Hyundai cultivates a loyal customer base by launching Japan's initial owner's club
Hyundai Motor Company has made a significant move in Japan's nascent electric vehicle (EV) market, launching its first official fan club in the country. The Hyundai Motor Club Japan was officially unveiled in August 2025, marking a strategic step towards deepening local engagement and strengthening Hyundai's presence in Japan, particularly following its reentry into the Japanese passenger car market in May 2022.
The club aims to gather Hyundai EV owners and enthusiasts to support Hyundai’s EV development in Japan, enhance understanding of local customer needs, and expand brand experience in the country. This initiative builds on the success of Hyundai Motor Club Korea, established in 2015, which has grown to over 122,000 members. Hyundai expects similar membership growth in Japan to contribute positively to the brand’s recognition and customer loyalty there.
The launch event, held near Fujinomiya west of Tokyo, included Japanese Hyundai customers and members from the Korean club, fostering cross-cultural exchange within the Hyundai fandom. The community is expected to be a driving force in providing Hyundai with direct customer feedback, enabling better alignment of products, especially EVs, with Japanese market preferences.
In the first half of 2025, Hyundai sold 438 units in Japan, equivalent to 70% of all sales made in 2024. The overall EV market in Japan contracted another 7% year on year in the first half of 2025, but Hyundai's sales figures suggest a promising start for the company in the Japanese EV market.
Toshiyuki Shimegi, CEO of Hyundai Mobility Japan, stated that the members of the Hyundai Motor Club Japan will be a driving force in the development of Hyundai's electric vehicle presence in Japan. The club is seen as a channel for collecting local feedback, better understanding consumer preferences, and expanding brand awareness.
Hyundai exclusively rolled out electric and fuel cell models for its second entry into the Japanese market. Models currently available in the Japanese market include the Ioniq 5, Kona Electric, Casper EV (sold locally as Inster), and the Nexo. The launch ceremony for the club took place in Fujinomiya, Shizuoka Prefecture, Japan on Sunday.
Hyundai's goal is to grow its global fandom, not just in Japan, but wherever Hyundai customers are. The company already supports a domestic fan club with over 122,000 members in Korea. This new Japanese fan club is a testament to Hyundai's commitment to its customers and its focus on the Japanese EV market.
In 2024, Japan's total EV sales declined by 33% to 59,736 units. Despite this contraction, Hyundai's sales figures in the first half of 2025 indicate a potential turnaround for the company in the Japanese EV market. The Hyundai Motor Club Japan is poised to play a crucial role in this development, serving as a key channel for sharing Hyundai EV ownership experiences in the Japanese market.
[1] Hyundai Motor Club Japan Official Launch, Hyundai Motor Company Press Release, August 2025.
- The Hyundai Motor Club Japan, focused on electric vehicles (EVs), aims to gather owners and enthusiasts to support Hyundai’s EV development in Japan, fostering cross-cultural exchange and providing direct customer feedback to better align products with local market preferences.
- The launch of the Hyundai Motor Club Japan in 2025 marks a significant move in Japan's electric vehicle market, as the club is anticipated to contribute positively to Hyundai's brand recognition and customer loyalty there.
- The Hyundai Motor Company, with its focus on electric vehicles, already boasts a successful domestic fan club in Korea, and the launch of the Hyundai Motor Club Japan is a testament to their commitment to their global customers and their focus on expanding in the Japanese EV market.
