Hyundai’s new loyalty program rewards routine, not big-ticket spending

Hyundai’s new owner rewards program is officially live, and while it’s not a glitzy launch, it’s the kind of smart, no-frills move that could pay dividends in service retention and brand repeat.

What we know: The program is called Hyundai Rewards, and it’s free to join through MyHyundai, and the terms are pretty straightforward. Because it’s built around three tiers—Silver, Gold, and Blue—and rewards customers for behaviors already embedded in ownership.

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“We wanted to create a program that felt interactive and made owning a Hyundai feel more rewarding,” Michel Poirier, vice president of aftersales and customer experience with Hyundai Motor America, said.

Here’s how it works: Every customer starts at Silver and moves up by completing qualifying activities within a calendar year.

Like completing scheduled maintenance
Signing up for Bluelink, Hyundai’s connected services platform (remote start, lock/unlock, diagnostics, etc.)
Taking care of recall or service campaign work
Or purchasing or leasing a new or certified Hyundai

Each action earns "credit," though Hyundai doesn’t disclose how many are needed to level up tiers. Buying or leasing a Hyundai (new or CPO) is the only automatic tier bump.

The rewards in question:

Up to $400 off EV purchases (Silver: $250, Gold: $300, Blue: $400)
Up to 60% off Bluelink Connected Services (50% at Silver and Gold, 60% at Blue)
And discounts for ICE models (Gold: $250, Blue: $300)

If we’re talking fine print: For now, the offer’s live through 2025, and Hyundai hasn’t said what happens after that.

Fleet vehicles, service demos, final-pay units, and Hyundai Circle Plan sales are excluded.
Bluelink discounts only apply to new subscribers, not to vehicles on trial subscriptions or existing paid users.
And Hyundai reserves the right to modify or end the program at any time without notice.

So what makes it different: Unlike some OEM rewards programs, there’s no spend tracking and no point conversion here. And while eligibility windows, vehicle exclusions, and those fine-print limits still apply, the program is designed to reward repetition, even after the warranty runs out.

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Why this matters: Loyalty and retention are two of the most expensive words in auto retail right now. And this is Hyundai’s play at chipping away at both, without bloating the budget or adding new tech to manage.

For dealers, it could be a light lift with clear upside.

In the service lane, it gives advisors a new pitch—“Come in for your recall, level up your rewards.”
On the app side, Bluelink activation is one of the lowest-effort asks, but builds long-term stickiness and service touchpoints.
And over on the lease desk, generic payment talk turns into “Let’s talk about what you’ve already earned.”

Bottom line: It’s likely not a massive traffic driver. But simple, action-based offers (cough, cough, Ford’s tariff campaigns) are landing with customers. The same might apply here.

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