Hyundai

India’s SUV revolution is no longer being driven by seasoned buyers with deep pockets—it’s the youth that’s taking the wheel. Hyundai India’s Group Head of Marketing, Virat Khullar, confirms a powerful trend: Hyundai’s customer base is getting younger every year, and it’s reshaping the automotive landscape.

Youth and SUVs: A Shift in Aspiration

“The average age of our customers drops every year,” says Khullar, highlighting a dramatic shift in Indian consumer behavior. Today’s young buyers are not only more aspirational, but they also come equipped with higher disposable incomes and a sharper eye for features like safety, style, and performance.

Hyundai responds to this shift by offering a strong SUV portfolio, which now makes up over 60% of the company’s total sales. From compact models like the Hyundai Exter (starting at just ₹6.20 lakh in Mumbai) to premium offerings like the Hyundai Tucson and Ioniq 5 (reaching up to ₹50 lakh), Hyundai offers SUVs across a wide price range—making it accessible for both first-time buyers and experienced ones.

Why Young India Loves SUVs

SUVs stand tall—literally and symbolically. “They represent status, progress, comfort, and now, safety,” Khullar points out. While earlier car ownership was a practical milestone, today, it’s also about personal identity and social standing. The modern SUV delivers all of this in one powerful package.

Hyundai’s models come with six airbags as standard and more than seven variants now feature Advanced Driver-Assistance Systems (ADAS)—adding strong appeal for safety-conscious youth.

Market Trends Confirm the Shift

The numbers don’t lie. According to Business Standard, SUVs now account for 50.4% of total passenger vehicle sales in FY24, up from 43% in FY23. This figure is expected to hit 54–55% by FY25, signalling a long-term love affair between India and the SUV.

Meanwhile, hatchbacks and sedans see their market share shrink. Reports from Economic Times note that hatchback sales have dropped to 30% in H1 FY24, while sedan sales now hover below 10%. Hyundai adapts to these shifts by doubling down on its SUV innovation, marketing, and pricing strategies.

Beyond Ads: Building Memorable Moments

Interestingly, Khullar believes that reaching today’s consumer takes more than celebrity endorsements. While Shah Rukh Khan remains Hyundai’s brand ambassador since 1998, the brand also experiments with content formats that “make the thumb stop”—from CGI videos and influencer reels to digital-first campaigns like Hyundai Spotlight, their original IP promoting young musicians.

Khullar adds, “The consumer now flips between TV and mobile, so our storytelling needs to adapt. Whether they’re in-market or out-market, we want Hyundai to be top-of-mind.”

Hyundai’s Road Ahead

By tracking key performance metrics like cost per view, cost per retail, and reach, Hyundai ensures its marketing strategy stays agile. Unlike many brands that depend on seasonal campaigns during IPL or Diwali, Hyundai maintains a year-round presence, reinforcing relevance across buyer segments.

In a country where SUVs are fast becoming the new normal, Hyundai leads the charge with innovation, youth appeal, and an ever-evolving understanding of its audience.