Detailed narrative
Margin Quality Over Volume - Disciplined Strategy
Hyundai delivered 13.9% EBITDA margin despite domestic volume decline, demonstrating its quality-over-volume approach. The company explicitly refrained from joining pre-GST and post-GST price wars. Discounts at 3.2% of ASP have peaked per management. Material cost improvements of 110bps from localization (78% to 82%) and value engineering are structural. Royalty at 2.8%. First-time buyers at 40% (up from 29% five years ago) with ASP continuing to rise.
Pune Plant and Growth Trajectory
Vehicle production commenced at Pune plant October 2025, supporting the dual growth strategy of domestic + exports. Near-term margin headwind of 20-25% incremental costs on depreciation/labor/overheads. New Venue is the first model from Pune. Rs 45,000 Cr mid-term CAPEX covers 26 launches (40%) and capacity/localization (40%). Localization targeting 90% by FY30 including Tier 2-3 deep localization. Dedicated India EV planned for calendar 2027.
GST 2.0 and Market Dynamics
GST 2.0 created a unique demand surge - 37 days of postponed purchases followed by a massive festival season (retails +23%, Exter+Venue +28%). This created temporary logistics bottlenecks and Vahan registration discrepancies that will normalize📎 over 1-2 months. SUV penetration at record 71% with rural at record 23.6%. Export momentum very strong at +21.5% with Middle East & Africa +35%. Full year exports expected to exceed original 7-8% guidance.