Ioniq 5 Owner's Complaint Goes Viral; PR Practitioner Offers Insights

A viral complaint from Indonesian influencer Aa Juju has put Hyundai's Ioniq 5 electric vehicle and its customer service under scrutiny. The influencer, whose real name is Julian Adityo Suwardi, expressed disappointment with his vehicle, citing problems with its parallel parking capabilities, despite assurances from sales staff prior to his purchase.

In a widely viewed social media video, Aa Juju detailed his struggles, stating he had informed the salesperson about his need for parallel parking functionality. He claims he was assured the Ioniq 5 could handle it, but upon using the car, he encountered significant difficulties. The situation escalated when Aa Juju voiced his complaints directly to the dealer in South Jakarta, with particular criticism directed at a supervisor named Widay Markus, who was perceived as defensive and unresponsive.

Bima Marzuki, a public relations practitioner and Hyundai user himself, commented on the incident, suggesting it serves as a crucial lesson for automotive companies. He emphasized the importance of thorough product knowledge for sales representatives, effective communication, and robust after-sales support.

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First, if we look at this case, it's because the complaint was not channeled properly due to a lack of in-depth product knowledge from the sales staff, which ultimately disappointed the customer.

Marzuki believes that customer complaints can escalate when they are not properly channeled through official avenues. "First, if we look at this case, it's because the complaint was not channeled properly due to a lack of in-depth product knowledge from the sales staff, which ultimately disappointed the customer," he told Republika.co.id.

He further stressed that the rapid advancement of vehicle technology in recent years makes comprehensive sales training essential. Salespeople are the primary point of contact, directly understanding consumer needs and explaining product capabilities. Marzuki noted that information provided by sales staff often resonates more strongly with consumers than printed brochures, as many buyers do not meticulously read technical details. He advised against over-promising during the sales process, urging salespeople to fully understand vehicle limitations to manage consumer expectations effectively.

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Consumers will mostly remember what the salesperson said, what they promised.