
D6DA22 (Euro 3)
6,606
196 / 58
225 / 65
KH10 (Over Drive)
D4H (8,800kg)
4.333
3.909
Comparison in terms of P/Load
Drive type
Engine
G.V.W (kg)
Chassis Cab (kg)
Empty Vehicle (kg)
Pay Load (kg)
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HYUNDAI Newsletter
HD120
Extra Long
4x2
D6DA19
(196ps)
12,520
4,200
5,455
7,065
HD210
Ultra Long
6x2
21,320
4,850
6,105
15,215
HD170
Long
4x2
D6AB
(290ps)
17,350
6,440
7,880
9,470
HD250
Long
6x4
D6AC
(340ps)
28,150
8,840
10,740
17,410
HYUNDAI Newsletter | 03
Global News
Global News
Hyundai Chairman Receives Van Fleet Award in New York
Vice Chairman H.Y. Choi Meets With Mongolian President Elbegdorj
- Korea Society recognizes Chairman Chung’s strengthening of U.S.-Korea economic relations through the auto industry
- Chairman Chung honored alongside former U.S. Secretary of State Henry Kissinger
Motors and expressed appreciation for the variety of
community activities and programs Hyundai has
undertaken in Mongol, including those aimed at
introducing Korean culture to Mongolian citizens.
James A. Van Fleet, a commander of the
U.S. Eighth Army at the height of the
Korean War in 1951. The Korea Society is a
non-profit organization dedicated solely to
the promotion of greater awareness,
understanding and cooperation between
Korea and the U.S.
Located in the central Asian continent and famed as the
land of Genghis Khan, who created the world’s largest
empire in the 13th century, Mongolia has left indelible
imprints on the history of many Oriental and Western
nations. It was liberated from China in 1921, and since
1992, it has remained a nonaligned nation with a
presidential government system.
Other Koreans who have received this
award include former South Korean
President Kim Dae-Jung, UN SecretaryGeneral Ban Ki-Moon and former Samsung
Group Chairman Lee Kun-Hee. American
awardees include former U.S. Presidents
George H.W. Bush and Jimmy Carter.
Hyundai-Kia Automotive Group Chairman
and CEO, Chung Mong-Koo, received The
Korea Society’s “2009 Van Fleet Award” an
award given to those who have made great
contributions to strengthen relations
between the U.S. and South Korea.
Mr. Chung received the award at The Korea
Society’s annual dinner in New York. The
dinner, which was held at The Waldorf
Astoria hotel on June 9, was attended by
over 500 guests, including influential
political, economic and social figures such
as former U.S. Secretary of State Mr. Henry
Kissinger, who was also a joint recipient of
the award; Special Representative for North
Korea Policy Mr. Stephen Bosworth, Korea
Society Chairman Mr. Donald Gregg,
Governor Bob Riley of Alabama, Governor
Sonny Perdue of Georgia and Newsweek
Chairman Mr. Richard Smith.
“Chairman Chung Mong-Koo exemplifies
the visionary leadership, innovative spirit,
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HYUNDAI Newsletter
and global perspective that are the
hallmarks of the world’s finest corporate
leaders,” Korea Society Chairman and
former U.S. Ambassador to Korea Mr. Gregg
said as he presented the award. The Korea
Society presented Mr. Chung the award “for
the important contribution his company is
making to the strengthening of U.S.-ROK
economic ties.”
The General James A. Van Fleet Award,
given annually since 1995 by The Korea
Society, is awarded “to one or more
distinguished Koreans or
Americans in recognition of
their outstanding contributions
to the promotion of U.S.-Korea
relations,” according to the
organization’s web site. It is
one of the most prestigious
awards in the field of U.S.Korea relations. The award is
named after the Korea
Society’s founder, General
“I’m extremely delighted to be here and
consider it a great honor to receive this
award,” Mr. Chung said in an acceptance
speech. “It’s even more honorable to
receive this award together with Dr. Henry
Kissinger, who has dedicated his life to
achieving world peace and improving
relations between the U.S. and Korea. I
promise you that Hyundai and Kia, as good
corporate citizens of America, will work
hard to fulfill our economic role and
contribute to America’s economic recovery
by developing the auto industry.”
