 PRODUCT

 Hyundai Export Data for the last 20 years

Source- Wikipedia

In 1999, HMIL started exporting cars when it shipped a batch of 20 Santros to Nepal and
since then HMIL has maintained an esteemed position. Currently, HMIL exports to 87
countries.

In 2014,  Hyundai Motor Co. which is India’s largest exporter of cars has stopped exporting
to Europe from its Chennai plant after shifting production of models for the continent to
plants in Turkey and Czech Republic. This move has resulted in around 25% reduction in
overseas shipments from the company’s Chennai plant at 1.9 lakh units this year compared
to 2.53 lakh units last year and reason was free manufacturing capacity for new cars being
launched for the Indian market.
In the calendar year 2019, Hyundai Motor India limited exported 181,200 units with 792
customised variants in compliance with country-specific preferences and demand. A market
share of 26% of the total exports of passenger cars from India in CY 2019.

Currently, Hyundai Motor India exports 10 models which are Atos (Santro), Grand i10, Xcent,
Grand i10 (Nios) and the Grand i10 (Aura) along with the Elite i20, i20 Active, Accent (Verna),
Venue and the all-new Creta. In the International domain, Hyundai exports 'Made-In-India'
cars to as many as 87 countries in 4 continents namely Latin America , Africa , Asia Pacific
and Middle East .

 2017

RANK MODEL UNITS

4 Grand i10 49951
9 Xcent 2410
  2018

RANK MODEL UNITS

3 Grand i10 50350
6 Verna 3751
8 Xcent 18139
9 Elite i20 17078

 2020

RAN MODEL UNITS

K
4 Hyundai Verna 60065
6 Hyundai Creta 40994

Verna sedan in Hyundai Motor India’s exports has a large contribution with shipments of
60,065 units and accounting for 35.36% of the company’s overall exports. Hence, it is
occupying a prime position. While there is a high demand for the Grand i10 and i20 in Africa
and Latin America, the new Verna will be known as Accent for the Middle East markets.

 POSITIONING

 Middle East

The market of Hyundai motors in the middle eastern world is a very extensive one.
Geographically it stretches from Levant nations in the west to Afghanistan in the east
including all the gulf nations.

Along with being geographically widespread, it is also a culturally diverse. The customers
include Arabs as well as Non-Arabs with some of them living in the petroleum states and
non-petroleum states too. Some of the states are wealthy and developed and some of them
are in the developing mode

In recent years, Hyundai motors has grown tremendously throughout the middle Eastern
region. This growth has been seen both in the brand perception and sales numbers.

Elantra, Sonata, Tucson and Accent are the best-selling models of Hyundai motors. The
NeXT gen Verna being sold in India has been named as the Next Gen Accent model to be
sold in the middle Eastern markets.
The Hyundai Next Gen Accent model of the Middle East region have positioned itself as
Affordable, Tech Packed for Young buyers offering value and appeal. Hyundai ACCENT is
bigger and better and more appealing than before. This 5th gen model has a new look which
is sure to give competition to Toyoto Yaris, Nissan Sunny and Kia Rio.

This 5th gen model looks like baby Elantra. This compact car looks more expensive than
actually is and looks more appealing. Impressive thing about this car is technology and
interiors considering an entry level car. Hyundai Accent in Middle East countries is priced
around 12 lakhs

 Africa

Many African countries in the recent years have shown immense economic development
which has led to the growth and emergence of the middle class in these countries.

This has led to an increasing perception by Deloitte that the African continent is going to
emerge as the final frontier for the global Automotive industry. The automotive companies
across the world shall be able to gain a competitive edge by adoption of a medium to long
term view towards the continent Due to large Population size and recent economic progress

There are three key players in the new car market of South Africa, the most important being
Volkswagon followed by Toyota and Hyundai is emerging as the third. In recent years,
Hyundai motors is increasing its presence in the African countries offering stiff competition
to Volkswagon and Toyota. Already in Angola, Hyundai motors is the market leader.

Amongst all the Hyundai Indian exported model being sold in African countries, Hyundai i10
is emerging as the bestseller and is positioned as an economical car giving freedom to both
the parents and children as can be seen in the advertisements. Hyundai i10 has positioned
itself as spacious, safe, stylish and a car that’s made for fun. The company has also focused
on cashbacks as is being depicted in all the advertisements of Grand i10.

 Latin America

In this region, the segment wise surveys have shown that sub compacts are the most
popular cars being sold. Amongst the sub compacts, the demand for SUVs has contributed
most towards the growth of Hyundai motors in this region. Renault Nissan continues to be
the leader in the Market Sales figures, while Demand for SUVs was the key across the
continent.
Brazil, an important country of this region has seen a lot of political instability, inspite of this
the bullish growth which started in the second half of 2017 continues till date. In these past
years of crisis also the car and LCV registrations have shown a steady growth. As per an
internal report of the company – “As a result of lower interest rates in Brazil and improving
consumer confidence, we are now seeing a positive outlook in Latin America’s biggest car
market. Whatever happens in Brazil will continue to affect the rest of the continent”

Argentina continues to maintain its position as the third largest market in Latin America and
has also contributed tremendously towards the growth of Hyundai motors and gained
ground on Mexico which was in the second place, where growth had become stagnant.

The company saw very heartening results in Chile and it recorded its best performance in
March since 2011. In Ecuador, a new record was created as the Car and LCV sales grew by
66%.

In the first three months of the year 2018, There was a record 25% increase in the sales of
SUVs jumping from 244,200 units in Q1 2017 to 305,600 and for the first time, their market
share has exceeded 20% creating a new record. The demand for SUVs increases everywhere
across the region with a double-digit growth being observed in Brazil, Argentina, Chile,
Ecuador and Puerto Rico. In the total SUV sales, Small SUVs accounted for 52% of the total
SUV sales.

Looking at opportunities Hyundai India is gearing up to export its compact SUV Venue to
various markets including Africa and Latin America.

The left hand drive (LHD) version of Venue is under development and is planned to be
exported to the Gulf, Africa and Latin America

Hyundai i10 of Latin Brazil has positioned itself as a compact car, affordable with various
features and specifications like, smart key, LED daytime running lights, cruise control and
speed limiting function, top class safety features, rear parking assist at very affordable price.
Category of Vehicles sold in Brazil in 2019
REFERENCES:

https://en.wikipedia.org/wiki/Hyundai_Motor_India_Limited

https://indianautosblog.com/india-made-2018-hyundai-accent-hyundai-verna-launched-
middle-east-p302125

https://auto.economictimes.indiatimes.com/news/passenger-vehicle/cars/new-car-
registrations-in-brazil-off-76-in-april/75545461

https://auto.hindustantimes.com/auto/news/south-african-car-sales-at-record-low-
show-economy-s-lockdown-pain-41588658498277.html

https://www.mordorintelligence.com/industry-reports/south-america-automotive-
industry-outlook

https://www.statista.com/statistics/620624/best-selling-car-and-light-commercial-
vehicle-types-brazil/