Determinants of Success in the Indian Automobile Market A Comparative Study of Maruti Suzuki and Hyundai
Keywords:
Indian automobile industry, competitive advantage, market determinants, Maruti Suzuki, Hyundai, emerging marketsAbstract
The paper discusses success determinants in the Indian passenger automobile market by making comparisons between Maruti Suzuki and Hyundai. The study is placed in the post-2018 regulatory and demand environment, and it is a descriptive and analytical one, which is entirely based on secondary data. The combination of firm-level measures like the size of production, localisation, product portfolio structure, the pattern of pricing and distribution coverage with market-level variables such as consumer preferences and regulatory demands are key to the research indicating how various strategic forms can lead to competitive advantage. The results show that the volume leadership has been maintained at Maruti Suzuki due to scale efficiencies, high level of localisation and an extensive network of services and that the success of Hyundai lies in segment differentiation, increased realisations on average and export orientation. The research is relevant to the new market literature because it shows that in the Indian automobile industry, there are numerous, overlapping competitive approaches that are driven by strategic consistency, not just one major success factor (Sahoo, 2019; Choudhury and Ray, 2021).
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