The company, which is the second largest car manufacturer in the country, had launched Xcent earlier this year and so far sold 35,000 units of the car so far.
"SRK's association has enhanced the brand's reminiscence and propagated our modern premium brand values. And with the transition from i10 to Xcent, the new association connects the family man Shah Rukh Khan with the attributes of real family sedan Xcent," Hyundai Motor India MD & CEO BS Seo said.
Xcent has made its mark amongst the customers and the company is confident that the new association with Shah Rukh will create the magic again, he added.
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