Maruti Suzuki had long held dominion of India’s car market since 1983; their popular models such as the Maruti 800 had long dominated road life in this subcontinental nation; more contemporary options like Maruti Zen also offered affordable motoring solutions. Hyundai entered this competitive landscape and launched their tall-boy hatchback named Santro as a means of upsetting Maruti Suzuki’s dominance of India’s market in 1998.
With its distinctive high-roofed silhouette and practical features, and thanks to an endorsement by superstar Shah Rukh Khan, the Santro not only entered the market – it caused waves! Proving an outsider could challenge Maruti Suzuki’s dominance.
At that time, Maruti 800 reigned supreme as an economical hatchback option while Zen catered more closely to those desiring more flair and performance. Meanwhile 1998 marked Tata Indica’s introduction with its “More car per car” promise; early quality issues may have hindered sales; Daewoo Matiz arrived too, though its high price point and impending financial troubles dampened any excitement it might otherwise generate; Daewoo Matiz came too; both tall-boy rivals offered taller competition; while Daewoo’s Matiz could barely compete; all this brought attention away from Santro which stood out not just because of what it offered inside; instead.
The Santro was an innovative blend of utility and strength, easily surpassing both its Indica predecessor’s rough start and Matiz’s uninspiring reception. Its unconventional styling became its calling card; setting itself apart among an industry filled with similar hatchbacks.
Hyundai Santro (1998-20)
Hyundai entered India through their Santro car in September 1998. Featuring its trademark tall-boy design that marked an abrupt break with Maruti 800 and Zen, its innovative space-efficient interior provided outstanding headroom and legroom while still having a compact footprint. Customers were lured in further thanks to features like power steering, windows power and rear defogger that proved their market acceptance. The iconic upstanding styling proved divisive but memorable; and so too were its high fuel-injection (MPFI). Hyundai believed in providing features in entry level vehicles right from its inception – market acceptance validated their belief and proved them correct!
Hyundai Santro Zip (2000-2002).
In 2000, Maruti Suzuki unveiled their Santro Zip as an evolution designed to refine and perfect their original vehicle. Engine tuning was tweaked for better drivability while power output remained at 55bhp but torque smoothness improved to make city driving more practical; bumper designs and colour choices were enhanced, cosmetic updates included new bumper designs while higher trim levels received features like body-coloured mirrors; all this helped maintain competition against rival vehicles such as Tata Indica while Maruti prepared to respond.
Hyundai Santro Zip Plus (2002-2003).
In 2002, Santro unveiled their next-gen Zip Plus car with a larger 1,086cc engine which increased output by three horsepower (to 63bhp) giving buyers looking for more excitement on highway drives while keeping its urban agility. Furthermore, some minor interior upgrades such as improved seat fabrics were introduced making for an engaging driving experience while offering power, practicality and affordability all-in-one solution. This cemented the Santro’s position as an all-purpose option capable of meeting diverse customer demands while meeting them all with finesse.
Hyundai Santro 2018-2022.
Hyundai shocked all by bringing back the Santro brand again in 2018, much to everyone’s delight. Unfortunately, however, people were taken aback as its appearance differed considerably from expectations; more closely related to Hyundai i10 than before and with price levels precariously close to that of Grand i10. But make no mistake; Santro was an outstanding car, boasting powerful engines and premium qualities throughout – it just began losing out as customers preferred SUVs or premium hatchbacks like i20 instead. Eventually discontinued completely after four years on sale.
Shah Rukh Khan: the pivot of its brand.
Starting up a brand can be challenging in markets already saturated by another name, especially where competitors dominate the space. Step one was making sure their product met customer need – something the company achieved successfully – but then came the necessity of spreading awareness around your new brand name. Hyundai needed someone in every household in India who would represent its brand – they chose Shah Rukh Khan at that momentous stage in his career, who not only helped bring Hyundai products directly into every Indian home but also provided trustworthiness that extended beyond himself and Hyundai’s advertising reach. Hyundai top-bosses were shown pressuring SRK to endorse their brand while he asked why. After several campaigns of adverts that showed Hyundai strengthening its standing in India and SRK becoming its strongest advocate over time. SRK became an outspoken supporter for Santro brand over this past year and remains loyal supporter.
