New Hyundai Rewards Program Incentivizes Ownership, Provides New-Car Discounts

Hyundai is leveraging corporate buzzwords with its new Hyundai Rewards program, which gamifies ownership and encourages owners to “engage with the brand.” Available to new buyers and current owners, the three-tiered program nets customers discounts on new vehicles and Hyundai’s Bluelink connected-services subscriptions.

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What’s Better Than Gold?

Hyundai Rewards is free to join, and owners can sign up through their MyHyundai account. From lowest to highest, the three tiers are Silver, Gold and Blue; members qualify for better discounts at higher tiers.

• Silver: $250 off the purchase of a Hyundai electric vehicle, 50% off Bluelink Connected Care and Remote Packages (Connected Care includes collision notification, maintenance alerts and service scheduling. The Remote Package allows owners to remotely start their vehicle, adjust climate control, and lock and unlock the doors through the MyHyundai smartphone app, as well as track their vehicle if it is stolen.)
• Gold: $300 off an EV, $250 off an internal-combustion-engine vehicle, 50% off Bluelink
• Blue: $400 off an EV, $300 off an ICE vehicle, 60% off Bluelink

Depending on the level of demand for a vehicle, those are discounts a buyer might be able to easily negotiate on a new-car purchase even without any status in the Hyundai Rewards program. There is, however, no easy way to negotiate discounts on connected-services bundles.

Paths to Advancement, But at What Benefit?

Hyundai Rewards members advance through the tiers by having scheduled maintenance performed, bringing their vehicle in for a recall, and signing up and maintaining the very subscription services the Rewards program gives discounts on. Purchasing or leasing a new Hyundai automatically moves members to the next-highest tier. In fact, the way the credits are awarded, buying or leasing a new vehicle is the only way members are likely to advance from Gold to Blue, unless they are getting many services and recall repairs performed in a year.

That’s because members need to accumulate 100 credits in a calendar year to advance from Silver to Gold and 200 to climb from Gold to Blue. Scheduled maintenance for a gas-powered car nets owners 20 credits, recalls earn 15 and activating Digital Key (which allows you to use your phone as a key fob with additional functionality) is good for 10. Individual Bluelink services are 1 or 3 credits apiece; members who subscribe to all of them earn 6 credits per month.

So, even if an owner maxes out their subscriptions (72 credits in a year), has two scheduled services (40 total) and a recall (15), and enrolls in Digital Key (10) and Hyundai Rewards (10), they’ll earn 147 credits in a year. With the connected-services packages each priced at $9.90 per month or $99 per year, Hyundai Rewards members will need to spend a lot of money to save a little.

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