A CASE STUDY ON TACTICS FOR CUSTOMER RETENTION AT HYUNDAI MOTOR INDIA LTD

This case relates to the Indian subsidiary of South Korean automaker Hyundai Motor Company, Hyundai Motor India Limited (HMIL), and how it faces the customer retention problems. It made their products appealing to Indians of the upper middle class who had little alternative but the blandly built versions offered by market leader Maruti Suzuki. With the launch of models like the Fluidic Verna and the Elantra, HMIL slowly began to emerge as a leader in many high-end automobile segments. In the automotive industry, customer retention is a big problem with the purchasing cycle of consumers ranging from at least 3 to 5 years and the cost of brand switching being negligible. Consequently, the challenge for marketers is to provide the customer with continuous satisfaction by providing a quality product, excellent after-sales service and regular customer engagement to make him more engaged with the company.