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New Delhi: Following Hyundai delisting the Tucson from their website, the brand have confirmed what was being speculated. According to a report by Autocar India, company sources have revealed that the brand’s flagship SUV has been removed from their portfolio, and there are no direct replacements in the immediate future.
The fourth-generation Tucson arrived in 2022 and never really made a dent in the premium SUV market. Following the initial hype right after the launch, sales dipped sharply, sealing the fate of Hyundai’s India portfolio.
Launched in 2022, it was priced at Rs 27.77 lakh, the Tucson was Hyundai’s attempt to move to the upper side of the market and establish the brand in the Rs 30-40 lakh SUV segment. The Tucson had everything that should have made it successful, coming loaded with features, safety tech and all-wheel drive capability. All of this made it deserving of a place in the premium SUV segment, but Tucson never could garner traction.
Sales peaked at 3,692 units in 2023, following the launch excitement and prior demand, but crashed 58 per cent in 2024, when it sold 1,543 units. In 2025, sales fell further with just 650 units sold so far. In the nine years the Tucson never annually managed to hit the 4,000 units, making it a niche Hyundai car where the brand plays in the mass market.
The biggest reason for Tucson failing wasn’t due to the product not being good enough, but how it sat in the market. It was priced closer to SUVs like the BMW X1 and Audi Q3, but came with a badge not so appealing. There was also the pricing with Hyundai buyers viewing it as an expensive product, particularly as it sat right below the popular Creta.
The Creta was preferred over the others due to its similar features and serving a similar purpose, at a much cheaper price. The price difference just didn’t make much sense. It is not just Hyundai, and cars above Creta like the Jeep Merdian, VW Tiguan, and Skoda Kodiaq are in a niche market and sold at a much lower volume.
The CKD or Completely Knocked Down assembly kept the costs rather elevated and limited marketing backing from Hyundai. The brand’s focus remained on high-volume models such as the Venue, Exter, and Creta, but the Tucson struggled to gain lasting momentum in the market.