On July 22 , Mr. H.Y. Choi, Vice Chairman of HMC, paid a visit to
Mongolian President Elbegdorj and had a cordial talk with him about
ways to foster cooperation between Hyundai and the Mongolian
government. President Elbegdorj took office June 18 as the fifth
president of the nation.
During the visit, President Elbegdorj displayed affection for Hyundai
Over the years, Hyundai Motors has been an important
partner of the Mongolian government in a variety of public projects
including modernization of city buses in Ulan Bator. The partnership is
expected to keep expanding in the years to come as the nation revs up its
economic engine on the strength of being the number 10 country in the
world in terms of natural resources. The nation is known to have 150
billion tons of coal, 550 million tons of copper and 62,000 tons of
uranium.
Staff Meeting Discusses Strategies for Boosting CV Exports of in Second Half of Year
marketing strategies for the second half of this year.
The HMC CV Division held a managerial staff meeting June 10
to devise strategies for ramping up exports of its commercial
vehicles.
Presided over by Vice Chairman H.Y. Choi, meeting participants
evaluated current export market conditions and discussed
At the meeting, Vice Chairman Choi called for
stepped-up efforts to increase sales, pointing out
that the second half of the year would be more
crucial than the first in attaining the year’s export
target due to the persistence of the worldwide
market slump. He emphasized detailed, marketspecific and manageable sales plans as key to
success. He added that such plans should be
guided by a selective marketing approach where
marketing efforts are focused on one or two major
high-potential markets in a region on the basis of
an accurate assessment of market conditions.
The meeting was concluded by a new product education
session about the Universe limousine and 15-ton dump truck
slated for roll-out later this year.
HYUNDAI Newsletter | 05
Global News
Global News
2009 Hyundai Truck & Bus Convention in Vietnam
A July Hyundai truck and bus
promotion convention went off
with a bang in Vietnam. The
convention, held in two locations,
Ho Chi Minh City on July 14 and
Hanoi July 16, was designed to
promote sales in the Vietnamese
market by showcasing the
superior quality of Hyundai
vehicles and stimulating new or
repeat orders from prospective and existing customers.
The convention saw an impressive turnout. In each location, it attracted
more than 100 large fleet companies in transportation, tourism and
construction as well as senior government officials. The enhancement of
customer relations through the event is expected to give Hyundai a leg up
in solidifying its market leadership in Vietnam.
Participants gave high marks to Hyundai’s efforts to supply vehicles
receptive to the needs of Vietnamese customers such as the 6x2 HD210
and 4x4 HD120 trucks and Universe Limousine scheduled for release
later this year. They also responded favorably to the improved warranty
and after-sale service programs announced at the convention.
In his opening remarks at the convention, Mr. Kim Young-kook, Senior
Executive Vice President of HMC, pledged continued efforts to supply
competitive high-quality products to the Vietnamese market in a timely
manner. For this purpose, he added, HMC will invest aggressively in
research and development to improve quality and stay sensitive to the
evolving needs of its customers and market conditions.
HMC has been the undisputed leader in the Vietnamese market for the
last three years with a market share of 30 percent. This year, continuing
the high growth trend started years ago, it had sold a total of 2,800 units
as of July, including 330 buses (of which 116 are Universe coaches),
1,800 medium trucks and 670 large-size trucks.
Hyundai’s 1st Half 2009 Sales Summary
Hyundai Motor Company sold 1,403,931 units worldwide in the first
half of 2009, a 5.8 percent decrease from a year earlier as demand for
automobiles in the global market fell. Domestic sales accounted for
719,478 units while overseas sales accounted for 684,453 units.
Hyundai reached five percent of global market share in the first half of
this year for the first time ever, amid a 15 percent decline in global
automobile demand compared to a year earlier.
