HYUNDAI INDIA MOTORS LTD.

Introduction
‡ The beginning of Hyundai Motor Company dates to April 1946 when founder, Ju-Yung Chung established Hyundai Auto Service in Seoul, South Korea at the age of 31 years. The name Hyundai was chosen for its meaning which in English translates to ³modern.´ The Hyundai logo is symbolic of the company's desire to expand. The oval shape represents the company's global expansion and the stylized "H" is symbolic of two people (the company and customer) shaking hands.

‡ Hyundai Motor Company was founded by Ju-Yung Chung and younger brother Se-Yung Chung in December 1967. In 1968 the company entered into a contract with Ford motor company to assemble the Ford Cortina and Granada for the South Korean market and continued to produce them until 1976. Hyundai completed construction of the Ulsan plant in six months and achieved the shortest groundbreaking to first commercial production of any of Ford¶s 118 plants. The eight year journey provided Hyundai with assembly knowledge, blueprints, technical specifications, production manuals, and trained Hyundai engineers.

Hyundai History & Development
‡ Established in 1967, Hyundai is presently South Korea¶s #1 carmaker, manufacturing dozens of models of cars, vans, and minivans ‡ Throughout the past two decades, Hyundai introduced various models: Pony, Excel, Scoupe, Sonata, and Accent. ‡ In 1990, Hyundai introduced its own engine design, the Alpha. Two years later, it introduced its secondgeneration engine, the Beta. ‡ Acquired a 51% stake in Kia Motors in 1998 ‡ In 2001, Hyundai sold a 9% stake to DaimlerChrysler to strengthen its global market position and to boost sales abroad

‡ In 2003, according to Consumer Reports, Hyundai¶s reliability rankings tied Honda¶s. ‡ In 2005, Hyundai authorized Ed Voyles' Hyundai dealership in Smyrna, Georgia to become the first "deaf friendly" dealership in the entire world. The staff in this dealership are able to accommodate deaf customers with the use of American Sign Language and video conferencing phones. ‡ In 2006, J.D. Power and Associates' quality ranking, overall the Hyundai brand ranked 3rd, just behind Porsche and Lexus, and beating long time rival Toyota

The brand overall is ranked much higher than the average industry and resale value continues to improve. according to Kelley Blue Book Pricing 2006 . a comparable 2003 Hyundai Sonata sedan ranks just $2200 below a similarly equipped Honda Accord.

Global Presence Europe ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Albania Armenia Austria Azerbaijan Belarus Belgium Bosnia Bulgaria Croatia Cyprus .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Czech Denmark Estonia Finland France Georgia Germany Gibraltar Greece Holland Hungary Iceland Ireland Italy .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Kazakhstan Kyrgyzstan Latvia Lithuania Macedonia Malta Moldova Norway Poland Portugal Romania Russia Serbia .

Ukraine Uzbekistan .‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Slovenia Spain Sweden Switzerland Turkey Turkmenistan U.K.

Middle East ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Afghanistan Bahrain Iran Iraq Israel Jordan Kuwait Lebanon Oman Palestine .

A.‡ ‡ ‡ ‡ ‡ Qatar Saudi Arabia Syria U. Yemen .E.

R.Africa ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Algeria Angola Benin Brukina Faso Cameroon Canary Islands Central Africa Ceuta Congo D.Congo .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Djibouti Egypt Ethiopia Gabon Gambia Ghana Ivory Coast Kenya Liberia Libya Madagascar Malawi Mali .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Mauritius Morocco Mozambique Nigeria Reunion Rwanda Sao Tome and Principe Senegal South Africa Sudan Tanzania Togo .

North America ‡ Canada ‡ USA Central & South America Antigua Argentina Aruba Bahamas Barbados Bermuda Bolivia Brazil ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Cayman Chile Colombia Costa Rica Cuba Curacao Dominica Dominican Republic Ecuador El Salvador Fr.Guyana Grenada .

Kitts .‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Guadeloupe Guatemala Haiti Honduras Jamaica Martinique Mexico Nicaragua Panama Paraguay Puerto Rico St.

Asia & Pacific ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ American Samoa Australia Bangladesh Bhutan Brunei Cambodia China Fiji French Polynesia Guam Hongkong India .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Indonesia Japan Korea Laos Macau Malaysia Mongolia Nepal New Caledonia NewZealand P.N. Pakistan Philippines ..

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Saipan Singapore Solomon Islands Sri Lanka Taiwan Thailand Vanuatu Vietnam Western Samoa .

