By 2021 Hyundai will be introducing new car models like the Kona and Santa Fe SUVs, the new Elantra saloon and a couple of EVs, which could be retailed from new, premium dealerships.
With popularity of cars like the Baleno and Ciaz, only available at Maruti Suzuki’s upmarket Nexa dealerships, it is established that nowadays the car buying experience has become as important as the car model itself. Driven by arch-rival Maruti’s achievements, Hyundai Motor India are working on replicating the phenomenon by setting up a chain of premium dealerships for their high-end cars. According to a recent report by Team-BHP, these new-age dealerships will be up and running in the next three years.
Popular cars like the Hyundai Eon, i20, Grand i10 and the upcoming Hyundai Santro small car will continue to be sold from the standard Hyundai dealerships. While models from the Creta and above will be available from Hyundai’s premium dealerships. The line-up will also include the soon-to-be-launched Santa Fe and Elantra updates, the new Kona SUV and two electric vehicles. (Also read: Maruti Suzuki Launch ‘Quick Response Team’)
By dividing the dealership network in to two, the Korean giant will not only take the fight to Maruti Suzuki, but will also go head-to-head with Hyundai’s sister-brand – Kia Motors, who are globally renowned for their stylish and premium car models. The big question here is whether Hyundai’s premium dealerships will end up cannibalising the market of its sister-concern, similar to the situation between Renault and Nissan in India. We’ll just have to wait and watch.
