It’s 2025, and the automotive retail landscape is buzzing with change. Customers no longer want to jump through hoops to test drive a car, they expect convenience, clarity, and control, all at their fingertips.
The days of scribbling details on a clipboard at a dealership or waiting for a salesperson to call back feel like relics of a bygone era. Today, 95% of vehicle buyers use digital channels to gather information before stepping into a showroom. This seismic shift in consumer behaviour has thrust digital innovation to the forefront of automotive retail, and one brand is leading the charge: Hyundai UK.
Launched around March 2023, Hyundai UK’s digital test drive experience is more than just a booking tool, it’s a statement about the future of customer-centric automotive retail. With unmatched transparency, real-time vehicle availability, and uniquely flexible options like 24-hour and extended test drives, Hyundai has flipped the script on what a test drive can be. Imagine browsing the entire UK demo fleet from your sofa, picking your exact make, model, trim, and colour, and deciding whether you want a quick spin or a full day to live with the car, all without a single phone call. It’s a seamless, empowering process that’s redefining expectations for buyers and dealers alike.
But here’s the kicker: two years in, as of March 2025, Hyundai UK stands almost alone in this digital first approach. While competitors tinker with half-measures, Hyundai’s approach raises a provocative question for the industry:
Why aren’t more brands following their lead?
This article dives deep into how Hyundai UK is breaking the mould, why it matters for industry stakeholders, and what it signals for the future of automotive retail.
Let’s start with a hard truth: the traditional test drive process is quite quickly becoming obsolete. Visit the websites of giants like Ford, Volkswagen, or BMW, and you’ll see the same tired playbook. Ford’s test drive form asks for your details, then shuttles them off to a dealer’s CRM or DMS system. Volkswagen and BMW follow suit - basic lead capture, no real-time info, and a promise that someone will call you back. Maybe tomorrow. Maybe next week. It’s a black box of inefficiency: no transparency on which specific vehicles are available, no clue about scheduling flexibility, and certainly no hint of whether you’ll get 20 minutes or an hour behind the wheel.
For customers, this translates to a laundry list of frustrations. Ever tried booking a test drive only to find the car you wanted isn’t at the dealership? Or been stuck with a rigid 10 a.m. slot that clashes with your workday? Research shows 88% of car buyers consider test drives a critical step in their decision-making, yet the old-school approach leaves them guessing about availability, wrestling with clunky processes, and stuck with short, rushed drives that barely scratch the surface. It’s no wonder some skip it altogether, 16% of buyers now bypass test drives entirely, while 33% test just one car. For dealerships, it’s a logistical nightmare. Manual follow-ups clog staff time, mismatched expectations erode trust, and the lack of digital integration means missed opportunities to close deals. The traditional model isn’t just outdated, it’s a bottleneck strangling efficiency and satisfaction on both sides of the counter.
Enter Hyundai UK, bringing a digital-first, customer-centric approach to test drives. Hyundai provides a transparent, real-time view of its entire UK demo fleet, searchable by proximity and detailed down to trim level, colour, and availability. Want a red Tucson Hybrid Limited or a blue Ioniq 5 Premium? You’ll see exactly where it is and when it’s availableno surprises, no delays. Scheduling is just as seamless: customers can book standard, 24-hour, or extended test drives at their convenience, removing the friction of phone calls and rigid dealership time slots. No more guesswork, no more compromises. Hyundai’s model isn’t just an improvement; it’s a redefinition of what the test drive experience should be.
This shift is about more than just convenience, it’s about customer empowerment. Hyundai’s approach puts the customer in the driver’s seat as it reimagines the entire test drive ecosystem. For dealerships, fleet owners, partners, and tech providers, it sends a clear message: adapt to the digital era, or risk being left behind. The real question isn’t whether this model works, it’s why the rest of the industry hasn’t caught up yet.
So, what does Hyundai UK’s digital test drive experience actually look like? It’s a blueprint for how modern test drives should work. Step onto their platform (Hyundai UK Test Drive), and you’re presented with a panoramic view of their nationwide demo fleet, every available car from 159 retailers, mapped by proximity to your location. It’s a fully transparent, real-time showcase of actual vehicles, complete with make, model, trim, and colour. Want to test an Ioniq 6 in Gravity Gold Matte? The system instantly shows if one is available 10 miles away or 100, eliminating guesswork and frustration.
