Hyundai Motor India Limited, the country’s largest exporter and the second largest car manufacturer, received an astonishing 535 bookings for their new car - the Santa Fe.
H. W. Park, MD & CEO, HMIL -
It is a matter of great pride for us to have received such an encouraging response for our recently launched luxury SUV – the Santa Fe. The globally acclaimed luxury Santa Fe has class leading features and our Indian customers have received this SUV with unparalleled enthusiasm and affection. Looking at the initial customer response, we might even consider importing larger numbers for the next year.
Hyundai should instead consider assembling the vehicle in India. That would add aggression to the pricing. Hyundai's expectation was surpassed by light years with previous products like i10 and i20. Although Hyundai can say it somewhat predicted a high demand for these smaller vehicles in our market, never could it have imagined to reach the current volume levels.
If Hyundai can take up the Santa Fe seriously, they too can replicate the success Toyota has enjoyed with Fortuner. Saying that there is no market for a product comes across as a lazy excuse. It is also making life a bit simpler for competitors.
The bookings for the Santa Fe opened on 18 October, 2010 and closed on 30 October, 2010 and it was offered at an introductory price of Rs 20,95,000 (2WD) and Rs 22, 95,000 (4WD) Ex-Showroom, New Delhi. It is brought to India as a CBU directly form the parent company in Korea. The original plan was to sell 500-600 Santa Fe ever year (which obviously has gone for a toss).
The company will now look forward to importing more units in the near future.