Hyundai Targets Revival with New SUVs and India-Made EV by 2025

Hyundai Motor, once the dominant foreign automaker in India, is determined to regain its lost ground in the country’s rapidly evolving automotive landscape. The South Korean giant is embarking on an ambitious product offensive, backed by a planned $3 billion public listing of its Indian subsidiary, to fend off increasingly formidable domestic rivals.

The company’s strategy revolves around a multi-pronged approach that aims to address the shifting consumer preferences and intensifying competition in the world’s third-largest car market.

At the heart of Hyundai’s revival plan is a promise to introduce a slew of new SUV models, including its first India-made electric vehicle (EV) early next year, followed by at least two additional gasoline-powered SUVs by 2026. This product onslaught is part of the company’s broader efforts to strengthen its presence in the high-margin SUV segment, which has become the hottest-selling vehicle category in India, displacing the once-favored small cars.

Hyundai’s market share in India has been on a gradual decline, dropping from 17.5% four years ago to 14.6% currently, as domestic giants like Tata Motors and Mahindra & Mahindra have gained ground with their own range of SUV offerings. Meanwhile, Toyota, another major foreign rival, has also seen its share rise to 6% from 4% over the same period.

V G Ramakrishnan, a management expert, acknowledged Hyundai’s challenging position in the Indian market. He noted that the company’s primary focus should be on retaining its market share, and the only way to achieve this is through a faster rollout of new products.

To address this challenge, Hyundai has outlined an ambitious product pipeline that includes not just the introduction of new SUVs, but also a strategic shift towards higher-margin offerings. The company’s plan to list its Indian subsidiary on the local stock exchanges, seeking to raise $3 billion, underscores its bullish outlook on the country’s automotive market.

In April, during his visit to India, Euisun Chung, the Executive Chair of Hyundai Motor Group, expressed the company’s pride in consistently securing the second-largest market share in the country’s dynamic automotive landscape.

The introduction of Hyundai’s first India-made EV in 2025 will be followed by four more EV models by the end of the decade, as the company evaluates plans to establish the country as a regional EV export hub. This move aligns with Hyundai’s broader strategy to boost its global sales by 30% by 2030, with a focus on higher-priced, premium vehicles.

In the gasoline-powered segment, Hyundai’s upcoming launches include a crossover model based on its Bayon offering sold in global markets, competing against Maruti’s Fronx crossover and Tata’s Nexon SUV. The second gasoline-powered SUV is expected to be larger than the popular Creta model and will likely compete with Mahindra’s XUV700.

The new SUV models are expected to contribute around 120,000 additional units per year to Hyundai’s sales in India, further reinforcing the company’s position in the market.

However, Hyundai’s rivals are also not standing still. Tata Motors, the country’s top-selling EV maker with a market share of over 75%, has announced plans to launch five more EVs over the next three to four years, taking its total EV portfolio to 10. Mahindra, another prominent domestic player, has plans to introduce seven electric SUVs and six new gasoline-powered SUVs by the end of the decade.

An Indian supplier to Hyundai cautioned that the strategies that have worked for the company in the past may not be sufficient to secure its future success. The Indian supplier to Hyundai cautioned that the strategies that have worked for the company in the past may not be sufficient to secure its future success. An Indian supplier to Hyundai cautioned that the strategies that have worked for the company in the past may not be sufficient for its future success.

Regaining its lost ground will require Hyundai to strike a delicate balance between market share and profitability. The company’s “premiumization” strategy, which has helped it record some of the highest profit margins among its peers in India, has come at the cost of sales volumes.

As Hyundai prepares for its public listing, the company will need to strike a careful balance between its focus on higher-margin offerings and maintaining its market share. “If there is a drop in either sales or profits, the company can be questioned by shareholders,” cautioned management expert V.G. Ramakrishnan.

Hyundai’s journey in India has been a rollercoaster ride. From its early success with affordable hatchbacks like the Santro to its recent dominance in the SUV segment, the company has navigated the challenges of this dynamic market. Now, as it embarks on a new phase of growth, Hyundai faces the crucial task of reclaiming its position as the leading foreign automaker in India, while also satisfying the demands of its future public shareholders.

The image added is for representation purposes only