Marketing the Badass SUV in India: Kia Seltos

Code : MM0086

Year :

Industry :-

Region : Asia

Teaching Note: Available

Structured Assignment : Not Available

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BACKGROUND: Kia was founded in December 1944 as the Kyungsung precision industry , which manufactured steel tubing and bicycle parts. This name was changed to Kia Industries in 1952 and to Kia Motors (Kia hereafter) in 1974. Since 1976, the company had specialized in producing and supplying multiple variants of military vehicles and other transportation equipment..

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THE SUV SEGMENT IN INDIA: While the Indian automotive industry was struggling during the Covid-19 pandemic, Kia Seltos and Hyundai Creta stood at the top of the sales charts in the mid-size SUV segment. Kia Seltos was pitched as a premium cyberspace SUV in the medium-sized SUV market, competing with the likes of Hyundai Creta, the Mahindra XUV500, Renault Captur, Nissan Kicks..

MANAGING THE 4Ps: Analysts opined that one of the main reasons for the success of Kia Seltos in India was that Kia emphasized largely on product design and product quality, and creating of safe, fuel-efficient, and environment friendly vehicles..

THE ROAD AHEAD: One of the biggest challenges faced by Seltos lovers was the long waiting period, which went up to 20 weeks for some variants. The least waiting time for the Seltos was 16-17 weeks for the HTK+ (1.5-liter petrol manual) variant while all other variants commanded a waiting period ranging between 17 and 20 weeks..

Exhibit I: Launch of Kia Seltos in India in 2019
Exhibit II: Seltos vs Other SUVs, Sales and Market Share Data till October, 2021
Exhibit III: Features in Kia Seltos
Exhibit IV: Variants Choice in Seltos
Exhibit V: Technical Specifications and Interior Mix of Seltos
Exhibit VI: Rebranding of Kia Logo and Redesigning of Seltos
Exhibit VII: On-Road Price Comparison: Seltos vs Creta (as on 25th March 2022, Telangana RTO circle)
Exhibit VIII: Kia Seltos Launch Advertisements
Exhibit IX: Tiger Shroff as Brand Ambassador & Meerkat the Muscat

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