Hyundai relaunches Santro as Santro Xing; allocates Rs 15-20 crore on multi- media campaign

First it was Santro. Then it got renamed as Santro Zip Drive. After a while, Santro Zip Drive got replaced by Santro Zip Plus. And yesterday, at a press meet in the capital, Hyundai Motor India (HMIL) announced the launch of its new ‘global' car, Santro Xing. Yes, Santro Xing is the new avatar of the Santro Zip Plus. However, this time it is not just a change in the name; the new avatar also looks different from its predecessor.

The new Santro Xing sports a completely transformed exterior with flowing aerodynamic bodylines, large integrated bumpers, stylish new headlamps and large sporty tail lamps. The new interiors come with a cushy three-spoke steering, new instrument clusters, front and rear power windows, besides luxurious new upholstery.

Positioned to extend its popular appeal to the new breed of younger and upwardly mobile car buyers, the Santro Xing, says the company, combines the attitude of fun, warmth and ‘sunshine' with the comfort, convenience and dependability that the Santro has always been known for.

Commenting on the launch of the Santro Xing, JI Kim, managing director, HMIL, said, "HMIL has been spearheading the design and development of Hyundai's global small car from India, integrating the best of Hyundai's global resources and technologies. The new Santro Xing is the crowning glory of HMIL's efforts and will be the mainstay of the company's global export hub plans."

Does that imply the old Santro Zip Plus won't be manufactured any longer? According a company source, the production of Santro Zip Plus would continue but it will be aimed at the export market. Talking about the rationale for launching Santro Xing, a company official said, "The idea is to create a buzz around the brand. There should always be some excitement around Santro."

The company plans to leave no stone unturned to advertise the launch of Santro Xing. The company has supposedly earmarked Rs 15-20 crore as marketing budget for the launch phase alone. A sequel to the teaser - where Shah Rukh Khan is left stranded on road when Kim takes back the car keys of the his Santro - broke on television yesterday. In this ad one sees Kim returning the keys of the new avatar Santro Xing to its brand ambassador - Shah Rukh Khan!

Besides the TV campaign, which is created by Saatchi & Saatchi, the company has run a four-page supplement in The Times Of India announcing the launch of Santro Xing. Vernaculars and magazine are also part of the media plan. Such above-the-line-activities will be supported by on-ground activities across the country. © 2003 agencyfaqs!