HYUNDAI GLOBAL SEGMENT CARS ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Model lineup Excel Accent Atos/Santro Azera Dynasty Elantra Equus/Centennial (joint project of Hyundai and Mitsubishi) Genesis Genesis Coupe .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Click/Getz Grandeur (joint project of Hyundai and Mitsubishi) Grandeur XG/XG300/XG350 Grandeur/Azera Matrix/Lavita Santamo(Rebadged Mitsubishi Chariot) (Originally produced by Hyundai Precision Industry) Sonata/i40 Tiburon/Coupé/Tuscani i30 i20 i10 .

‡ SUVs and Vans ‡ Entourage (Similar to the Kia Sedona) ‡ Galloper (Rebadged Mitsubishi Pajero) (Originally produced by Hyundai Precision Industry) ‡ Grace (1st generation was a rebadged Mitsubishi Delica) ‡ H-1/Satellite/Starex/Libero/H-200 ‡ Hyundai H-1/iMax/i800 ‡ Hyundai H-100 Grace / Porter ‡ HD1000 (Minibus/Porter) ‡ Porter (1st generation was a rebadged Mitsubishi Delica) ‡ Santa Fe .

Commercial vehicles Ford D Series Ford DK Series Ford R Series O303 Benz Bus HM 1620 urban bus HM 1630 suburban bus Hyundai 4.5 to 5-ton truck (Rebadged Mitsubishi Fuso Fighter) ‡ Hyundai 8 to 25-ton truck (Rebadged Mitsubishi Fuso Super Great) ‡ Aero (Rebadged Mitsubishi Fuso Aero Bus) ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ .

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Hyundai FB HD160 HD170 Mega Truck New Power Truck Mighty (Rebadged Mitsubishi Fuso Canter) Mighty II Hyundai RB Super Truck Medium Super Truck Trago Universe .

Hyundai Car Segment In India ‡ Santro .

‡ Getz .

‡ i 10 .

‡ i 20 .

‡ Accent .

‡ Verna .

‡ Elantra .

‡ Sonata .

‡ Tucson .

the GOI dictated as to what type of vehicle the two companies should manufacture. This was the result of Government of India's (GOI) decision to keep the car industry tightly protected. the car market had just two models to offer . . For HM and PA. No other domestic or foreign car manufacturer was allowed to enter the Indian car industry.the sturdy 'Ambassador' from Hindustan Motors (HM) and the sleek 'Fiat' from Premier Automobiles (PA).The Indian Car Market ‡ For a long time after India became independent in 1947.

As a result.989 units.5 per cent.714 units and in the next two decades. This affected the growth of the industry. which meant that the Compound Annual Growth Rate (AGR) was just 3. car prices remained high while quality was inferior.The restriction on foreign collaboration led to poor technological improvements in Indian cars. The demand for cars in 1960 was 15. this rose to 30. .

As manufacturing a small and affordable car required better technology than was available indigenously. MUL launched the µMaruti 800'. targeting the Indian middle class. The government formed a joint venture with Suzuki and founded Maruti Udyog Limited (MUL). Suzuki. It held 74% and Suzuki got 26% equity stake in MUL.In the 1980s. priced at Rs 40. In 1983.000. . the GOI felt the need to introduce an affordable small car.. the government tied up with the noted Japanese company..

Hyundai's Entry in India ‡ One of the major players that entered the Indian car market was HMC through its subsidiary HMIL. The company's officials talked to vendors. the company closely studied the industry for a year. Before making its move. dealers and customers to get a thorough knowledge of the industry .

Hyundai Elantra. Hyundai sells several models in India as of the 2009 model year.‡ Hyundai is currently the second largest carmaker and largest auto exporter in India.It is making India the global manufacturing base for small cars. Hyundai Accent. Hyundai Tucson. and the Hyundai Sonata. Hyundai Getz. Other models include Hyundai Santro. second generation Hyundai Verna. . one of the most popular being the Hyundai i10 and the Hyundai i20.

Studying the Indian Consumer Psyche ‡ In the late 1990s. car manufacturers like Ford. and Fiat were faring miserably in the Indian market. which has South Korean origins. . Daewoo and Telco were creating hype over the impending launches of their cars Matiz and Indica. It was a big gamble to go ahead with the launch of the small car ±Santro. General Motors. the top management of Hyundai Motor India Ltd. Maruti had a market share of a whopping 79 percent in the passenger car segment. respectively. had a tough decision to make. In such a scenario.