In the meantime, total worldwide sales of Hyundai commercial
vehicles during the same period decreased by 25 percent to 38,721
units. Export sales fell by 35 percent y-o-y to 15,584 units.
HMC Sales Record in 2009(’000 units)
1,490
CV Sales Record in 2009(units)
684
1,404
590
38,721
14,836
405
2008
2009
318
315
2008
2009
Domestic
Sales Volume
15,584
28,932
582
CBU
CKD
23,885
16,791
13,348
11,253
2008
2009
Export
2008
2009
Overseas plant
2008
2009
Sales Volume
2008
2009
Domestic
7,094
4,331
2008
2009
Export
Overseas CV sales 2009(units)
Region
MIDDLE EAST & AFRICA
8,759
MDT
11,899
Model
HDT
1,122
ASIA & PACIFIC
3,886
E. EUROPE
1,009
C & LATIN AMERICA
1,930
LARGE BUS
952
MEDIUM BUS
1,611
HMC Publishes Special-purpose CV Catalog and Specification Book
Hyundai Wins Order for 203 County Coaches from Syrian Government
The HMC CV Division beat out MMC, Toyota, Nissan and other
competitors to win an order for 203 County coaches from the Syrian
GFTO (General Foreign Trading Organization), the public procurement
arm of the Syrian government. The buses, slated for shipment in
September, will be allocated to government agencies.
HMC Contracted to Supply 175 Super A/City to Emirates Transport
HMC has been chosen to supply 175 Super A/City buses to Emirates
Transport in U.A.E, a government-owned corporation under the auspices
of the Transport Ministry of the United Arab Emirates. The order brings
the total number of buses sold to the government-owned corporation to
638 units since the first order in 2007. HMC shipped 163 units in 2007
and 300 in 2008. The ordered vehicles will be used as school buses.
Emirates Transport manages a fleet of 3,000 school buses. Hyundai
buses account for 21 percent of them, with the share expected to keep
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HYUNDAI Newsletter
growing in the years to come.
The impressive sales record, achieved in a short span of three years, is
attributed to the high-quality image of Hyundai buses and the highpower marketing campaigns of Juma Almajid Est, HMC’s local
distributor. The feat also represents a successful case of fleet marketing
which takes advantage of the promotional effects of the increasingly
large number of Hyundai buses on the streets as the basis for winning
repeat orders from large-fleet customers.
The HMC CV Division issued three product information booklets in the second half of 2009 – a catalog
and specification book for special-purpose CVs as well as a specification book for CVs in general.
The special-purpose CV catalog features 137 models in the categories of 2-ton or
heavier-duty trucks and mid- and large-size buses. It offers a rundown of the major
features and general specifications of the models as well as special optional equipment
available for them.
The special-purpose CV specification book provides detailed information
about the specifications of special-purpose CV models in production. The use
of photos and drawings and comparative information about related models
make for an easier grasp of the use and distinctive features of each model.
The CV specification book adds to the previous edition information about newly
released models and the expanded axle capacities of large-size trucks.
HYUNDAI Newsletter | 07
Global News
Global News
Unique Selling Points of HD 65/72 and County Coach
In recent performance comparison tests, Hyundai’s HD65/72 and County coaches beat their Japanese competition hands down, once again
proving their unmatched quality and value for consumers. The tests, organized by HMC, were conducted in May and August in Saudi Arabia.
The May test, which pitted the HD 65/72 against two Japanese competitors in seven performance categories, gave the Hyundai truck a
decisive edge in power, braking and ease of driving, while rating it as moderately better or on par in other categories. In the August test,
which measured performance in five main categories and 11 subcategories, the County came out far ahead of its Japanese counterpart in
power and ease of driving while moderately better or equal in other categories such as fuel economy, noise and riding comfort.
