Re: Hyundai to locally assemble Genesis luxury cars in India
I'm not very positive about it. I think Genesis will falter and fail.
Too many brands have tried to bring expensive cars to market and most of them have failed.
The type of styling that Genesis cars have isn't really what India likes. Their design is too busy and imho that front grill just doesn't look good. This is my opinion, others definitely could have a different one. Luxury cars need to be a bit mature and imposing, not funky or super weird.
And in a market like India, where the social class/image factor is related with the car, a Genesis just doesn't cut it. Infact if it weren't for the go-anywhere attitude, longevity, robustness and the brute image of Fortuner, even Toyota couldn't have sold it in as many numbers as it does. If people are spending 50-70 lacs on a car, they need the following:
1. Badge value.
2. Credibility and history of the brand.
3. A connection with the car(It should pull some strings)
4. Great design, features and overall a good package.
Now since Genesis doesn't have the badge value of the top 3 Germans and the JLR, it will be a tough sell.
Credibility and history of the brand: people on Team Bhp are automotive enthusiasts and we all know what Genesis is, but a layman doesn't, neither do so many "seth log" who are the target audience for a 50-100lakh rupee car.
A connection with the car: Cars like Mustang, Civic, Octavia RS, Polo GT, EcoSport, Endeavour, etc, have a place in the community of enthusiasts. And yet none of these cars are available in the market due to some reason or the other, imagine how well a car brand and models with practically zero connect with the buyer would do here.
India is a very tricky market and very few companies get it right very often for very long. Those who do, do well: like Hyundai. Those who don't get it right, try to get it right and make a turn-around: like Tata(success), Skoda(trying super hard, but still, trying nonetheless). And those who neither understand it, nor try to fix their strategy, fail miserably: like Nissan, Honda, Fiat and Renault. Very few companies come up with a superb strategy and become an instant success: like Kia, MG(Started off with a bang, but the lack of sub 4m and compact SUVs is a shame).
Indian car market isn't super diverse like that of USA or Europe. We need everything to be the best but also want it to have a hefty credibility to it.
Last edited by DeepakS : 1st April 2023 at 02:08.