Hyundai offers three distinct tiers of test drives: standard (a short drive to get a feel for the car), 24-hour (a full day to experience it in real-world conditions), and extended (a multi-day immersion). Customers can choose what best suits their needs, whether it’s a brief test of handling and comfort or a deep dive into how the car fits into their lifestyle. This flexibility is a strategic advantage. According to research by Cox Automotive, 55% of buyers test drive only one vehicle, and it’s usually the one they purchase. By offering tailored test drive options, Hyundai increases the likelihood of converting interest into commitment.
Beyond vehicle selection, the booking process is designed for speed and simplicity. Hyundai’s system integrates fully digital ID and driving licence verification via DVLA, eliminating the need for paperwork, in-person verification, or outdated processes like faxing documents. Customers simply upload their details online, completing verification in under a minute. This approach is not only efficient but also enhances security and compliance, particularly for 24-hour and extended test drives. By the time the customer arrives at the dealership, everything is set, keys are ready, the car is fueled, and there’s no paperwork to slow things down. It’s a frictionless experience that benefits both the buyer and the dealer.
For businesses, Hyundai’s model is a game-changer. Their solution, built on the JRNY platform, automates fleet management across dealerships, reducing administrative overhead and optimising resource allocation. It’s all about operational efficiency. By streamlining the test drive process, Hyundai turns what was traditionally a logistical headache into a competitive advantage. And the data speaks for itself: 88% of buyers who purchase a car have taken a test drive first. Make that test drive effortless, and you’re already halfway to closing the sale.
Hyundai UK isn’t alone in the digital test drive game, Tesla, Polestar, and Mercedes-Benz have their own approaches, but Hyundai is operating on a different level. Tesla’s app-based booking system, Tesla Support, allows customers to self-schedule test drives, but beyond selecting a model type, details such as trim or specific vehicle availability remain vague. Polestar’s online portal streamlines booking but lacks the fleet-wide transparency that Hyundai has made a priority. Mercedes-Benz raises the bar with extended and home test drives (Mercedes-Benz UK), yet real-time specifics on trim, colour availability, or precise scheduling options are not seamlessly integrated into the process.
Hyundai’s approach is built on two pillars: transparency and flexibility. Customers aren’t just selecting a model, they’re selecting their exact car, with live availability updates ensuring there are no surprises. This level of clarity is a trust-builder in an industry where 88% of buyers consider a test drive a crucial step before committing to a purchase (FasterCapital, 2024). Moreover, Hyundai takes flexibility a step further by allowing customers to switch between standard and extended test drive options at the time of booking, something many competitors obscure in fine print or leave to dealership discretion. By putting control directly into the hands of the customer, Hyundai removes friction and redefines the test drive experience as a seamless, personalised journey.
The benefits extend far beyond just convenience. For customers, this transparency reduces anxiety, eliminating the guesswork and giving them confidence in their choice before they even step into the vehicle. Scheduling is designed to adapt to their lives rather than force them into rigid dealership time slots. The result? A heightened sense of satisfaction and a stronger emotional connection with the brand, because first impressions don’t just matter; they shape purchasing decisions.
For dealers and fleet owners, this streamlined process mitigates miscommunication, aligns inventory with actual demand, and transforms test drives into a strategic sales pipeline. By removing uncertainty from the process, Hyundai enhances customer trust and accelerates conversions. While Tesla relies on its brand mystique and Mercedes-Benz leans into luxury, Hyundai is carving out its own space, one defined by empowerment, clarity, and control. It’s a bold strategy, and it’s delivering real results.
Hyundai UK’s digital test drive is a conversion powerhouse. By eliminating friction and maximising value, it’s driving higher customer engagement, increased test drive completion rates, and ultimately, stronger purchasing decisions. Why? Because it’s built around what today’s buyers prioritise, control, transparency, and a personalised experience. Industry data backs this up: 80% of car buyers who make a purchase have test-driven first (AX UK), and 55% go on to buy the vehicle they test (Cox Automotive). Hyundai isn’t just accommodating these behaviours, it’s amplifying them.
