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sreejith2904
May 2nd, 2013
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value="a%3A11%3A%7Bs%3A6%3A%22autono%22%3Bs%3A12%3A%22113050100902%22%3Bs%3A13%3A%22creation_date%22%3Bs%3A10%3A%221367431479%22%3Bs%3A14%3A%22published_date%22%3Bs%3A10%3A%221367431200%22%3Bs%3A7%3A%22heading%22%3Bs%3A26%3A%22How+Verna+trumped+the+City%22%3Bs%3A6%3A%22author%22%3Bs%3A16%3A%22Swaraj+Baggonkar%22%3Bs%3A7%3A%22summary%22%3Bs%3A76%3A%22Hyundai+has+hit+pay+dirt+in+India%27s+sedan+market%2C+but+Honda+will+strike+back%22%3Bs%3A7%3A%22content%22%3Bs%3A5580%3A%22%0D%0AHyundai+has+been+a+brand+to+reckon+with+in+the+hatchback+segment+in+India%2C+not+letting+Maruti+Suzuki+rest+on+its+laurels.+But+the+sedan+market+had+not+taken+too+kindly+to+it%2C+even+making+it+withdraw+a+model+earlier.+However%2C+India%26%2339%3Bs+second-largest+car+manufacturer+can+now+claim+to+have+usurped+Honda+City+in+mid-sized+sedans+with+its+Verna.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AAlbeit%2C+Honda+has+seen+a+rise+of+20+per+cent+in+April%2C+2013+%28over+April%2C+2012%2C+according+to+SIAM%29%2C+riding+on+the+demand+for+its+new+super-compact+sedan%2C+Amaze.+But+it+has+not+regained+lost+ground+in+the+mid-sized+sedan+segment%2C+which+accounted+for+around+2%2C00%2C163+units%2C+last+year.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AThe+overall+sedan+market+in+India+is+important+for+every+car-maker+as+small+hatchback+owners+often+upgrade+to+a+super-compact+sedan%2C+rather+than+buy+a+roomier+high-end+hatchback.+India%26%2339%3Bs+love+affair+with+sedans+has+ensured+that+compact+and+mid-sized+sedans+now+comprise+a+fourth+of+the+1.89+million+car+market+%28according+to+SIAM%2C+FY-13%29%3B+mid-sized+sedans+account+for+42+per+cent+of+thatpie.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AThe+Hyundai+Verna%2C+in+less+than+two+years%2C+has+beaten+the+Maruti+Suzuki+SX4%2C+Fiat+Linea+and+Volkswagen+Vento+in+the+mid-sized+segment+%28Rs+7%2C00%2C000+and+above%29+and+pipped+the+Honda+City+to+the+top.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AIt+now+lords+over+29+per+cent+of+the+mid-sized+sedan+market.+Experts+even+point+out+that+the+Verna%26%2339%3Bs+success+has+rubbed+off+well+on+Hyundai%26%2339%3Bs+other+sedans+such+as+the+Elantra.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AFuelling+the+demand+for+58%2C063+units+of+the+Verna+last+year+had+been+the+clamour+for+diesel+engines+in+India.+Unlike+Honda+which+offers+the+City+only+with+a+petrol+engine%2C+Hyundai+launched+the+Verna+with+four+engine+combinations%2C+including+two+diesel+engines.+The+City+had+held+its+own+against+competition+without+a+diesel+option+for+several+years+in+mid-sized+sedans%2C+finding+new+takers+every+month.+However%2C+when+petrol+costs+moved+north%2C+consumers+gravitated+towards+diesel-run+models.+The+Honda+City%26%2339%3Bs+sales+stood+at+30%2C530+units+last+year%2C+a+fall+of+15+per+cent.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AThe+Verna+grew+by+17+per+cent+over+FY-12.+But+its+growth+came+despite+a+year-on-year+drop+of+2.5+per+cent+in+the+entire+segment.+That+is+because+diesel+engines+are+not+the+only+reason+for+the+Verna%26%2339%3Bs+success.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AThere+is+a+galore+of+diesel+sedans+in+the+market.+In+Verna%26%2339%3Bs+segment+itself%2C+other+diesel+brands+have+not+shown+any+enviable+growth.+Ford+which+launched+a+new+version+of+the+Fiesta+last+year+%28priced+at+Rs+7%2C+20%2C000%29+has+been+selling+less+than+500+units+a+month+since+then.+A+revamped+Volkswagen+Vento+failed+to+lift+numbers+as+it+reported+a+decline+of+28+per+cent+last+year%2C+averaging+a+little+over+2%2C000+units+per+month.