Understanding Hyundai’s EV Strategy For India

Hyundai has their roots set in India as they have been selling passenger cars for more than two decades in India, and when it comes to EVs, they have a great portfolio in their lineup with the launch of new cars like Creta Electric, Kona Electric, Ioniq 5 etc.

Hyundai’s strategy for selling EVs for the Indian market is quite complex, but according to our understanding, we have decoded five important strategies, as to how they will be positioning themselves in India's growing EV industry.

Strategy 1:

Hyundai will be using their mass production units to manage their supply chain network and will try to gain advantages over their competition as they have the ability to fulfill the growing demand of EV consumers. 

The supply of optimum production is important to fulfill the demand, which is indirectly related to the increase in sales, and Hyundai will be using this strategy to position itself as a leader in the EV segment. 

Strategy 2:

Hyundai knows the Indian market very well as they have set their roots in the minds of Indian consumers. They know about the tastes and preferences of Indian consumers and can make cars according to their needs. 

Hyundai also can use their brand value in the middle class Indian families to position their EVs as a reliable manufacturer, so that Indian consumers can transition to EVs by selecting a safe and reliable brand. 

Strategy 3: 

Being a Korean brand, Hyundai is having a strong grip on battery technology, not as much as the Chinese but better than most of the competition. 

They are also working on battery advancements which will help to dominate the market, as they are waiting for the reduction in the battery prices, so that they can market their EVs competitively in the market. 

Hyundai is also striving hard to bring next generation SSD batteries for EVs by 2025 end or early 2026, as they will be lighter in weight and will have a better range for kWh. 

Strategy 4:

Hyundai is also working on their next generation architecture specifically designed for their next generation EV cars. Currently, all EVs are based on the existing ICE platform, so integrating batteries in the old platform is a tough job as manufacturers have to work hard to attach batteries in the ICE platforms. 

Therefore developing a new platform for EVs will help to make them distinguish from their competitors and make their cars as a unique preposition in the industry. 

Strategy 5:

Hyundai will be adopting their same strategy as they implemented in their ICE cars, by providing all the bells and whistles which cannot come at a price point of Gen 1 electric cars. 

One of the big features they provide with the Creta Electric is the option of a 11kW charger as an accessory for the top model.

Hyundai can also implement Chinese strategy by building cars that are scalable everywhere and can get manufacturing subsidies that the government offers.