10% of Hyundai Car Buyers in India Last Year Were Women
15 Million Female Drivers in India
34% Increase in 3 Years... Becoming Major Players in the Car Market
Hyundai Signs Popular Bollywood Actress as Brand Ambassador
Hyundai Motor Group has launched a campaign targeting the hearts of Indian women. Surpassing China, India boasts the world's largest population, and the number of female driver's license holders recently exceeded 15 million. As the participation rate of Indian women in economic activities rises, their purchasing power is also increasing. There are expectations that they could become a major driving force influencing global automotive market trends.
Hyundai's New Strategy in Response to the Increase in Female Drivers
According to Hyundai on the 26th, Virat Kula, Vice President of Marketing at Hyundai Motor India, stated in a recent interview with local media that 11% of customers who purchased Hyundai vehicles in the Indian market last year were women, and 30% of visitors to Hyundai Motor India's website last year were also women. Considering the social atmosphere in India where vehicle owners are often registered as male, Hyundai estimates that about 30% of actual buyers are women.
Hyundai Motor Company has recruited Bollywood actress Deepika Padukone as a brand ambassador in India. [Image source: Hyundai India YouTube]
The number of female drivers in India is rapidly increasing. According to the local Road Transport Authority, as of March 2020, the cumulative number of driver's license holders in India included 14.86 million women, marking a 34% increase over three years. Now, four years after 2020, it is estimated that the number of female driver's license holders in India has surpassed 15 million. However, the proportion of female drivers relative to the total license holders remains low. Considering that the total number of driver's license holders in India reached 230 million in 2020, the female share remained around 6%.
However, Hyundai sees potential in these low numbers. They calculate that if the social status and purchasing power of Indian women rise with increased economic participation, the market targeting them could expand significantly. Vice President Kula said, "As women sit directly in the driver's seat, their areas of interest are changing to engine output, connectivity, and more."
Hyundai's Brand Promotion Focused on the Female Market
Earlier this year, Hyundai appointed Bollywood's popular actress Deepika Padukone as a brand ambassador. Following the promotional success of featuring India's national actor Shah Rukh Khan in 2020, this time Hyundai recruited a female actress popular among the younger generation as a brand ambassador. Additionally, Hyundai signed five female cricket players who are passionately followed by the Indian public as brand ambassadors. They strengthened sports marketing by running campaigns sharing these athletes' success stories.
In March, Hyundai proposed a social contribution activity to BlueSmart, a local ride-hailing service company, offering employment opportunities to skilled female drivers. Hyundai is responsible for professional driver training, while local civic groups arrange the process, and the company provides jobs. Notably, more than 30% of this training and employment project was allocated to women, resulting in the hiring of 250 female drivers.
Hyundai's focus on women is also attributed to the growing importance of the Indian market in Hyundai Motor Group's production and sales. With the Chinese market's recovery uncertain and the Russian market shrinking, India is filling the gap. Last year, Hyundai Motor Group ranked third in India with a market share of 16.4%, following Japan's Suzuki and India's Tata. Recently, Hyundai acquired GM's Talegaon plant, setting a goal to increase local production capacity in India to 1 million units annually. Furthermore, Hyundai Motor India is considering an initial public offering (IPO) within the year to secure funding and investment resources.
Hyundai Motor Company has recruited Bollywood actress Deepika Padukone as a brand ambassador in India. [Photo by Hyundai Motor Company]
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