Hyundai rolled out the sixth generation (global) of its sedan Elantra in India on 23 August. In India, it’s the third generation of the car, which plays in the D-segment. The segment comprises cars like Toyota Corolla Altis, Chevrolet Cruze and Skoda Octavia, in the price band of around Rs 15 to Rs 22 lakh.
Speaking with Campaign India, Punit Anand, general manager (marketing) and group head, Hyundai Motor India, said, “The segment hasn’t really been in focus and we have not seen any new launch in it since 2014. The numbers for the segment in all have been coming down. But, we are confident with this product. We are looking to sell about 300 to 400 cars every month, which will give us 30 to 35 per cent market share.”
The last time Elantra sold over 300 units was in April 2015, its best month in the calendar year. From January to June 2016, sales touched double digits in February (114) and June (112). (Source: Autocar Professional.)
Currently, the Toyota Corolla Altis is market leader with around 40 to 45 per cent share, informed Anand. Hyundai's aim is to eventually be market leader.
“We are hoping to achieve market leadership in this segment. We want to look to challenge the best in this segment. The kind of product we have, it’ll redefine the segment, but it won't happen overnight,” he added.
To help achieve the turnaround, the sixth generation Elantra has been positioned on the premise of ‘Prestige redefined’, targeting affluent urban India. An integrated campaign includes a TVC conceptualised by Innocean Worldwide.
Anand explained, “The TVC is different compared to our previous ones. This one focuses more towards lifestyle. It shows the riches of Maharajas and princely states and how they celebrate victories. We’ve shown palaces, lakes, etc. to show the prestige story. Even the models (in the film) and the colour of cars have been unique and upscale.”
The brand has also created a ‘360 experience’ digital test drive with Shah Rukh Khan on social media. This is being extended on ground to mall activations, where using head gear, those who sit in the car will see Khan taking them through the new Elantra's features.
Anand added that this is just the start of the marketing season for Hyundai. The company has 10 models in the market currently.
He added, “Some of the cars are for volume and growth, while some are image drivers. We’ll give support to all of them in the coming months.”