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.
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.
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
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.
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.
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.
And the company
wants to catch them young.