Hyundai: In revamp mode – Plans to launch 8 new products

Hyundai India, which turns 20 this year, is looking to ride on nostalgia to reconnect with consumers. From the launch of ‘family car’ Santro in 1998 that redefined the compact hatchback segment with its tallboy design, to its current portfolio of vehicles, the OEM is looking to transition from a mass brand to a modern, premium one. It recently released a digital film, The Deal with Accent, as part of its integrated marketing campaign Brilliant Moments to celebrate its two decades in India. The four-month long campaign focusses on connecting emotionally with consumers as it culminates with the launch of a new family car — rumoured to be a revamped version of Santro — scheduled to launch in October.

It will be positioned between the Eon and Grand i10. Hyundai’s clear strength has been its design and regular product refreshments, which make it the only significant competition to Maruti Suzuki India (MSIL). One of its game changing products was the i20. “While Swift could not make into the ‘premium’ hatchback segment, Hyundai’s i20 got the first mover advantage with features seen in an entry-level sedan,” says Kaushik Madhavan, VP, mobility (automotive and transportation) practice, Frost & Sullivan.

Hyundai Motor India Ltd.