HD65/72
Items
Engine
Maximum Speed (kph)
Model (ps/kgm)
5th Shift
0 80kph
5th, 50 80kph
4th, 40 70kph
Departure
Overtaking
HD65
D4D (120/30)
139
33.4
25.3
18
“I”maker - “N”model
“4”series (120/29)
125
34.7
27.4
18.4
“M”maker - “F”model
“4D”series (120/30)
118
34.4
26.3
18.3
Note) All test vehicles are loaded with the same numbers of bricks. (4 ton)
Excellent braking performance
Stable braking performance with larger brake lining
Braking
Performance
(Service Brake)
Type
Size
40 0kph
Stopping distance (m)
“I”maker
“N”model
VAH (Drum)
307x75x9.6
0.6g
10.49
Model (ps/kgm)
0 80kph
5th, 50 80kph
County
D4DC (120/30)
46
32
“M”maker - “R”brand
“4D”series (125/30)
60
39
“T”maker - “C”brand
“14” series (100/25)
53
38
Note) All test vehicles are loaded with the same numbers of cement bags. (1 ton)
1) Visibility
(mm)
W/Shield glass
Wiper arm length
O/S/R/V mirror
County
1,930x870
550
190X300
“R”brand
1,900X850
525/550
170X300
“C”brand
1,895X855
525
145X235
County
6,260 (base)
1,910 (base)
1,860 (base)
“R”brand
6,225 (-35)
1,845 (-65)
1,860 (0)
“C”brand
6,230 (-30)
1,900 (-10)
1,830 (-30)
County
660x1,740
320 (base)
670 (base)
“R”brand
650x1,780
365 (+45)
685 (+15)
“C”brand
660x1,685
375 (+55)
675 (+5)
County
650x950
“R”brand
540x610
“C”brand
650x555
“M”maker
“F”model
VAH (Drum)
320x75x10
0.6g
10.49
Interior (mm)
Length
Width
Height
HD65
D4DC
218.4
35.068
6.22 (Basis)
100,000 Km
16,077 (Basis)
4,019 (Basis)
1,071 (Basis)
“I”maker
“N”model
223.3
41.601
5.25 (-15.6%)
100,000 Km
19,048 (+2,911)
4,762 (+743)
1,269 (+198)
“M”maker
“F”model
217.5
38.418
5.68 (-9%)
100,000 Km
17,606 (+1,529)
4,401 (+382)
1,173 (+102)
Remarks
0.25 SR / L
3.75 SR / US$
Test method demonstration & test drive
To get sales & marketing managers to conceive to the powerful performance of Mighty by comparing with competitors; models
To take off wrong prejudice that Mighty lacks of loading capacity compared to Japanese makers’ models
Departure Acceleration
Items
Engine
Departure
Acceleration
(sec)
Overtaking
2) Roomy Space
HD65
D4DC
VAH (Drum)
320x85x10
0.63g
9.99
Fuel efficiency superior to that of “I”maker by 15%
Mighty saves fuel worth of $1,000 for 5 years in relation to those of “I”maker
Data are based on test results evaluated in Saudi Arabia in May. 2008
Driving mileage (Km, Odometer)
Amount of fuel (L)
Fuel Efficiency (km/ )
Driving mileage / 1 year
Amount of Fuel Consumption (L)
Fuel Cost
(SR)
Cost
(US$)
Superior power performance
Travel quickly and comfortably, Optimal for trip
Convenience
Designed to maximize driver’s and passengers’ comfort
Superior power performance
Moves faster, optimal for quick delivery
Acceleration
(sec)
County
Long uphill driving
All participants were astonished and satisfied with
powerful performance and competitiveness of Mighty.
3) Entry & Exit
(mm)
Size (WxH)
1st step ( )
Floor ( )
4) Maintenance
– large engine
inspection cover
They showed strong confidence in sales of Mighty.
The prejudice of the Japanese models have superiority
against Mighty without aim can be thrown away.
