We want to break all conventions and redefine innovation: Puneet Anand, Hyundai India
Puneet Anand, Senior General Manager & Group Head (Marketing), Hyundai Motor tells us more about the new product VENUE, marketing plans and the kind of innovation the company has used
Hyundai Motor India is all set to roll out its most awaited product in the market, “VENUE”. The upcoming Hyundai Venue is a subcompact SUV which can give a tough competition to segment leader Maruti Suzuki’s Brezza. It will also compete with the likes of Ford EcoSport, Tata Nexon, Mahindra XUV300 and the Honda WR-V as well.
With this new car, the company has added many segment-first features to make life easier for the consumer. It’s a global product and was showcased in India on a Mumbai to Goa cruise last week. The official launch will take place on 21st May.
Puneet Anand, Senior General Manager & Group Head (Marketing), Hyundai Motor India Limited spoke to exchange4media about the new product, marketing plans for the Venue, the kind of innovation the company has used and more.
Why the name "VENUE"? What was the rationale behind this?
Today cars are the 3rd most important space in our lives after home and work. We want our car to reflect our personality, to represent who we are. VENUE symbolizes a 3rd space which is a trendy, stylish and unique place that people want to be seen in.
Furthermore, there is a deeper connection with the iGen and the new millennial customers as the name seeks to demonstrate their lifestyle of being connected, of exploring and achieving new challenges. Hyundai VENUE vouches for best-in-segment technology and features for the new age connected Indians who love to experiment and are always connected.
Do you consider yourself as a late entrant in the already established sub 4 meter SUV segment?
The market for SUVs continues to grow and it will leapfrog in the time to come. Today’s generation not only wants to possess an SUV but also wants to own a carrier that is equipped with all relevant technologies at this point in time. I assure you that VENUE will be a game changer in the sub-4-meter compact SUV.
The car will bring the most practical, concrete and convenient technology available in the Indian market to make the customer's life easy. The connected car technology is built on the theme of – 'Your Connected Friend On The Go' and is extremely relevant for today’s scenario.
Who is your target audience and what are the plans to reach out to them?
VENUE will be Hyundai’s New Connected Sports Utility Vehicle for New Millennials and Urban Entrepreneurs. Hyundai is actively training a team of over 615 Blue Link Wizards who would be specialists in their field and in turn, will train over 10,000 Sales Consultants. Approximately 9,000 Dealer Service Manpower will also be trained for any customer queries related to Blue Link Services across the wide network of Hyundai dealership and service touch points.
These specialists will be able to handle any query related to the new technology. Among many firsts in the industry, Hyundai will install Blue Link Simulation app across dealerships to give their customers a connected in-car experience. This will enable the customers to have a firsthand feel of the technology.
Hyundai is betting a lot on the connectivity front. How the upcoming SUV from Hyundai's portfolio will redefine the subcompact SUV segment?
Hyundai Venue is India’s first Smart Connected SUV with the most advanced Connectivity solution- ‘Hyundai Blue Link’ which has an in-built and tamper-proof device powered by Vodafone-Idea eSIM and a Cloud-based Voice Recognition platform from Global AI (Artificial Intelligence) Company.
The Blue Link is Hyundai’s global technology which is introduced in the Indian market with 33 features out of which 10 are India specific features for most practical and holistic connectivity with Safety, Convenience, and various Vehicle Management Relationship Services. It is all set to herald a new era of smart connected cars in India. The Blue Link services will be complimentary for the first 3 years and post which customers can further renew the services.
What are the marketing initiatives the company has planned for the product?
Hyundai’s ‘Smart Marketing’ strategies include creating Hero Content, where the focus is on creating emotional and deep human connect with the audiences along with highlighting our superior Modern Premium products. Our dynamic video series highlights the Great India Journey of Hyundai VENUE under Project: #WhenYouLoveToExplore.
The series underlined the SUV’s drivability in enduring high latitudes and extreme weather conditions showcasing the character, strengths, and capabilities.
On what marketing mediums will the company be focussing the most?
We have further planned a 360-degree integrated marketing campaign for Hyundai VENUE that will appeal to our target audience at every touch point be it print/online/ digital/ TV. Our preview of Hyundai VENUE amidst the Arabian Sea at a luxury Cruise has been the most unique one in the industry so far.
With VENUE we want to break all conventions and redefine innovation in true sense.
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