Headquartered in Seoul, South Korea is the world’s fifth largest automaker as of the end of 2009.

Public perception of the Hyundai brand has been transformed as a result of dramatic improvements in the quality of Hyundai vehicles.

The Hyundai logo, a slanted, stylized 'H', symbolizes the company shaking hands with its customer

Hyundai Motsor Company

It is currently the second largest carmaker after Maruti Suzuki and largest auto exporter in India.

Established in 1996 with plant near chennai. Models most popular in India are like Santro Xing, i10and i20 Other Getz Prime, Accent, second generation Verna, Tucson, and the Sonata

Transform. Has two manufacturing plants in India at Sriperumbudur in Tamil

Nadu. With annual capacity of 600,000 units. In 2007 Hyundai opened its R&D facility in Hyderabad ,Andhra

pradesh.

Hyundai Motor India Limited(wholly owned subsidiary of hyundai motors company)

Hyundai's manufacturing plant at Irungattukotta near Sriperumbudur

The Hyundai Atos (also known as Amica and Santro Xing) is a city car produced by the Hyundai

The Atos Prime is marketed as the:

Hyundai Amica in the United Kingdom Hyundai Santro Xing in India and Pakistan Dodge Atos in Mexico Kia Visto in Indonesia and South Korea Inokom Atos in Malaysia

hyundai

Is a car intended for use primarily in an urban area, car must be very small in physical dimensions and engine capacity.

City car (urban car) mean …

Hyundai entered the Indian market through the Santro (Indian version of Atos) whose main rival at that time was the popular Maruti Suzuki Zen.

unconventional styling took time for acceptance ,yet the car was an instant hit.

Is still undergoing number of improvements and face lifts to suit the Indian customers.

The main rival of Santro prevailing is Suzuki Wagon R and Maruti Zen Estilo

Hyundai enters market

maruti zen estilo

Santro : The Sunshine Car

Issues confronted by the newcomer…

1st issue

2nd issue

3rd issue

Design of the car

• Santro was designed to be a tall boy car • Which Indians did not liked

Developing corporate image

• Maker of product• Spare parts availability• Quality etc.

Targeting market• Maruti 800 users

1st generation (1997-2000) Was introduced in 1997 999cc engine and top speed of 145 km/h. It was succeeded by a facelift version by 2000.

santro

The second generation was introduced some time in 2003. This is the current version.

2nd generation Atos(2003-present

Car under Rs 4 lakh is considered an economy or budget car

Almost two lakh Indians buy either of these cars each year.

Economy cars!

Wagon R vs santro zing eELX

WAGON R

SANTRO ZING eRLX

Targeting C segment car (Accent) landed up targeting B segment (small car market).

Branded the car through Shahrukh khan as its brand ambassador.

With subtle statement i.e” We settle only for the best”

Branding Risk by the company…

royal luxuries

like Honda city,Hyundai

Accent

Santro

Santro ‘now’

“A sunshine car”

Followed by several intelligently made Teaser ads (bits of information without revealing either the sponsor of the ad or the product being advertised) to arouse curiosity.

Upgrades, Santro Zipplus successfully positioned itself as a complete family car . Targeting 35-45 yrs middle class indians. Maruti’s then launch Alto and Wagon R and came Indica

displacing Santro. Santro was launched as Santro Xing displaying novelty.

more spacious and contemporary looks. Now targeted 25-35 years people. Repositioned as “sunshine car” Prieity zinta as new brand ambassador.

Repositioned santro

Thank You

Presented by Nidhi Vats