000			02134 a2200205 4500
999			_c395846 _d395846
008			181106b2018 ||||| |||| 00| 0 eng d
020			_a9789351952084
082			_a658.401 _bS8S2
100			_aSubbu, B. V. R. _9371120
245			_aSantro: the car that build a company
260			_bHachette India _c2017 _aGurugram
300			_ax, 254 p.
520			_a'There's no business like the car business!' Within months of its launch in late 1998, with every well-known global automobile brand jockeying for a foothold in a small-car market almost monopolized by Maruti Udyog Limited, Hyundai Motor India’s debut production, the Santro, emerged as a force to reckon with. The first car to be conceptualized and designed for – and then developed and manufactured in – India, the ‘Sunshine Car’ has, over a period of sixteen years, set the record for the quickest small car brand to go from zero to one million units sold. It achieved profitability for Hyundai at an unprecedented speed and made an impressive global impact as a made-in-India automobile in markets as diverse as Algeria and Zimbabwe, Western Europe and North America. In Santro: The Car That Built a Company, BVR Subbu, who spearheaded much of the Santro’s success, reveals the hitherto untold story of how this small car made such a big impact. Vivid anecdotes detail the challenges of introducing a new product in a new market, the canny business strategies that were employed to get the better of rival brands, the unforgettable marketing campaigns that made all the difference – and the thrills of the high-stakes power battles and everyday drama that characterize corporate India. By turns revelatory, insightful and delightfully engaging, this is a business story with a difference about a car like no other. https://www.hachetteindia.com/TitleDetails.aspx?titleId=46168
650			_aAutomobiles Industry - India
650			_aAuto manufacturing industry - India
650			_aHyundai Motors - India
650			_aCar manufacturing industry - India
650			_aSantro car
942			_2ddc _cBK