### **Hyundai’s Bold Leap into the Lifestyle Sphere: The Spotlight Initiative**
**Is Hyundai evolving from a traditional carmaker into a vibrant lifestyle brand?** In a recent press conference, Tarun Garg, Hyundai’s whole-time director and COO, confirmed this transformation with a beaming smile. He highlighted the company’s focus on an audience that is not just younger but increasingly **aspirational**—a demographic that craves **more than just functionality** when investing in their vehicles.
#### **The Genesis of Spotlight: Where Music Meets Automobiles**
Launched in 2023, **Spotlight** is an innovative collaboration between **Hyundai** and **Universal Music Group**, aimed at creating a platform for emerging musical talents in India. This initiative is designed to bridge the gap between **new artists** and established stars, offering a unique opportunity for young musicians to shine. Musicians like **Javed Ali**, **Aditya Rikhari**, and **Wazir Patar** have already showcased their talents through this initiative.
**Spotlight’s success is apparent**; the first two seasons produced 12 original songs, collectively garnering over **150 million views** on YouTube. And don’t miss out on the **Hyundai Spotlight Concerts**, which kicked off in 2023. These dynamic events offer car owners an unforgettable experience, featuring 10 concerts across India with plans to surpass that number this year. Keep your calendars open for upcoming performances in **Jaipur** and **Hyderabad**!
For a comparison, Coca-Cola’s **Coke Studio Bharat** in India is another brilliant example of blending music with branding. Get more insights about it [here](https://www.afaqs.com/news/mktg/coca-colas-arnab-roy-on-coke-studio-bharat).
#### **Transforming Aspirations into Reality**
Typically, we associate post-purchase delights like these with **luxury brands**, but Garg emphasizes Hyundai’s evolution as an **aspirational brand** in India. “**Aspiration has overtaken functionality**,” he stated, highlighting a shift in consumer behavior—an exciting revelation indeed!
#### **Hyundai’s Response to the Growing SUV Trend**
Numbers tell a compelling story. Garg noted that over **25% of Hyundai cars now come with connectivity features**, and more than **68% are SUVs**, with the **Creta** recently becoming India’s top-selling car. This shift indicates a growing consumer preference for SUVs, catering to a desire for extended road trips along the increasingly popular **highway routes**.
Additionally, Hyundai’s incorporation of **Advanced Driver Assistance Systems (ADAS)** in its SUVs caters to a market where comfort meets safety at **speeds exceeding 120 km/hr**.
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*Tarun Garg*
Hyundai has been making waves in the **Indian auto market**, especially after going public in 2024. Competing with giants like **Maruti Suzuki** and **Tata Motors**, Hyundai reported a sizeable revenue of **Rs 16,648 crore** in Q3FY25.
#### **Music as a Unifying Force**
As India’s sentiments grow more aspirational, Hyundai cleverly leverages music to foster connections with its younger clientele. Interestingly, the brand utilizes its **workshops and service centres** to promote Spotlight concerts, encouraging customer engagement by inviting families to those spectacular events.
> “We focus on the number of customers coming in and overall brand score, but there’s no pressure to seek referrals,” Garg mentioned. “The aim is to make our customers feel proud to be associated with Hyundai.”
#### **Capturing Memories: Concerts and Beyond**
Hyundai is committed to creating lasting memories by documenting these concerts, featuring customers in videos shared across **social media platforms**. This effective strategy blends brand visibility with genuine customer experiences, ultimately aligning with Hyundai’s vision of a more connected lifestyle.
The revival of car ownership through music and vibrant experiences illustrates Hyundai’s commitment to evolving beyond mere transportation.
**Explore Hyundai’s new frontier** of lifestyle branding through music, community engagement, and an aspirational approach that is reshaping how we view the auto industry.