In the pre-launch period in late 1997. the company commissioned market research project to understand the Indian consumer psyche and specify a benchmark for the pricing policy. .‡ The Hyundai management stuck to a simple strategy± launch a quality product in the most promising segment with the latest technology and price it aggressively.

Marketing Santro ‡ Santro received an encouraging feedback from customers who appreciated its unique design that gave more headroom and facilitated easy entry and exit.. ..

MARKETING STRATEGIES ‡ Hyundai tied up with the advertising agency Saatchi ‡ Shah Rukh Khan as Brand ambassador Three-pronged Strategy was desinged to attract the consumer: ‡ Educate Indian Consumers about Hyundai ‡ Create hype and expectations about the Santro ‡ Explain the virtues of the Santro .

Hyundai closed the calendar year 1998 with sales of 8. The next year (October 1998-August 1999) saw Hyundai consolidating its market share.The success story ‡ September 23. There was an unprecedented rush for bookings in spite of the fact that Hyundai was accepting bookings only against full payment for the car and booking was opened only for a few days. 1998 saw the launch of the Santro.447. as these figures of monthly sales show: .

Within a year of its launch. Hyundaihas consistently taken the no. ‡ Ever since the historic launch of the Santro. the cumulative sales during October 1998-August 1999 were 42. The launch of the Daewoo Matiz and the TATA Indica failed to dampen the demand for the Santro.1 spot in all the segments of the passenger car industry in which it had launched a product.‡ Thus. the Santro had dislodged the Maruti Zen as the no. This accounted for 30 per cent of the market share in the small car segment and 10 per cent of the overall auto industry.1 car in its category and slipped in behind Maruti Suzuki as the no.2 car manufacturer in India. . Santro stands tall undisputedly market leader in the compact car segment.283 units.

To cash in. . Telco re-launched its 'Indica' by introducing several new features and solving the glitches in the original model.Launch of Accent ‡ By mid 1999... the major players realized that the 'B' segment would be the fastest growing in the car industry.

Repositioning Santro ‡ By late 2002. MUL commanded the largest market share in this segment due to the combined sale of its three cars Zen.. . the competition in the B segment had increased significantly. Although HMIL's Santro remained the largest selling car in the B segment. Wagon R and Alto.. MUL's Alto which was launched in October 2000 had received a good response.

.65 bn in the fiscal 2002-03.. .Status in 2004 ‡ The financial year 2003-04 ended on a positive note for HMIL. The company achieved revenues of Rs 50 bn and profit after tax (PAT) of Rs. 1.90 bn in the financial year 2003-04 compared to Rs 43 bn revenues and PAT of Rs 1.

.The Challenges Ahead ‡ During the period January to June 2004. .. Santro lost its leadership status in the B segment.

5% growth as compared to last November.5% ‡ Hyundai Motor India Ltd.8% ‡ Cumulative growth up 28.Recent Happening ‡ Domestic sales surge by 92. The cumulative sales accounted for 55.162 units this month registering a growth of 92. The domestic market was the biggest gainer as it almost doubled its sales to 28. 2009.8% over the same month last year. .265 units which reflect a 28. the country¶s second largest car manufacturer and the largest passenger car exporter registered record cumulative sales for the month ending November 30.

6% as compared to the same period last year.6% .8% and accounted for 28. In September.162 units as against 14. 2009 HMIL had clocked cumulative sales of 53. 2008 registering 28.5% cumulative growth.265 units against 43. The domestic sales grew at a whopping 92.103 units as compared to 28.605 units in November. 2009 stood at an all time high of 55.020 units in November. ‡ HMIL¶s total sales for November.802 units which had been the highest till now.414 units last November ± a fall of 4.The exports however showed a slight decline as it fell by 4. 2008 while the exports dipped marginally to 27.

A3 Segment (Accent & Verna) 4. . 2009 sales Arvind Saxena.748 units. Sr.´ ‡ The segment-wise cumulative sales in the month of November.‡ Commenting on November. i10. Vice President . We hope the economy will continue on a growth trajectory as it will help the Indian automotive industry to maintain a double digit growth figure.501 units.Marketing and Sales. Getz & i20) 50. and SUV Segment (Tucson) 1 unit. HMIL said. 2009 are as follows: A2 Segment (Santro. A5 Segment (Sonata Transform) 15 units. ³The overall economic scenario has been positive and this has translated in to more footfalls in the showroom and higher automobile sales as indicated by this month¶s figures.