Width
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HYUNDAI Newsletter
(mm)
) x Length
HYUNDAI Newsletter | 09
Global News
Global News
Sales Manager Lee Shares Tips for Success in Selling Buses
Featured in this article is Mr. Y.K. Lee, manager of domestic sales of the HMC CV Division, who has ranked high in bus sales each year
since he transferred to commercial vehicle marketing in 2007. His marketing career blasted off like a rocket when he sold 250
commercial vehicles during his first 12 months as a sales rep, making him the most successful case of a job transfer within the HMC
CV Division.
frequently when it comes to building a personal bond with him or her. To
be sure, my professional goal was selling buses. But I tried to take the
to the company at every level. I tried to be courteous and respectful to
the company staff and took the initiative to greet everyone I came
My mantra in marketing is “Never blame others for anything.” This
across, from rank-and-file staff to executives, in the most polite manner I
applies even when the customer is at fault. Even in such situations, I
could manage. My sincerity finally began to crack their cold attitude
turn the blame on myself and look for things that I could have done to
toward my company. People there started to open their minds to me and
make the things turn out differently. I trust that such sincerity and
show interest in our products.
willingness to go the extra mile to please the customer will eventually
pay off. Along those lines, I hold the following statements as key
relationship with my customers beyond that, by becoming someone who
is useful to them in many other ways. I wanted to convince my
customers that I can be their useful partner in their own work and that
such partnerships can create a win-win situation for them and for me.
Toward that end, I tried hard to be someone who is dependable,
trustworthy and as good as his word. In so doing, I wanted them to look
at me and evaluate me for who I am.
I seized on that shift in attitude as the basis for building more intimate
fleet maintenance staff who had a big say in the choice of models to be
purchased. In parallel with this, I kept studying the company. I
acquainted myself with its financial status and details of the
competitor’s buses in the fleet. All of this was part of the groundwork I
Timing
because you have failed to go the extra mile to satisfy your customer’s
In December 2007, the first opportunity came along. The company asked
needs, and that’s your fault. So, when I get rejected by a customer, I
me if Hyundai could supply five buses in one month to replace five old
berate myself for it and push myself to do a better job of attending to my
buses in the fleet that had to be scrapped. Under normal circumstances,
customers’ needs.
the order would have been impossible to fill because the usual lead time
for bus shipment is three months. But it was an opportunity that could
Now let us find out the secret of Mr. Lee’s success, in his own words.
Marketing Strategies
I was 47 years old when I was transferred to my current position. Most
people get into CV marketing at a much younger age. I worked two or
three times harder than those younger sales reps to offset any age
difference disadvantages. Most sales rep visit five to six customers a
day. I doubled that number.
Another thing that I keep emphasizing to myself is that I, as a sales
not be missed because it would allow us to get a foot in the door with
associate, am the face of Hyundai Motors. When people look at me,
the company. In the end, we were able to deliver the order by taking the
they see my company in the way I deal with them. That gives me a
three buses from another order.
trouble shooter for them so that I will be the first person they will turn to
for help when they run into problems.
A similar situation surfaced in March. I learned that six buses in their
fleet were set to be scrapped, but they were considering putting off a
replacement order for financial reasons. I carefully went over their
financial situation and decided that the chances were greater for them
A Case Study
Building Personal Bonds with Staff of Customer Company
to go ahead with the order, with a short lead time again. Based on that
At one point in 2007, my first year in CV marketing, I targeted a city bus
right on target, and we got their order because we were the only
company in Seoul, which had a fleet of 205 buses in operation. Until
manufacturer able to fill the rush order.
estimate, I got production started for the six buses. My estimate was
then, the bus company had procured their buses only from a competitor
hopeless case.
These initial successes paved the way for winning orders for 70 buses in
2008. This year, I am aiming to supply 48 buses to them, and my goal for
next year is 42 buses. Today, Hyundai buses account for 82 percent of
I see intimacy as the most important factor in winning over customers.
And there is nothing like coming face-to-face with your customer
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HYUNDAI Newsletter
I started my approach to the company by making frequent visits, two or
three times a week on average, for three months, to make myself known
- The best way to get ahead in marketing is by being more
diligent than others.
