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The time we spend travelling can feel most wasted. But Style Set Free, Hyundai’s customer experience vision for electric vehicles, aims to unlock the hour a day the average person spends travelling so that we can make every minute of the remaining 23 hours during the day count. “Until now, automobiles have been a vehicle for physically moving customers from A to B,” explains Wonhong Cho, Hyundai’s global chief marketing officer. “Automakers have been contemplating and concentrating on how they can help their customers to use that hour in a car more comfortably and smartly.” That’s what’s will make the IONIQ lineup of dedicated electric vehicles, which Hyundai announced in July 2020 would be launched in upcoming years, so distinguished, and allows them to re-envisage customer experience of electric vehicles. It’s the future of mobility. However, Hyundai isn’t just stopping there.
In their vision of the future, Hyundai customers will be able to reconfigure the interior cabin of their vehicle depending on their tastes and lifestyle, making the most of the space they use – a benefit of the flat floor that makes the interior more spacious and the vast capacity of the power supply to plug in everyday appliances while within the vehicle.The vision is one of convenience. Forgot to set your daughter’s tablet PC to charge at home? Simply plug it in to the in-vehicle power socket and it’ll be charged when she’s picked up at school. Visiting your son’s football practice on a sweltering hot day? The customisable interior modules and power supply of the car means you can fill a fridge full of cold drinks inside. Working as a travelling salesman, for whom first appearances make all the difference? Plug in a shoe butler to make sure you’re always presentable. A giant ceiling-based multimedia screen can turn your car into a home cinema for passengers, with the screen able to split into two – stopping any backseat arguments over what to watch. And customers needn’t worry about keeping things clean: when you leave the car, UV lighting on the ceiling sterilises the space while a floor-based robot sweeps the breadth of the car for dust.
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It’s all part of a broader shift by the company away from utilitarian items to experiences that improve our lives and lifestyles. “When you buy a smartphone, you’re not expecting to use it for only making phone calls,” says Cho. “You’re looking for an application, cloud and payment service from the smartphone. In the future, it’ll become more important for many car buyers to know what kind of service is provided.” Under the Style Set Free vision, they’ll not simply use their car to get from one place to another, but instead will see vehicles as another family hub, just like a home living room or kitchen – or even as a home office, camping location or any other room. It’s a way for people to move – and to live – more smartly.
As the car becomes a key part of our future lives, it’s more important than ever that our vehicles know who we are and how we live. We create more data than ever on a daily basis, and the Style Set Free vision makes best use of that data. “The car will capture and understand customers’ digital interests, then bring them to the actual location in reality,” says Cho. Clicked like on a particular beauty spot on social media? Within the Hyundai’s Style Set Free vision, your navigation system will let you know when you’re nearby, so you can stop by. Reviews of locations could create a list of recommended destinations for customers, providing passengers and drivers with what Cho calls “a new personalised mobility experience”.
Hyundai wants to make the link between the in-car experience and the world outside more seamless. It’s all about unlocking time: working with external partners, the company is looking to expand the Style Set Free vision to take in more examples that could save time and make life better.
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It’s all part of the vision of the future where the car is more than simply a mode of transport, but is instead a touchstone that keeps families connected and customers happy as they better use the precious time we have. “It’s more than simply making customers’ in-vehicle experience convenient,” says Cho. “It’s about making our customers’ lives more valuable.”
Learn more about Hyundai’s ‘Style Set Free’ vision for electric vehicles here
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