Santro ceases to be a ‘family car’; it’s now a ‘sunshine car’

Our Corporate Bureau
28 October 2002

New Delhi: Recent commercials of the Hyundai Santro featuring actors Preity Zinta and Shah Rukh Khan, also the brand ambassador for the Santro, are aimed at giving the car a new and fresh positioning, say Hyundai Motor India officials.

The promotion, worth Rs 5 crore, is now targeted at the age group of 25-30 years, from the age group of 35-45 targeted before, the officials add. Thus, the positioning of the Santro is: ‘sunshine car’ (a smart car for young people), a change from the earlier ‘family car.’

The repositioning comes ahead of the possible launch of a new-design Santro, and the super B-segment car Getz, scheduled for 2003. It is also a consequence of the changes being made in the car from time to time in the form of engine upgrading, new power steering and automatic transmission to keep the excitement alive in the highly competitive small-car market.

The officials say the approximate spend on the new campaign, created by the ad firm Satchi & Satchi, is close to Rs 5 crore. “Zinta will be the ‘sunshine girl,’ who will represent this fresh new positioning and attitude.”

An automobile industry expert says the B segment is intensely competitive and crowded with cars like the Fiat Palio, the Maruti trio of Zen, the WagonR, the Alto, and the Tata Indica. “Thus there is a need to keep the excitement about the Santro alive, as it is a four-year-old car. This may be another factor behind the repositioning.”

The Hyundai executives say the average age of a first-time car buyer in India has declined from around 30-35 three years ago to 25-30, primarily because of changing lifestyles and cheap and easily available finance.