By S.M. Boothem

Hyundai Motor India (HMI) enters the micro-SUV segment with the introduction of Exter, becoming the only auto brand in India to offer an SUV in six segments. The new Exter will compete with Tata Motors’ Punch, which currently sells around 10,000 units per month, indicating significant growth potential in this segment. Exter is ideally positioned to attract new buyers and gain market share in the entry-level SUV segment.

Hyundai has been aggressively promoting its products through various branding activities. In its initial launch of the Santro in India, Hyundai enlisted Bollywood actor Shahrukh Khan as brand ambassador, and this partnership continues to grow stronger. The company’s branding initiatives extend beyond a single segment and cover various areas. 

Earlier this year, HMI partnered with Indian women cricketers Smriti Mandhana, Shafali Verma, Jemimah Rodrigues, Yastika Bhatia, and Renuka Singh as brand ambassadors to support women in sports and promote their new campaign. The campaign showcases their hard work and motivates young individuals. The latest addition to Hyundai’s brand-building efforts is cricketer Hardik Pandya, exclusively endorsing the Hyundai Exter. 

The season of SUVs

Sports Utility Vehicles (SUVs) continue to be highly popular among Indian customers, with increasing demand. The industry’s monthly average sales of SUVs were 62,924 units in 2019, 98,595 units in 2021, and 154,947 units in 2023. Hyundai’s contribution to the SUV segment in terms of monthly average sales was 14,287 units, 21,049 units, and 26,809 units during the same period. Despite new launches from other car manufacturers, HMI’s flagship brand, the Creta remains dominant in the Indian SUV market, with 14,447 units sold in June 2023.

“Hyundai Motor India has always set new benchmarks in the industry with its revolutionary products and technologies. Once again, with Exter, we are proud to introduce an SUV that embodies Hyundai’s commitment to innovative design, intelligent technology, and exceptional performance. With its modern and confident exterior, cutting-edge technology, and unparalleled safety features, Hyundai Exter is poised to redefine this fast-growing entry-level segment,” said Unsoo Kim, MD & CEO of HMI.

The Exter offers an extensive range of features to meet the evolving needs of modern customers, ensuring ease of driving, comfort, and safety. Its spacious cabin reflects a unique tall stance and long wheelbase, providing easy ingress and egress, ample knee and legroom, a relaxed seating position, and generous headroom and shoulder room for both short and long journeys.

Notably, the Exter sets a milestone as India’s first entry-level SUV to offer six airbags as standard across all trims. It is available with three powertrain options: the 1.2-litre Kappa petrol (E20 fuel-ready) with a choice of 5-speed MT and smart auto AMT, and the 1.2-litre bi-fuel Kappa petrol and CNG. Prices range between Rs5,99,900-Rs9,99,990 (introductory price).