Europe-wide transformation of the digital customer lifecycle based on Adobe

IBM iX helps Hyundai digitise the entire customer lifecycle. With a unified pan-European digital experience platform for marketing, sales, and loyalty based on Adobe Experience Cloud, the Korean carmaker is now perfectly positioned for the transformation of the automotive industry.


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​​Hyundai is one of the world's largest car manufacturers and an absolute pioneer in the field of alternative drive systems. From the first contact with the brand to personalised offers for drivers, the digital channels are to make a significant contribution to meeting the innovative brand positioning and increasing customer expectations.

In a partnership between Hyundai and IBM iX, a completely new digital ecosystem was created for the European market that digitally maps the entire customer journey. This new ecosystem includes a website for marketing and sales, a car configurator optimised for mobile devices, a new myHyundai customer portal as a website and app, and connectivity to dealers and online sales. A new video chat function also enables customers to get in touch with Hyundai dealers in real time.

Technically, the development is based on the Adobe Experience Cloud, primarily the Adobe Experience Manager (AEM). This smart CMS keeps the content creation effort low and enables data-driven, personalised experiences that integrate seamlessly with Hyundai’s systems.

The agile collaboration is characterised by great trust, close coordination, and ongoing co-creation. IBM iX provides an interdisciplinary team – from digital strategy to creation and design to technical implementation – that works closely with Hyundai Motor Europe's Digital Platform team, as well as Hyundai AutoEver Europe’s internal IT and country organisations in Europe.


  • Digital Strategy
  • Business Design
  • User Experience
  • UI Design
  • Branding
  • Agile
  • Backend
  • Frontend
  • App Development
  • Content Creation
  • DevOps Support
  • SEO

Technical Platforms & Partners

  • Adobe Experience Manager
  • React
  • Adobe Dynamic Media
  • CRM Systeme
  • React Native

Hyundai and IBM iX accelerate towards digital transformation

Previously, Hyundai did not have a unified digital platform in Europe. The challenge was to create a consistent brand experience while meeting the different requirements of the markets. For customers, the aim is to create a seamless experience across all devices and all digital touchpoints. For the markets, the high administration effort caused by the previous systems and diverse technologies should be reduced.

But the new web presence is just one building block. Just like the myHyundai customer portal, it will be integrated and orchestrated as part of the overall digital ecosystem. With dialogue options and functions such as the car configurator, it is intended to increase sales and become the central point of contact throughout the entire customer journey.

Adobe Experience Manager as a new cockpit for the digital customer experience

Integrating digital touchpoints is key for a seamless customer experience. IBM iX analysed the requirements in detail and created the technological basis with Adobe Experience Manager (AEM).

AEM is perfect for implementing large, international projects. Whether content management, digital asset management or social collaboration - each country organisation can address its customers personally and contextually across all marketing channels. But it’s not just technology that's important for a consistent customer experience: it's also a scalable design approach. That's why our contemporary digital design is flexible and can be easily applied to new features and touchpoints.

By using analytics tools, measures can be reviewed and optimised at any time.

Consistent yet individual: on the fast lane with one central platform

Customers across Europe are now interacting with the Hyundai brand through consistent digital touchpoints – IBM iX created a state-of-the-art digital platform for marketing and sales for this purpose. The focus was on user-centric design and a mobile-first approach to increase engagement.

For Hyundai, the unification of the digital ecosystem also eliminates friction between different technical systems. For example, the car manufacturer can better keep track of its customers’ data. And the users? They seem to like it: the time spent on the website has increased by 50%, use of the car configurator by 45% and requests for test drives by more than 60%.

Hyundai is now among the leaders of the digital transformation race.

more requests for test drives
more time spent on website
more use of the car configurator

With our flexible mobile-first web architecture, we have created the technical prerequisite for sustainable digital customer experiences for the Hyundai brand. From media and marketing automation to online sales, we have many variable modules at our disposal at different touchpoints in the respective markets.

Andreas-Christoph Hofmann

Vice President Marketing & Product Hyundai Motor Europe

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