Following the launch of Getz Prime in April this year, Hyundai Motor India has now rolled out yet another hatchback car, i10. This is the first car from Hyundai that makes its world debut in India, which will be the sole production and export hub for the car. The company plans to produce 230,000 units of its new hatchback model as it seeks to make India its biggest overseas production hub. Priced between Rs 3.39 lakh and Rs 4.9 lakh for the domestic market, i10 will be exported to more than 75 countries from next year.
According to Jae Kook Choi, President, Hyundai Motor Company, “Hyundai Motor India is poised to play a very important role in India, as also in Hyundai Motor Company’s global plan. We hope that with India becoming the hub for small cars, we would see a significant increase in the company’s presence in many more countries. We are proud of the i10 as it brings the best of Hyundai’s design and technology, and I am confident that it will be a big success.”
The launch of the i10 symbolises the second phase of operations for Hyundai Motor India in India after it entered India with the launch of Santro in 1998. Wholly owned by South Korea's Hyundai Motor Company, Hyundai Motor India currently enjoys a market share of over 18 per cent and is poised to grow to 20 per cent in the next calendar year. The company currently manufactures Santro Xing, premium luxury car Sonata Embera and SUV Tucson.
H S Lheem, Managing Director, Hyundai Motor India, added, “The i10 symbolises what Hyundai Motor India stands for – great design, latest technology and performance with a price tag which is affordable. We also plan to bring out two new models every year for the Indian market as well as the worldwide distributors.”
According to Arvind Saxena, Vice President-Sales and Marketing, Hyundai Motor India, "With i10 there will be a paradigm shift in the way India looks at compact cars. We are targeting the age group of 25-35 for this new car, who are stylish and young at heart.”
Hyundai Motor India’s in-house agency Innocean will handle the marketing campaign for i10. Vivek Srivastava, Joint Managing Director, Innocean, said that the campaigns for i10 would roll out from November 1, with print and outdoor campaigns. A new TVC featuring Hyundai ambassador Shah Rukh Khan will hit television on November 5. “Our TVC and other brand communication for i10 feature Shah Rukh Khan as a stylish youth icon. His portrayal smacks of wit and attitude. The entire communication platform and expressions are laced with envy as a competitive tension. The brand essence is summed up in the catch phrase ‘Catch the I’,” explained Srivastava.
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