Hyundai India An Able Challenger to Maruti Suzuki?

Case study of Hyundai India An Able Challenger to Maruti Suzuki?

Hyundai Motor India Limited (HMIL) has emerged as a formidable contender in the Indian automobile market, posing a significant challenge to the long-standing leader, Maruti Suzuki. In this blog post, we will delve into the strategies adopted by HMIL to penetrate the market and analyze whether it can sustain its position as the second largest automobile manufacturer in India.

Background Note:

Operating in a foreign market with distinct consumer tastes and preferences presents unique challenges for companies. Hyundai recognized this when it entered the Indian market in 1996. The company strategically tailored its products and services to cater to the needs and aspirations of Indian consumers.

On a March:

HMIL’s success in India can be attributed to its targeted approach to different market segments. Rather than competing head-on with Maruti Suzuki across all segments, Hyundai focused on capturing the top end of the market. By launching premium models with advanced features and aesthetics, the company garnered attention and admiration from car enthusiasts seeking luxury and style.

Targeting the Top End of the Market:

Hyundai’s strategy to position itself as a premium brand paid off. The company introduced models like the Hyundai Creta and the Hyundai Verna, which offered superior performance, comfort, and innovative features. By tapping into the aspirational desires of Indian consumers, Hyundai managed to carve out a niche for itself and gained a significant market share in the upper segments.

Better Service:

Apart from product differentiation, Hyundai also focused on providing exceptional customer service. The company established a wide network of service centers and trained technicians to ensure timely and efficient after-sales support. This commitment to customer satisfaction created a positive perception of the brand and contributed to its success.

An Able Challenger or a Laggard?

While HMIL has made remarkable progress in the Indian market, sustaining its position as the second largest automobile manufacturer will not be without challenges. Competitors, including Tata Motors and Mahindra & Mahindra, have been increasing their market share with competitive pricing and aggressive marketing strategies. Moreover, the entry of new players like Kia Motors has intensified the competition, forcing Hyundai to stay on its toes. 

The Road Ahead:

To maintain its position and continue growing, HMIL needs to adopt a proactive approach. The company should focus on innovation and research to bring more technologically advanced and environmentally friendly vehicles to the market. Additionally, diversifying its product portfolio to cater to a wider customer base could help HMIL mitigate the risk of being overly dependent on specific segments.


Hyundai Motor India Limited has proven itself to be a worthy challenger to Maruti Suzuki, capitalizing on market segmentation and offering premium products and services. However, to sustain its position and withstand the evolving competition, HMIL must stay agile, continuously innovate, and adapt to changing consumer preferences. By doing so, Hyundai can solidify its position in the Indian automobile market and pave the way for a promising future. Also get to know about Mercedes-Benz India: Approach to Capturing a Younger Segment case study