Corporate Profile

Hyundai Asia Resources, Inc.


Awarded official distributorship of Hyundai vehicles by Hyundai Motor Company (HMC), South Korea, in August 2001, Hyundai Asia Resources, Inc. or HARI has rapidly become one of the distinguished market leaders in the Philippine automotive industry today.


From its humble beginnings in 2001 with only 4 dealerships carrying just one product line, the Hyundai Starex, HARI has grown by leaps and bounds with a nationwide fortress of 36 dealerships (24 of which are certified Hyundai Elite dealers) and a dedicated 2,000-strong workforce to meet the motoring lifestyle needs of the Filipino market.  And in March 2010, less than a decade of operations, HARI surpassed its Japanese, American and Asian rivals to become the 3rd top-ranking automotive brand in the Philippines, a ranking that it still keeps to this day.  


Boasting of superior customer service, genuine Hyundai MOBIS parts, state-of-the-art diagnostic and service tools, technological support and first-class after-sales service, HARI was distinguished by Hyundai Motor Company with various awards of distinction and excellence through the years:

  • Asia-Pacific Distributor of the Year in 2005, 2006 and 2008
  • Award of Excellence for outstanding performance in the area of Sales operations in 2009
  • Best Improved Market Share of the Year in the Asia-Pacific in 2005
  • Hyundai Elite Award in 2006
  • Best DEP Award in 2008


Correct product mix, competitive pricing policy, dealership expansion, first-class after-sales strategies as well as strategic marketing campaigns are key components to HARI’s interminable growth. 


Likewise, these key market innovations that have become synonymous with HARI have further distinguished and endeared Hyundai to the Filipino motoring public:

  • Hyundai’s CDRi or the Common Rail Direct Injection diesel engine introduced by HARI in 2004, a breakthrough technology of eco-friendly, fuel efficient yet powerful engine-nuity,
  • Hyundai ‘s 5-Year Warranty introduced in 2007, a revolutionary service guarantee surpassing current 3-Year warranty offerings
  • One Hyundai Club introduced by HARI in 2010, the first-ever distributor based automotive loyalty program in the country aimed at elevating the motoring experience of Hyundai car owners.


These market firsts along with Hyundai’s lineup of innovative people movers dubbed as “Innovations for Humanity”- the Grand Starex, Tucson, Santa Fe, Veracruz, i10, i30, Getz, Accent, Genesis Coupe, Sonata, Elantra, Azera and H-100  - continue to capture the hearts of today’s generation of Filipino families and motorists. 


Broadening its portfolio of accolades and awards, HARI is proud to be recognized as a proponent of national progress and development through its contributions to the national and local economies where its businesses and dealerships are present.  So much so that in 2006, the Bureau of Customs duly recognized HARI for its invaluable contribution in advancing the country’s collection performance as one of the Philippines’ Top 5 Importers.  


In 2009, the City of Makati distinguished HARI as one of Makati’s Ten Outstanding Corporate Citizens recognizing its contributions to nation-building, not just through the taxes it pays abut also through is socially-relevant endeavors.  And in 2010, for the second time around, HARI was included in Makati’s roster of Outstanding Corporate Citizens, this time bagging the distinction as Top 3 Most Outstanding Corporate Citizen of Makati for 2010 from rank 6 in 2009, affirming its presence not only as one of the country’s leading automotive companies, but also as an economic powerhouse.   This recognition can be attributed to HARI’s strong work ethic and compliance in terms of paying its tax obligations to the City of Makati, highlighting the distributor’s commitment to uphold economic stability and shore up both business and community development in Makati.