Business Case Studies,Marketing Strategies Case Study, Marketing the Badass SUV in India: Kia Seltos

Code : MM0086

Year : 2022

Industry :-

Region : Asia

Teaching Note: Available

Structured Assignment : Not Available

Abstract: The Indian automotive industry was valued at $82.6 billion (by revenue) in 2021. It is forecasted to become the third largest automotive market by 2026. Over the years, the demand for the SUV segment has increased manifold. Despite being a new entrant, Kia motors, a South Korean multinational company headquartered in Seoul, gained popularity in India within a very short span of time after the launch of Kia Seltos as a premium cyberspace SUV in the medium-sized SUV market. The Kia Seltos got overbooked in no time and this made Kia Motors the 4th largest car manufacturer in the country, beating Mahindra. The high sales records proved that Kia Seltos made a new benchmark for other SUVs in India. Such was the craze among SUV buyers that Kia Motors even had to temporarily stop taking the bookings of Seltos despite a decline in sales of other competing brands during Covid19 pandemic. The case study helps the readers to understand how Kia Seltos smartly worked on its 4Ps and gained popularity in India in very less time.