Hyundai Automotive South Africa is reporting early commercial gains from its retail partnership with Access Park Kenilworth since the launch of its on-site Hyundai Hub, highlighting how integrated retail spaces are reshaping consumer engagements when it comes to vehicle sales.
Hyundai is the only automotive brand with a dedicated presence at Access Park Kennilworth, providing the brand with direct access to a high-volume consumer base beyond the traditional dealership model. The retail centre attracts over 5 million visitors annually, with peak months exceeding 500,000 shoppers.
According to Junaid Daniels, Dealer Principal at Hyundai Plumstead, the results have translated beyond visibility into measurable business outcomes.
“Meeting customers where they already shop and spend time, allows us to build stronger connections and shorten the path from interest to purchase,” said Daniels. “We have seen a significant rise in customer enquiries, uptick in conversions and vehicle sales linked to our presence at Access Park Kennilworth.”
The concept reflects a broader industry shift toward experiential retail, where brands integrate into high-traffic consumer spaces to drive both awareness and sales. For Access Park Kenilworth, the partnership enhances its positioning as one of the Western Cape’s preferred one-stop destination.
“Our shoppers are looking for convenience and value in a single visit,” said Agnan Chogle, Centre Manager at Access Park Kennilworth. “Being able to shop, dine and now explore vehicle ownership in one location adds a compelling new layer to the customer experience.”
The partnership recently culminated in a promotional campaign that saw shopper Karen Catelle win a brand-new Hyundai EXTER after entering an in-centre competition. The competition demonstrated how well-executed experiential activations can drive higher consumer engagement.
“I entered while I was shopping and did not think much of it,” said Catelle. “Winning a car was completely unexpected and it was an incredible outcome from a normal day out. I am so happy beyond words.”
According to the South African Council of Shopping Centres, experiential and mixed-brands retail strategies are increasingly driving consumer engagement in South Africa. Research indicates that centres offering integrated lifestyle experiences, see up to 30% higher ratio compared to traditional retail formats.
