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Betting on Eon, Grandi10 and Xcent: Hyundai sharpens rural focus

Rural sales expansion much higher to urban

Ajay Modi  |  New Delhi 

hyundai

auto major Hyundai has sharpened its focus and aims to get more than one-fourth of its from buyers in villages and small towns this year. The second -largest car maker in the country got about 23 per cent of from markets in 2016 calendar year.

“The focus will be on for future growth. We have set up a new department to focus on the market. We will create a different communication strategy on the products that are well suited for these markets. Every regional office and most dealership now have a team. The matrix has been completed,” said Rakesh Srivastava, director (& marketing) at Hyundai.

Increasing focus has helped the company to grow the contribution from from 14 per cent in 2011 to 23.5 per cent in 2016. This translates into more than 117,000 vehicles in a year. Hyundai believes there is a lot of potentials to grow the share further. Market leader gets one-third of its from buyers, probably the highest for any car maker in India.  

Hyundai’s thrust is understandable. In 2016, its grew less than three per cent to 383,129 units. In the same year, the volume grew at a strong 14 per cent. The rate of growth in the market has been higher even in 2015 though on a smaller base.

Srivastava said cars like the Eon, and Xcent are sought after in the markets. “But upwardly mobile people in the market also seek Creta and Elitei20. Volume in market is growing along with spend per vehicle. We see an increasing aspiration to own cars,” he said. Interestingly, it is not the company’s entry segment car, Eon, which brings the bulk of the The biggest contribution of 26 per cent comes from its bigger hatch, the Also, the contribution from is similar to that from premium hatch Elite i20, both at twenty per cent each. Its popular SUV Creta also brings about sixteen per cent of

The company, which is not physically present in interiors of the markets in spite of more than 300 outlets, is exploiting the concept of float vans to market products. A float van has one display car and it communicates about the brand and attractive schemes for the buyers. In total, Hyundai has seventy float vans which keep moving in various markets. The company also has several advocates of its brand in markets from among the owners. They educate locals on the brand and value proposition of Hyundai vehicles. 

Hyundai India MD & CEO Y K Koo (left) and other company officials at the launch of a new compact sedan, Xcent, on Thursday. The firm aims to sell 60,000 units in a year, and the car comes in the range of Rs 5.38 lakh and Rs 8.41 lakh.
Hyundai India MD & CEO Y K Koo (left) and other company officials at the launch of a new compact sedan, Xcent, on Thursday. The firm aims to sell 60,000 units in a year, and the car comes in the range of Rs 5.38 lakh and Rs 8.41 lakh.

Betting on Eon, Grandi10 and Xcent: Hyundai sharpens rural focus

Rural sales expansion much higher to urban

Rural sales expansion much higher to urban
auto major Hyundai has sharpened its focus and aims to get more than one-fourth of its from buyers in villages and small towns this year. The second -largest car maker in the country got about 23 per cent of from markets in 2016 calendar year.

“The focus will be on for future growth. We have set up a new department to focus on the market. We will create a different communication strategy on the products that are well suited for these markets. Every regional office and most dealership now have a team. The matrix has been completed,” said Rakesh Srivastava, director (& marketing) at Hyundai.

Increasing focus has helped the company to grow the contribution from from 14 per cent in 2011 to 23.5 per cent in 2016. This translates into more than 117,000 vehicles in a year. Hyundai believes there is a lot of potentials to grow the share further. Market leader gets one-third of its from buyers, probably the highest for any car maker in India.  

Hyundai’s thrust is understandable. In 2016, its grew less than three per cent to 383,129 units. In the same year, the volume grew at a strong 14 per cent. The rate of growth in the market has been higher even in 2015 though on a smaller base.

Srivastava said cars like the Eon, and Xcent are sought after in the markets. “But upwardly mobile people in the market also seek Creta and Elitei20. Volume in market is growing along with spend per vehicle. We see an increasing aspiration to own cars,” he said. Interestingly, it is not the company’s entry segment car, Eon, which brings the bulk of the The biggest contribution of 26 per cent comes from its bigger hatch, the Also, the contribution from is similar to that from premium hatch Elite i20, both at twenty per cent each. Its popular SUV Creta also brings about sixteen per cent of

The company, which is not physically present in interiors of the markets in spite of more than 300 outlets, is exploiting the concept of float vans to market products. A float van has one display car and it communicates about the brand and attractive schemes for the buyers. In total, Hyundai has seventy float vans which keep moving in various markets. The company also has several advocates of its brand in markets from among the owners. They educate locals on the brand and value proposition of Hyundai vehicles. 

Hyundai India MD & CEO Y K Koo (left) and other company officials at the launch of a new compact sedan, Xcent, on Thursday. The firm aims to sell 60,000 units in a year, and the car comes in the range of Rs 5.38 lakh and Rs 8.41 lakh.
Hyundai India MD & CEO Y K Koo (left) and other company officials at the launch of a new compact sedan, Xcent, on Thursday. The firm aims to sell 60,000 units in a year, and the car comes in the range of Rs 5.38 lakh and Rs 8.41 lakh.

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Business Standard
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Betting on Eon, Grandi10 and Xcent: Hyundai sharpens rural focus

Rural sales expansion much higher to urban

auto major Hyundai has sharpened its focus and aims to get more than one-fourth of its from buyers in villages and small towns this year. The second -largest car maker in the country got about 23 per cent of from markets in 2016 calendar year.

“The focus will be on for future growth. We have set up a new department to focus on the market. We will create a different communication strategy on the products that are well suited for these markets. Every regional office and most dealership now have a team. The matrix has been completed,” said Rakesh Srivastava, director (& marketing) at Hyundai.

Increasing focus has helped the company to grow the contribution from from 14 per cent in 2011 to 23.5 per cent in 2016. This translates into more than 117,000 vehicles in a year. Hyundai believes there is a lot of potentials to grow the share further. Market leader gets one-third of its from buyers, probably the highest for any car maker in India.  

Hyundai’s thrust is understandable. In 2016, its grew less than three per cent to 383,129 units. In the same year, the volume grew at a strong 14 per cent. The rate of growth in the market has been higher even in 2015 though on a smaller base.

Srivastava said cars like the Eon, and Xcent are sought after in the markets. “But upwardly mobile people in the market also seek Creta and Elitei20. Volume in market is growing along with spend per vehicle. We see an increasing aspiration to own cars,” he said. Interestingly, it is not the company’s entry segment car, Eon, which brings the bulk of the The biggest contribution of 26 per cent comes from its bigger hatch, the Also, the contribution from is similar to that from premium hatch Elite i20, both at twenty per cent each. Its popular SUV Creta also brings about sixteen per cent of

The company, which is not physically present in interiors of the markets in spite of more than 300 outlets, is exploiting the concept of float vans to market products. A float van has one display car and it communicates about the brand and attractive schemes for the buyers. In total, Hyundai has seventy float vans which keep moving in various markets. The company also has several advocates of its brand in markets from among the owners. They educate locals on the brand and value proposition of Hyundai vehicles. 

Hyundai India MD & CEO Y K Koo (left) and other company officials at the launch of a new compact sedan, Xcent, on Thursday. The firm aims to sell 60,000 units in a year, and the car comes in the range of Rs 5.38 lakh and Rs 8.41 lakh.
Hyundai India MD & CEO Y K Koo (left) and other company officials at the launch of a new compact sedan, Xcent, on Thursday. The firm aims to sell 60,000 units in a year, and the car comes in the range of Rs 5.38 lakh and Rs 8.41 lakh.

image
Business Standard
177 22