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The meaning of desire means the desire or hope that has been cherished from a long time ago. It is a Hyundai Motor Company aiming for success with an overwhelming market share in the domestic auto market. This may sound uncaring, but Hyundai wants it. It is the success in the overseas markets. As models from other overseas manufacturers are firmly established and Hyundai is a laggard, achieving maximum sales volume was seen as a difficult goal.
However, news has come that Crete is the number 1 sales volume in the Indian auto market and Hyundai has finally been able to achieve success in the overseas market. In particular, a feat obtained by defeating the Breeze of Maruti Suzuki, the undisputed leader. Today’s AutoPost Issue Plus takes a step towards Crete, which is number one in the Indian market.
Written Publisher Park Joon-hyuk
Dedicated model for the Indian market of ix25
Crete
It was 2014 when small SUVs were very popular all over the world. In the domestic market, Renault Samsung’s QM3 and Ssangyong Motor’s Tivoli dominated. As a result, Hyundai Motor, which felt a sense of crisis, targeted the Chinese market rather than the domestic market. It is based on the second generation i20 and the design is the ix25, which continued the Santa Fe at the time.
The ix25, which performed well in China, was released by switching to Crete, a model dedicated to developing countries, especially India, as the small SUV market has grown. By changing the version to a cheaper version than the ix25, it caters to the Indian market with a value for money.
Complete change
The second generation model appeared
In 2019 Crete will release a new model that has undergone a complete change. Unlike the previous model, which was unveiled at the Shanghai Motor Show in 2019 and has a similar design to that of Santa Fe, it actively uses design elements such as the detachable Palisade headlight and vertical daytime running lights.
Unlike the Chinese market, which only sells 1.5-liter smartstream petrol engines, the Indian market also sells diesel models. Unlike competing manufacturers who said they were withdrawing diesel engines from the Indian market, where environmental regulations have been tightened, Hyundai Motors was introducing diesel engines, absorbing consumers in diesel demand and increasing sales.
The firm leader in the Indian market
The small SUV market on which Brezza held firm
India is the fifth largest automobile manufacturer in the world after China, the United States, Japan and Germany. Moreover, it is also a country whose recent appearance shows a sharp increase among the countries mentioned above. In particular, Indian consumers who prefer practical vehicles have recently turned their attention to small SUVs from their preference for small cars and sedans.
Amidst the competition between Ford Ecosport, Honda WR-V and Tata Nexon, is Maruti Suzuki’s Breeze, a native Indian manufacturer, which has overwhelming sales. It is also considered the representative SUV of India with the largest market share for a long time. By beating this breeze, the new Creta has risen to the top of the small SUV market.
New Crete from May
Be first
The new Creta was launched on the Indian market in mid-March of this year. However, due to the Corona 19 outbreak, it was stagnant enough that it could not sell properly in April, but it quickly turned into a recovery trend, overtaking Brezza and taking the top spot in the small SUV market. It sold 1,242 units since May, 4,129 units in June and 6,734 units in July.
It sold 11,758 units in August, 12,325 units in September and 14,023 units in October, continuing to increase sales. In addition, it has become the most popular model not only in the small SUV market, but also in the entire SUV market.
Also Seltos and Sonnet
Support
In a situation where Crete is doing well, Kia Motors supports Crete by launching Seltos and Sonnet. Seltos was launched in the Indian market in the second half of 2019 with the claim of being the “first Kia Motors of India”. Just launched, Seltos, which took first place in the domestic market, is seeing good sales in the Indian market, after Crete.
Kia Motors, which maintains a good atmosphere thanks to Seltos, is concentrating its firepower by launching Sonnet in the Indian market. It was produced sharing the same platform as Venue. Sonnet made a good start, receiving orders for 6,523 units in a single pre-contract day and over the next two months the cumulative number of orders exceeded 50,000 units.
Heunghaera Crete
The support response continues
What was the reaction of netizens who saw Crete, the number one sales volume in the Indian market? “Heunghaera Crete”, “I was happy and proud to see Korean tea from abroad”, “The design is good and the body stiffness is known to be the strongest in India, so it is popular. I hope it will be widely sold. in other regions of Southeast Asia “.
Also, the reaction of introducing Crete into the domestic market, such as “Instead of vague places or stonys, bring Crete into the domestic market” and “Introduce a model that sells well abroad directly into the domestic market” and “Crete is a localized model. Therefore, there was a reaction and a conflict that it was not necessary to introduce Crete, a local strategy model, such as “I don’t know why I want to introduce a local strategy model, not discrimination of domestic demand” and so on.
The best model in terms of cost and performance
Under evaluation
As mentioned above, the Indian market is opposed to Korea and the practical models are becoming more popular. Previously, small cars and sedans had a lot of choices, and recently, small SUVs with more space than the two models are getting a lot of choices.
Thanks to the careful localization that has always been well received by Hyundai Motor Company in overseas markets, it is rated as the best budget model because it has better marketability, superior interior finishing materials and spacious interior spaces than competing models. This has resulted in a high sales volume.
Digging into the void
diesel
In the Indian market, existing competitive models are no longer releasing diesel engines due to the tightening of environmentally friendly regulations in the country. However, Hyundai Motor Company is actively releasing diesel models making it an opportunity.
In India, oil prices are managed by the government. Due to the large terrain and a large number of logistical movements, the price of diesel is more than 30% cheaper than the price of gasoline, so there is a lot of demand for diesel models. Hyundai Motors aimed at this gap and showed that diesel engines were selling more than gasoline engines.
active
New offensive car
The aggressive offensive for new cars also plays a role. Thanks to the continued success of Crete, Kia Motors has launched Seltos and Sonnet. The image of Hyundai-Kia Motors’ expanded base and good value for money has been added and, by ensuring a variety of lineups, has provided more options to Indian consumers.
Additionally, Kia Motors’ minivan Carnival has been launched in the Indian market and is actively launching a new automotive offensive. Carnival showed a smooth start, registering 1,410 units on the first day of the contract despite the relatively high price compared to other models.
Praise from overseas markets,
It should also be received in the internal market
This is Hyundai-Kia Motors which is receiving praise and applause in overseas markets. It is a proud thing as a local citizen that Korean companies have built a good image overseas and are getting good grades. This is because it is to increase the nationality of Korea.
However, in the internal market, the voices of criticism rather than praise and applause are growing. Rather, it is a situation in which the praise of the foreign market is also answered by saying: “What happened due to internal discrimination”. When the domestic market is strong, the foreign market also performs better. This is a situation that requires good quality and a sincere response in the internal market. It was Auto Post Issue Plus.
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