Hyundai sharp­ens fo­cus on ru­ral mar­kets

Rural & Marketing - - UPDATES -

Korean auto ma­jor Hyundai has sharp­ened its ru­ral fo­cus and aims to get more than one-fourth of its sales from buy­ers in vil­lages and small towns this year. The car maker in the coun­try got about 23 per­cent of sales from ru­ral mar­kets in 2016 calendar year.

“The fo­cus will be on ru­ral for fu­ture growth. We have set up a new de­part­ment to fo­cus on ru­ral mar­ket. We will cre­ate a dif­fer­ent strat­egy on the prod­ucts that are well suited for th­ese mar­kets. Every re­gional of­fice and most deal­er­ship now have a ru­ral team. The ma­trix has been com­pleted,” a se­nior of­fi­cial at Hyundai said.

In­creas­ing ru­ral fo­cus has helped the com­pany to grow the con­tri­bu­tion from ru­ral mar­kets from 14 per­cent in 2011 to 23.5 per­cent in 2016. This trans­lates into more than 117,000 ve­hi­cles in a year. Hyundai be­lieves there is a lot of po­ten­tials to grow the ru­ral share fur­ther. Mar­ket leader Maruti Suzuki gets one-third of its sales from ru­ral buy­ers, prob­a­bly the high­est for any car maker in In­dia.

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