War Begins Between Maruti & Hyundai, Later Heavily Bets on a Marketing Campaign - Indian Cars News

Rivalry between Maruti Suzuki and Hyundai Motors has been a long lasting issue in Indian automotive industry as both the carmakers have been fighting against each other’s likes for supremacy in small car segment. With Maruti Alto 800, garnering huge chunk of volumes, Hyundai has started advertising its small car Hyundai Eon through a marketing campaign ‘Trendsetter V/s Follower‘.  Doing extremely well with its newly launched Alto 800, Maruti is yet to react; Hyundai is ardent in promoting Eon’s advantages.

 
Elaborating the facts related to this campaign, Hyundai vice-president (marketing & sales) Rakesh Srivastava said that the campaign displays the value proposition of Eon, which is the youngest brand in the entry level car segment and is based on thriving Fluidic design philosophy. Moreover, the promoting activities are intended to let the customers know about styling, space and safety features of Hyundai Eon, he added.

 
Eon has played a key role in increasing Hyundai’s market share from last year’s 17% to 23.8% in April to October 2012. Alto has been number one selling car in Indian market over a decade. Though due to unfavourable market conditions, high interest rates and high inflation, Alto lost some market share and volume to EON, still it is leading the segment. With three different Alto variants including Alto, Alto 800 and the Alto K10, Maruti has managed to sell 135,590 Alto’s in April-October period, while Eon could only collect 46,956 sales volumes in the same period.

 
Coming back to Eon’s marketing campaign, it is reported that customers have been offering a cheering response that can be witnessed with more than 98,000 enquiries and 72% growth bookings against the period without the campaign.

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