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AObservers+point+out+that+the+Verna%26%2339%3Bs+image+came+into+play.+Hyundai+has+kitted+the+Verna+to+the+brim%2C+unlike+many+car+manufacturers+who+are+found+wanting+in+offering+feature-loaded+variants+to+premium+Indian+buyers.+It+boasts+of+no+less+than+10+trims%2C+including+automatic+versions%2C+priced+from+Rs+7%2C58%2C000+to+Rs+11%2C90%2C000+%28ex-showroom+Mumbai%29.+Analysts+say+the+wide+variety+has+helped+pull+customers+from+other+sedan+segments+such+as+entry+and+premium.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0ANaming+the+new+design+of+the+relaunched+Verna+as+%26%2339%3BFluidic%26%2339%3B%2C+Hyundai+has+imparted+a+distinct+sporty+and+flashy+look.+Nalin+Kapoor%2C+senior+general+manager+%28marketing%29%2C+Hyundai+Motor+India+says%2C+%26quot%3BThe+%26%2339%3Bfluidic+sculpture%26%2339%3B+is+Hyundai%26%2339%3Bs+new+design+philosophy%2C+which+embodies+a+flowing+and+dynamic+form.+The+success+of+fluidic+models+is+vital+as+these+help+to+create+a+%26%2339%3Bmodern+premium%26%2339%3B+imagery%2C+which+aims+to+provide+customers+with+emotional+value.%26quot%3B+Hyundai%26%2339%3Bs+other+big+cars+like+the+Elantra+and+Sonata+bear+the+same+style+stamp.+An+auto+analyst+explains%2C+%26quot%3BAt+the+end+of+the+day%2C+many+an+understated+European+sedan+might+look+a+bit+dated%2C+while+the+Verna+meets+an+innate+need+for+bold+designs.+It+also+fosters+the+perception+that+the+models+on+offer+are+the+latest%2C+and+not+from+a+previous+edition.%26quot%3B%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AHyundai+targets+hatchback-+and+sedan-owners+in+their+thirties+with+the+Verna.+%26quot%3BThe+communication+was+built+on+aspirations+of+a+futuristic%2C+high-end-looking+car+that+no+other+manufacturer+has+been+able+to+capture+well.+The+buyers+of+the+Verna+are+expected+to+be+style-conscious%26quot%3B%2C+reiterates+Kapoor.+Monthly+figures+say+it+all+-+the+City%2C+with+its+legacy+of+style+and+performance+averaged+2%2C544+units+per+month%2C+while+the+Verna+clocked+4%2C840+a+month+last+year.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AThe+sales+of+the+Verna+has+fed+the+buzz+around+the+re-launched+Elantra+as+well%2C+which+had+been+withdrawn+earlier.+It+has+helped+Hyundai+crack+the+sedan+market+beyond+the+Rs+12%2C00%2C000+bracket.+The+Elantra+now+outsells+Toyota%26%2339%3Bs+Corolla+in+the+premium+sedan+segment%2C+averaging+500-550+units+since+its+launch+in+August%2C+2012.+Hyundai+has+strengthened+its+share+in+the+sedan+segment%2C+unlike+rival+Maruti+Suzuki+which+has+seen+success+in+sedans+only+with+the+compact+Swift+Dzire.+Thanks+to+its+compact+styling+%28lower+taxation+and+price%29%2C+the+Swift+Dzire+remains+the+largest-selling+sedan+in+India%2C+albeit+in+the+super-compact+segment.%3Cbr+%2F%3E%0D%0A%3Cbr+%2F%3E%0D%0AHowever%2C+Hyundai+will+have+to+brace+for+newer+mid-sized+entries%2C+with+refurbished+sedans+from+Ford%2C+Fiat+and+Tata+Motors+likely+to+be+launched.+The+Skoda+Octavia+might+re-enter+the+fray.+There+is+still+some+time+before+the+biggest+threat+rears+its+head+-+an+all-new+City+-+by+2015.+Honda+will+bank+not+only+on+spanking+new+styling+but+a+very+fuel-efficient+i-DTEC+diesel+engine+too.%22%3Bs%3A5%3A%22place%22%3Bs%3A6%3A%22Mumbai%22%3Bs%3A8%3A%22keywords%22%3Bs%3A66%3A%22Hyundai+Verna%2C+sedan+market%2C+Honda+City%2C+Maruti+Suzuki%2C+hatchback%2C%22%3Bs%3A8%3A%22thumbimg%22%3Bs%3A94%3A%22http%3A%2F%2Fbsmedia.business-standard.com%2F_media%2Fbs%2Fimg%2Farticle%2F2013-05%2F01%2Ffull%2F1367431601-2138.jpg%22%3Bs%3A8%3A%22category%22%3Bs%3A26%3A%22Management-%3ENews-%3EStrategy%22%3B%7D" 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