- Marketing is a battle against yourself. You have to win it to
win over customers.
- Don’t be self-conscious about what others think of you. Just
try to be good at what you do.
- Try to be someone others can trust and have faith in.
- Always be on the lookout for opportunities to make yourself
- Study competitors’ products and explain to your customer
what makes your products superior to theirs.
- Find out about your customer’s needs in advance and think
ahead about how you can satisfy them.
- Think of your marketing job as an enjoyable and worthwhile
part of your life.
- Be prepared to give to others first. It’s a surefire way of
opening their hearts to you.
- Visit your customer frequently to find out about any
manufacturer, with no single Hyundai bus in the fleet. So, before I
decided to take on that company, it had been practically written off as a
- Guard against complacency and always look for the extra
useful to your customers.
sense of pride as well as of responsibility, which I try to bring to bear on
every encounter I get into with my customers. I try to be the frontline
My Marketing Motto
mile that you could have gone for your customer.
I have always told myself that I only have myself to blame for any
Mr. Lee joined HMC in 1988, and prior to his current position, he worked in
product design at the Ulsan Plant and in industrial engine marketing and
special-purpose vehicle production management at headquarters. In March,
2007, Mr. Lee was transferred into CV domestic sales division and assigned
to a local office in the southern part of Seoul to be responsible for bus sales.
At present, he is managing 60 customers: 10 city bus companies, 35 town
bus firms and 15 tourist outlets.
elements of my working philosophy.
connections with people in charge of procuring buses as well as the
carefully planned and laid for possible sales opportunities in the future.
rejections I get from customers. Sometimes, such rejections occur
Going the Extra Mile for Customers
the 158 buses in the company’s fleet. That is quite a feat considering
potential problems and act promptly to take steps to prevent
them.
- Try to differentiate yourself from other sales people by being
innovative and unique.
that in 2007 our share was zero.
HYUNDAI Newsletter | 11
Special- Purpose Vehicles
Before Service
HD65 Aerial Working Truck
Before Service for Hyundai in the World
activates the PTO mounted on the transmission, which supplies power to
the gear pumps. The hydraulic pressure transmitted from the gear pumps
is used to move the attached equipment, extending the crane boom,
rotating the boom turn table or operating the outriggers.
While the superior quality of HMC’s commercial vehicles is well
established worldwide, it requires adequate maintenance on the
customer’s side to preserve the vehicle’s original quality and
performance. This requirement is more emphasized for commercial
vehicles than passenger cars because of the strains coming from
long hours on the road.
Line Up & Special Features
The HD 65 aerial working truck, built on the HD 65 truck chassis, is
capable of reaching up to 12 meters high and comes in both insulated
and non-insulated models.
The insulated aerial working model incorporates many innovative
features. First off, its 3-stage boom and bucket-style work platform are
made of fiber reinforced plastic for enhanced durability. In addition, the
Introduction
As a solution to the requirement, HMC has introduced the concept
of “Before Service”, which is designed to prevent breakdowns by
proactive maintenance. Under the Before Service program, HMC
technicians visit customers to check their vehicles on site and
conduct preventive maintenance work on anticipated problems. By
boosting customer satisfaction, such active service leads to
increased customer loyalty and a greater likelihood of repeat orders
from existing customers.
costs. These benefits translate into an increase in the overall
economic value of the vehicles, the most important point of
consideration in the purchase of commercial vehicles.
This year, HMC has provided Before Service on 18 occasions
including the South African Confederation Cup. In a related program,
HMC distributors are running service clinics in conjunction with
HMC to extend Before Service to major loyal customers.
boom arm connecting the tip of the boom and the bucket is capable of
An aerial working truck is a special-purpose vehicle featuring a crane
swinging 125 degrees to the left and right for greater efficiency in
mounted on a truck chassis. The boom of the crane is fitted with a
working on electricity poles. Another attractive feature is that the
bucket-style work platform so that workers can be lifted up in it to
worker inside the bucket can maneuver the bucket around within the
perform various jobs high above the ground.
safe work range by using the control switch inside the bucket.
