Why is #hyundaiindia launching N line cars in India? In 2023, Hyundai sold a modest 10,000 units of its i20 and Venue N Line models in India, a mere 5% of their regular offerings. But for me the N Line is extremely successful. Let me explain. To understand its significance, let's rewind to #hyundai 's humble beginnings. Back in 1986, when the Excel hit American shores, Hyundai's reputation mirrored its budget-friendly car – cheap and lacking in quality. Hyundai worked tirelessly to enhance their quality and began offering value-for-money products. In doing so, they successfully solved that piece of the puzzle. The audience's perception of Hyundai echoed this transformation. There was rational praise for its affordability and quality, but it lacked emotional resonance. This is an interesting puzzle to solve, and I would argue that it's more crucial than anything else. Enter the N Line – Hyundai's answer to the perception puzzle. Launched in India in 2021, it aimed to revamp the brand's image and attract a younger demographic. And the strategy seems to be working. We need to give full credit to Hyundai because N Line cars aren't just cosmetic updates; they feature stiffened chassis and powerful engines, which are now attracting buyers. Hyundai is crafting an experience, tapping into the aspirations of an enthusiastic automotive community. With the launch of the Creta N, the most important product for Hyundai, N line cars will slowly become mainstream and the brand image will change - slow and steady. Brilliant move Hyundai.
I think perception shifts happened in multiple directions for Hyundai: - The first N-Line was with the i20. Hyundai tried to commoditise the N-Line. The N-line had both iMT and DCT. So did the regular i20. It was hard to see the difference. - The i20 then got a facelift. Hyundai ensured iMTs are knocked off, not just in the i20 but across the range. - The facelift i20 didn't get the 1L Turbo petrol option at all. Just 1.2L Kappa petrol with MT/IVT. Once this stage was set, then came in the N-lines with the 1L Turbo petrol + 6MT / DCT. - Now there's nuanced product differences between regular i20 / i20 N. It helps the buyer make the decision, understand the difference. While it works for the i20 N-line now after these configurations, I think the product nuances are much weaker between the Venue / Venue N. And I'm not sure how the Creta N-Line would be received as well.
EGE GÜR
9mo
Great insights Prafful!
Founder, AMPY
9moAll that, plus the cooler cousin Kia proving that there’s still going to be buyers for a “premium” experience.