vishal panwar June 19, 2021


NEW DELHI: Hyundai Alcazar has splashed into the market starting from Rs 16.30 lakh (ex-showroom). In effect, the base variant of Alcazar is Rs 1.30 lakh expensive over Tata Safari and a whopping Rs 2.70 more than MG Hector Plus. Did Hyundai miss a trick here?
Alcazar, for starters, is the three-row version of Creta, available in both 6- and 7-seater variants. The segment, once dominated by Toyota Innova Crysta and Maruti Suzuki Ertiga, is now flooded with options, starting at as low as Rs 5.30 lakh (ex-showroom, Delhi) (Renault Triber).

Hyundai essentially follows a 4-trim strategy with all its models. The base, often devoid of most creature comforts and safety kit, is the entry-level trim. The base trim allows customers to carry out desirable accessorisation. Alcazar, on the other hand, follows a unique marketing strategy. The trim levels offered in Alcazar are Prestige, Platinum and Signature.
The Prestige trim packs features like a panoramic sun roof, cooled glovebox, 10.25-inch infotainment with BlueLink connectivity, cruise control and wireless charging. “The sales of the higher trims keep increasing. So, we did not want to really give a base trim in the Alcazar wherein the customer would have probably felt cheated,” explained Tarun Garg, head of marketing and sales, HMIL.

Supporting the move, Garg quoted the initial trends of Alcazar pre-bookings. Ahead of launch and price reveal, Alcazar clocked 4,000 bookings in a week and all the trims received equal share (33% each).
Not just creature comforts, the prestige trim boasts of standard safety equipment, which ask for a premium. Electronic stability control (ESC), vehicle stability management (VSM), rear parking camera, hill start assist (HAC), auto-dimming inside mirrors, automatic headlamps and LED fog lamps, and tyre pressure monitoring system (TMPS) are part of the fitment in the prestige trim
According to Garg, “…every customer has a right to connectivity, a sunroof, 10.25-inch infotainment system, BlueLink connectivity, LED headlamps, and safety features whether it is hill assist control, vehicle stability management or ESC.”

“Customer experience goes leaps and bounds when we talk about the Alcazar. In our research, we found, the customer does not want to compromise,” Garg said adding, every customer has a right to connectivity, a sunroof, 10.25-inch infotainment system, BlueLink connectivity, LED headlamps, and safety features whether it is hill assist control, VSM and ESC.
Creta emerged as the top-sold SUV in India in FY21 and Hyundai the leading SUV manufacturer. With Alcazar, Hyundai has extended its SUV portfolio on sale to five. “45 per cent of company’s sales is contributed by SUVs (Venue, Creta, Kona and Tucson) and the numbers will go up with Alcazar coming into play. Presently, the company commands 25 per cent market share in the SUV segment,” Garg said.
In terms of engine choices, the 1.5-litre Diesel engine, borrowed from Creta, is one of the smallest in the segment. Hyundai, however, claims the CRDi engine is a good option due to its class-leading efficiency. Weighting about 80 kilos more than Creta, Alcazar is significantly lighter than most of its rivals (300-350 kilos). On the other hand, the 2-litre petrol engine, taken from Tucson and Elantra, generates segment-leading 159 PS.
Will the no-base variant gamble pay off? Only time will tell. But for now, Hyundai Alcazar will offer most to the customer and little to the aftermarket.





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