Aerial working trucks are categorized as insulated, designed for
electrical jobs such as repairing electric lines or transformers. and noninsulated, for other aerial jobs such as doing maintenance work on a
Targeted Customers
Major customers for the insulated aerial working
Before Service, currently offered to major customers worldwide in
collaboration with regional HMC distributors, is well received by
them. They appreciate that Before Service is keeping the downtime
of their vehicles very low, while bringing them big savings in repair
Country
Customer Name
Model
Services Provided
Saudi Arabia
Ismael Abu Ali
HD65/72
Consumable Part Support
UAE
Emirate Transport
Super A/City
PDI Support / Urgent Part Support
Yemen
Raha Transportation
Universe
South Africa
Springbok Atlas
Universe
Indonesia
H. Sahar Latanindo / PT. Latanindo
JTT / Mandira
HD72
Philippine
Victory Liner / Five Star Company
Isalog Line / Cagsawa
Universe
References
truck are mainly electricity installation
building or pruning roadside tree branches.
and repair outlets, while the
Major components of an aerial working truck include a crane boom that
transports workers to a desired height, a pair of front and rear outriggers
that stabilize the vehicle when the boom is extended, a bucket that
serves as a work platform and a work range control system that limits
non-insulated aerial truck is
Quality Investigation
Driver’s Training
seeing demand from building
maintenance and
repair firms.
work area to prevent rollover of the truck.
Quality Investigation
Driver’s Training
A push of the power take-off (PTO) button inside the cab of the truck
Specifications
HD 65
MODEL
Dimension
W/Base
Engine
Chassis
Height
Radius
Weight
Working
BOOM
U/BODY
Material
Size
Bucket
Angle
Outrigger
Winch
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HYUNDAI Newsletter
Consumable Part Support
Preventive Maintenance
Insulated model
5700 x 2100 x 3500
2750/Short
D4AF, D4AL, D2DC, D4DB, D4DD
11.6M
7M
100KG
Consecutively turn 360°
FRP
710 x 710 x 1,000
90°
Automatic (to the left and right)
Front 2 / Rear 2
--
Non-insulated model
6465 x 2030 x 3118
3375/Long
D4AF, D4AL, D2DC, D4DB, D4DD
11.6M
8M
200KG
Clockwise 180° & Counter clockwise -180°
FRP
1,000 x 645 x 1,000
90°
Manual (to the left and right)
Front 2 / Rear 2
300KG (OPT.)
Viet Nam
Turkmenistan
Consumable Part Support
Preventive Maintenance
Readycon / DMCI
Heavy Duty Truck
Xuan Truong / Nam Han
Heavy Duty Truck
Mailinh Trading co
Universe
Consumable Part Support
Preventive Maintenance
Ministry of Transport
Super A/City
PDI Support / Urgent Part Support
HMC plans to continue to expand Before Service globally as a key
element of its customer support program. The economic value added
to HMC vehicles by the program is expected to boost sales in the
second half of this year as the world economy begins to emerge
from its doldrums.
HYUNDAI Newsletter | 13
Global Family
Hyundai Vehiculos Comerciales Chile S.A. (HVCC S.A.)
HVCC has invested more than US$10 million
in infrastructure and equipment at its
headquarters and branches to support the
operations. More than 15.000 square meters
is now exclusively dedicated to Hyundai trucks
and buses. This complements the investment
spent on developing the dealer network.
Staffing at the dealer level currently totals
more than 60 employees who are directly
working with the Hyundai brand.
Vice Chairman Eduardo Avayú G
History of HVCC S.A.
HVCC, a unit of Indumotora Holding, is backed
by more than fifty years of experience of its
parent in the automotive products and
services business. With a staff of over 1000,
its business footprint extends beyond Chile to
include Peru, Ecuador and Argentina. Today,
Indumotora is one of largest, best known and
most prestigious companies of its kind in the
Latin American market.
