The Santro was a stupendous success. Then Hyundai faltered a bit. Now, it hopes that i10 can do a Santro now. An insight by Karan MehrishBefore Hyundai introduced the Santro in India in 1998, it went through rigorous pre-launch exercises. For instance, it conducted a consumer perception survey on Atos Prime, which was launched in South Korea the previous year, and was to be deemed the Santro in India. The first feedback it received was that potential buyers disliked the high rear end design. The second was that consumers were unaware of the Hyundai brand. The South Korean carmaker went about addressing both these issues.
According to one case study, Hyundai reduced the tall rear end and “made it more aesthetically appealing.” In addition, its advertising campaign, featuring star Shah Rukh Khan, tried to convince the consumers that the brand was worth looking at. In fact, in the series of TV commercials, Khan seemed apprehensive about endorsing Santro. By the time the model was launched, Khan seemed convinced. He declared that he was ready to advertise it as he was certain that Santro was “the car for India.”
Despite this, the critics were unimpressed. They argued that the revolutionary tallboy design could never threaten the dominance of Maruti Suzuki, which almost monopolised the compact segment then. But Santro proved everyone wrong. It became an instant success, and garnered a nearly 12% market share in 1999-2000. Hyundai’s formula of a better product, aggressive pricing and coordinated advertising worked despite the disadvantages it had at that time.
Today, Hyundai hopes to achieve the same result with its just-launched i10. It wants to do a Santro, after being edged out to the third spot by Tata Motors’ Tata Indica. i10 is aimed at re-establishing Hyundai’s losing supremacy in the compact car segment. In fact, Hyundai is so confident that it’s launching the i10 in India before any other market. More importantly, it is doubling its capacity so that it can manufacture the model in India to cater to the demand in other markets. For Hyundai, the i10 seems to have been clearly designed and priced with an eye towards the future.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).
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