Eye-catching i20!

Hyundai's strategy

Hyundai Motor's big successes in India have hinged on two strategies. Speed - beat the competition to the market with new products. Take the example of the Santro, when it was launched Suzuki had the WagonR already in its portfolio. But, Hyundai brought the Santro, and publicised its tall-boy design and related benefits even before Maruti could react.

The second reason for Hyundai's success has of course been its ability to ensure that the product redefine the segment it is being positioned in, in terms of the price-quality-value proposition. The only car with which it got its calculation awry was the Getz.

Its latest launch will again be the epitome of this market strategy. The i20 might seem to be seen coming in at an odd time. Car sales are down, the industry is faced with a build-up of unsold inventory and the effect of postponement of purchases tends to get even more acute during the last month of the year.

Text: Business Line - Smartbuy

Image courtesy: Hyundai/AFP

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