HVCC started its operations at the beginning
of 2007, as the official distributor of Hyundai
heavy-duty trucks and Universe buses. Since
Januaury 2008, the company expanded its
portfolio to include the full line-up of Hyundai
medium-duty trucks and County buses.
The HVCC team has expanding in step with
the rising popularity of Hyundai commercial
vehicles in the Chilean market and today is
staffed by 32 dedicated professionals.
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HYUNDAI Newsletter
Network Information
Constantly growing, the HVCC network
extends across Chile, with a presence in the
main 15 cities providing national coverage
that exceeds 90 percent. This network
provides sales assistance and speedy aftersales support with excellence and courtesy
every step of the way.
Complementary to the distribution network,
HVCC has started the operation of two mobile
workshops in order to bring after sales-service
to those special customers who require onsite support as in the case of the mining,
construction and forestry industries.
Growing Market Share
Chile is one of the toughest commercial
vehicle markets in the world, where more than
30 brands are locked into fierce competition.
HVCC accepted the challenge of repositioning
Hyundai trucks and buses as a strong
contender. With the goal of achieving high
customer satisfaction and strong brand
loyalty, a master business plan was drawn up.
Priority was placed on delivering excellent
after-sales service and growing the sales
volume.
The plan was implemented with smooth
success: Total market share increased from
3.5% in December 2006, to 6.3% in July 2009.
More remarkably, this year HVCC has
positioned itself as the leader in the mid-size
truck segment with the HD65 and HD78,
attaining a 25 percent market share in this
segment, far ahead of its closest competitor.
Also notable during 2009 HVCC has faced a
depressed local market which has seen sales
shrink by more than 50 percent compared to
the total units sold in 2008. In this adverse
situation, HVCC has surpassed brands with
long histories and higher positioning, thanks
to excellent teamwork and support of the
Hyundai parent company in Seoul and the
regional headquarters.
Marketing
A key part of the investment has been
allocated for marketing activities, at a rate
which was double the industry average in
2007 and 2008. The focus of the activity has
been concentrated in the introduction of the
heavy-duty truck models, where Hyundai has
had to face famous brands with over 30 years
of business in Chile.
One of the most important marketing activities
has been the test truck evaluation program.
This program gives customers the chance to
evaluate firsthand the performance of Hyundai
products using them for extended test drives.
products and also with the establishment of a direct link with
prospective customers.
Additionally, HVCC has invested into mass media advertising, including
television, radio, newspapers, specialized magazines and billboards,
among others.
Key strategy for 2010 – 2011
Mission Statement:
Hyundai Vehículos Comerciales Chile S.A. is a truck and bus distributor
specializing in developing strategies which deliver added value solutions
to customers, with the objective of reaching the highest customer loyalty
rate in Chilean industry.
Strategic Objective:
To be a Key Player in the Truck and Bus Industry
To consolidate and improve the current market position, achieving 8
percent market share and positioning Hyundai within the Top 5 brands of
this very competitive industry.
Tactic actions:
Expand product line up: To cover new industry segments introducing
HD120 and HD170 light-duty trucks into our market. And enhancing the
product competitiveness of heavy duty trucks.
Consolidate our distribution network throughout Chile assuring proper
country coverage, which today reaches 90% of the country.
To continue with an aggressive marketing plan, including massive
advertising activities, as well as tailored and focused selective
programs.
Increasing direct financing activities, implementing innovative credit and
leasing products.
Increase activities in the after-sales area, improving spare parts and
service performance through additional investment and dedicated
training programs.
Customer Management programs to enhance relationship and brand
value, and to increase Customer Satisfaction Index (C.S.I)
In order to achieve greater brand awareness,
HVCC has developed a brand exposure
program through the leading truck and motor
shows which are held around the country.
This has helped with the introduction of new
HYUNDAI Newsletter | 15