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Driving lessons from Korea
It’s all about after-sales: What Hyundai can teach Chinese newcomers to the South African car market
03 July 2025 - 05:00
If Chinese newcomers to the South African car market want to overcome consumer doubts, they could use Hyundai as a template.
When the Korean brand arrived here in the mid-1990s — imported from a tax-dodge Botswana assembly plant — few consumers were prepared to put money into what they saw as a cheap-and-nasty newcomer. Korean cars were untried and untrusted...
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