It was 2019. The world was going to face the Corona Virus Pandemic. Everything was going to be off-balance, including the auto industry. And this is when, something special happened. A new player entered the Indian car market. Kia.
This Korean manufacturer, had already been in a joint-venture with Hyundai since 1998. Hyundai, had already been successful in the Indian market. So, Kia, had the advantage of learning from Hyundai. Which sounds like the only logistical explanation for Kia’s success. But there’s more.
Yes, Kia still is successful. Automobile journalists love their products (maybe except for the Syros, that one was controversial). Not to mention the fact that Kia, somehow manages to win the hearts of Indians, by offering a little bit of everything. Almost all the features that you can think of, competitive pricing, some of the most premium feeling interiors in the segment, and the most amount of engine options (except for maybe CNG and hybrid). They have entered the EV market as well, with cars like the Kia EV6, Kia Carens Clavis EV, and the recently arrived Syros EV.
It was the Kia Seltos in 2019 that cemented Kia firmly into the Indian market. With multiple engine options (a diesel, a turbo-petrol, and a naturally-aspirated petrol), competitive pricing, some of the most luxurious and high-quality interiors in the segment, the greatest number of features in the segment, and classy looks, the Kia Seltos won Indian hearts, and sold like hot cakes. The Seltos was also offered with a unique transmission option called the IMT (Kia speak for Intelligent Manual Transmission). It was a manual in every sense, but it had no clutch pedal, so that you don’t have to use the left leg for clutch control, like an automatic, you just release the brake pedal and the car moves forward. Sensors do the job of clutch control and shifting smoothly. You get more control over your driving, and better fuel economy, while resting your left foot in nasty traffic conditions. Kia was one of the first to bring that technology to India, generating a lot of interest, and even customers.
Then came the Kia Sonet, that dominated the compact sub-4m SUV segment because of it’s huge feature list and luxurious interior, not to mention the options of both a turbo-petrol and diesel engine. The Sonet also initially offered IMT.
Since Kia was already a sister company to Hyundai, it wasn’t difficult for the brand to manufacture in India and with Hyundai’s help and more than 20 years of experience in the Indian market, R&D wasn’t a problem, either.
So, it’s safe to say that Kia’s amazing success and Kia’s rags-to-riches story in the brutal Indian car market isn’t a miracle or a fluke. It happened because of-R&D and localization not being a problem, the Seltos being an amazing product, lot of powertrain options, competitive pricing, lot of variants, and offering some of the most premium feeling interiors and cramming in the greatest number of features. Well played, Kia.
