Automotive
Hyundai Motor Company Australia
Unified digital strategy and martech transformation
About the client
Hyundai Motor Company Australia is the local arm of one of the world's largest automotive manufacturers. As one of Australia's top-selling car brands, Hyundai operates a complex digital ecosystem spanning owned channels, dealer networks, and a global technology infrastructure – requiring any major digital or martech initiative to be coordinated across local, regional, and global stakeholders.
The challenge
Hyundai needed a unified digital strategy that could span the full car buying and ownership lifecycle – from awareness through to repurchase – and a marketing technology stack capable of delivering personalised, relevant experiences at scale. The challenge was compounded by the complexity of coordinating local strategy with a global technology governance framework, and ensuring any recommended architecture could be operationalised by the Australian team.
Our approach
Zuni began by building a single, end-to-end customer experience map covering the entire car buying and ownership journey – from the first spark of consideration through to repurchase and advocacy. This map was overlaid with all existing data sources and systems, making the gaps and inefficiencies in Hyundai's current martech landscape visible.
Working closely with the Marketing Director, CX Manager, IT Director, and the South Korean global team, Zuni developed a detailed business case for a new martech architecture. This included an audience segmentation model, a personalisation roadmap, and a clear path to implementation that worked within Hyundai's global technology agreements.
The outcome
Hyundai subsequently launched on the Adobe platform under global licensing agreements – with Zuni's strategic work providing the business case and implementation roadmap that made the investment defensible and the programme achievable. The segmentation and personalisation framework gave Hyundai's marketing team a practical tool for delivering more relevant customer experiences across the lifecycle.
Services involved