Hyundai entered the Indian market in 1996 with the Santro (Indian version of the Atos), which was initially unconventional but became an instant hit. However, its styling took time for acceptance by Indian customers. It faced competition from the Maruti Suzuki Zen and Wagon R. Over time, Hyundai improved the Santro through new versions and upgrades to suit evolving Indian preferences. It was successfully positioned as a complete family car targeting middle-class families aged 35-45. While the Santro experienced success, newer launches like the Maruti Alto and Indica eventually displaced it. Hyundai continues improving and repositioning the Santro to remain relevant in India's competitive small car market.

1.  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

2.  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.

4.  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

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

6.  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
maruti zen estilo

7.  1st issue  Design of the car
• Santro was designed to be a tall boy car
• Which Indians did not liked
 2nd issue  Developing corporate image
• Maker of product
• Spare parts availability
• Quality etc.
 Targeting market
• Maruti 800 users
 3rd issue
Issues confronted by the newcomer…

8. 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.

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

10.  Car under Rs 4 lakh is considered an economy or budget car
Almost two lakh Indians buy
either of these cars each year.
WAGON R
Economy cars!
SANTRO ZING eRLX

11.  Targeting C segment car (Accent) landed up targeting B
segment (small car market).
royal
luxuries
like Honda
city,Hyundai
Accent
 Branded the car through Shahrukh khan as its brand
ambassador.
 With subtle statement i.e” We settle only for the best”

12. Santro “A sunshine car”

13.  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.

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

15. Presented by Nidhi Vats