Hyundai’s Second Customer Experience Center in Japan:
Just a 10-minute walk from Osaka’s famous Dotonbori, you’ll find Hyundai Motor Japan’s Customer Experience Center (CXC), situated on land previously used as a gas station by Idemitsu Kosan, Japan’s second-largest oil company. This represents a piece of the gradual transition to electrification in Japan, which is slower compared to other advanced automotive nations.
The Osaka CXC showcases Hyundai’s electric vehicle models available in Japan and provides a base for customers in the Kansai region to receive simple maintenance. Located in a prime spot with heavy foot traffic, this location was earmarked early in Hyundai’s re-entry into Japan. An Ioniq 5 ready for delivery was on display, with the delivery area designed to function as a showroom.
Hyundai’s second CXC in Osaka showcases electric vehicles, including the Ioniq 5. (Korean Automobile Reporters Association)
Hyundai withdrew from Japan in the past but re-entered the market in 2022 with a focus on electric vehicles. Unlike its first CXC in Yokohama, located away from the city center, the Osaka center is nestled in a bustling downtown area frequented by both young locals and tourists.
Kot gawa Junichi, Senior Manager of Hyundai Osaka CXC, noted, “The Osaka region historically has been a busy commercial area, leading to a customer base sensitive to pricing and promotions. Despite the lack of electric vehicle subsidies, we’ve sold around 100 units since opening in May.”
Hyundai Mobility Japan’s Osaka CXC exterior. (Korean Automobile Reporters Association)
According to the Japan Imported Car Association, Hyundai sold 759 units locally from January to September this year, surpassing last year’s 618 units but still fewer compared to major markets. In contrast, Chinese automaker BYD, which began its operations in Japan around the same time, sold 2,977 units by leveraging local partnerships and an aggressive expansion strategy.
Japan’s preference for domestic brands and hybrid engines presents a challenge for foreign automakers like Hyundai, which currently promotes only electric vehicles and focuses on online sales strategies.
An Ioniq 5 awaiting delivery at the Osaka CXC, noticeable from the outside due to bright interior lighting. (Korean Automobile Reporters Association)
The CXC serves to enhance customers’ electric vehicle experiences, complementing online interactions. New showroom spaces have also been opened in Sendai (June) and Fukuoka (July), with plans for additional facilities in the Tokyo area by year’s end. In August, Hyundai launched the ‘Hyundai Motor Club Japan’, its first official overseas brand fan club, to expand its local presence.
Amid challenging conditions, the compact electric SUV ‘Inster’ is performing well. Similar in size to the electric version of the compact SUV Casper, the Inster started selling this year, capitalizing on Japan’s preference for compact cars. Senior Manager Kot gawa explained, “Many customers compare the Inster to Nissan’s Sakura electric car, opting for the Inster since it is larger and has over twice the range.”
Kot gawa Junichi, Senior Manager at Hyundai Osaka CXC, responding to questions from the Korean press. (Korean Automobile Reporters Association)