The key to success is engagement. A seamless and flexible test drive process captures customer interest early and keeps them engaged. With 95% of buyers conducting research online, the ability to instantly schedule a tailored test drive bridges the gap between browsing and buying. This is particularly crucial for younger, tech-savvy consumers and EV adopters. These digital-first buyers prefer intuitive online experiences over traditional dealership interactions, and Hyundai’s platform aligns perfectly with their expectations. Imagine a prospective customer considering an Ioniq 5, they can book a 24-hour test drive to see how it fits into their daily routine, including home charging. Suddenly, the car is no longer just a product, it’s part of their lifestyle.
First impressions are everything. For many customers, a test drive is the first real-world touchpoint with a brand, and that experience can make or break their perception. A complicated, outdated process creates frustration, while a smooth, intuitive journey builds confidence and trust. Hyundai’s fully digital booking system, DVLA-integrated verification, and instant confirmation eliminate obstacles, making it effortless for customers to move from research to real-world experience. The result? Higher test drive completion rates. When the process is this simple, why wouldn’t customers follow through? With 88% of buyers considering test drives essential, Hyundai is turning initial curiosity into long-term commitment, one well-executed test drive at a time.
For industry stakeholders, Hyundai’s strategy provides a blueprint for success. Dealerships benefit from optimised workflows, fewer administrative bottlenecks, and more engaged leads. Meanwhile, technology providers can see the scalability of an integrated fleet management system that enhances both customer satisfaction and operational efficiency. Hyundai’s approach proves that an exceptional test drive experience is a highly competitive advantage that directly influences sales.
Hyundai UK’s digital test drive isn’t just a success today, it’s a blueprint for the future of automotive retail. Digital transparency, real-time booking, and flexible test drive options aren’t fleeting trends; they’re the foundation of a fundamental industry shift. Imagine a world where every brand operates with this level of precision, where test drives are no longer an obstacle, but an integral, seamless step in the buying journey. Hyundai has set the standard, and the rest of the industry is now on the clock.
The shift is already underway. With 16% of buyers now skipping test drives entirely (PR Newswire, 2014), brands that reimagine the experience will gain a competitive edge. Tesla’s self-serve model and Polestar’s online booking system hint at the direction the market is heading, but Hyundai’s end-to-end transparency, fleet visibility, flexible durations, DVLA-integrated verification, takes it to another level. This level of customer-centric innovation isn’t just a differentiator; it has the potential to reshape industry expectations.
Expect competitors to follow suit. Ford may move away from slow, dealer-led scheduling in favour of real-time booking. BMW could introduce extended test drive options, particularly for its growing EV lineup. The message is clear: traditional, rigid test drives are becoming a liability in a world where convenience and digital-first experiences drive purchasing decisions.
For dealerships, this evolution demands a new era of technology-driven operations. Instant inventory synchronisation, seamless scheduling, and automation will become non-negotiable. Software providers will need to innovate rapidly, developing platforms that can rival Hyundai’s JRNY system in efficiency and scale. And as the EV transition accelerates, digital test drives will become even more critical, offering buyers a real-world assessment of range, charging convenience, and lifestyle fit before they commit.
Hyundai’s forward-thinking approach is a strategic glimpse into where the industry is headed. It’s a new benchmark for what a customer-first, digitally integrated test drive experience should look like.
Hyundai UK is reshaping the future of automotive retail. Its digital test drive service, now two years strong as of March 2025, has set a new standard for transparency, flexibility, and customer convenience. By streamlining the test drive process with real-time booking, intuitive scheduling, and seamless compliance, Hyundai has created a model that benefits both customers and industry partners alike.
Despite its success, widespread adoption across the industry has been slow. While Hyundai enhances the test drive experience with digital integration, many competitors continue to rely on outdated, manual processes. This gap highlights a growing divide between brands embracing digital transformation and those hesitant to modernise.
The impact of Hyundai’s approach is clear, customers feel more confident in their choices, dealers operate more efficiently, and conversion rates improve. Yet, the industry remains at a crossroads. Two years in, many brands are still relying on traditional methods, raising an important question: Why delay progress when the future is already taking shape?
As customer expectations continue to evolve, the shift towards digital-first experiences is inevitable. The only question is whether the rest of the industry is ready to follow Hyundai’s lead.
