Hyundai Motor India kept its advertising and sales promotion expenditure largely unchanged in FY2025-26, even as it expanded its AI-led marketing capabilities and digital customer engagement initiatives. The company spent ₹687.3 crore on advertising and sales promotion during the year, compared with ₹684.2 crore in FY25, marking a marginal increase of just 0.5%.
The steady marketing spend comes alongside a broader shift in Hyundai‘s marketing strategy. Rather than significantly increasing media investments, the automaker positioned artificial intelligence at the centre of its customer engagement and campaign execution.
According to the company’s annual report, AI is now being used across the customer journey—from customer interactions and personalised communication to campaign development, content creation and media optimisation.
“Our marketing approach focused on strengthening brand relevance through targeted campaigns, digital engagement and strategic partnerships, including our association with the International Cricket Council, enhancing both visibility and customer connect,” said Dong Huwy Park, Whole-time Director & Chief Operating Officer, Hyundai Motor India, in the company’s annual report.
The report highlights that Hyundai’s AI-powered chatbot handled 75,000 customer interactions every month, while AI-generated customer journeys reached 200 million personalised journeys within 15 days through the AI Trip Planner for the Hyundai CRETA Electric.
The company also launched its first fully AI-generated announcement film for the CRETA Electric, which garnered 42 million cumulative views across Instagram, Facebook and YouTube and generated one million customer interactions. AI was also deployed across media planning, audience modelling, campaign optimisation and conversion measurement, enabling faster experimentation and improved customer acquisition.
Financially, Hyundai reported revenue of ₹70,763.3 crore in FY26, up 2.3% from ₹69,192.9 crore in the previous year. However, profitability remained under pressure. EBITDA declined to ₹8,598.5 crore from ₹8,953.8 crore, with the EBITDA margin narrowing to 12.2% from 12.9%. Profit after tax fell to ₹5,431.5 crore, compared with ₹5,640.2 crore in FY25, taking the PAT margin down to 7.6%.
On the operational front, Hyundai sold 775,031 vehicles during FY26, including 584,906 units in the domestic market and 190,125 export units, while exports grew 16.4% year-on-year. The company also recorded its highest-ever quarterly rural penetration of 25%, its highest quarterly CNG contribution of 18%, and commenced production at its Pune manufacturing facility.
The March quarter showed sequential improvement, with revenue rising to ₹18,916.2 crore, up 5.4% year-on-year and 5.2% over the previous quarter. Profit after tax improved marginally to ₹1,255.6 crore from ₹1,234.4 crore in Q3 FY26, although quarterly EBITDA margin softened to 10.4%, reflecting continued cost pressures.
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