Hyundai Creta turns 10! The SUV that refuses to fade

Time of India

5 days ago

In the world of Indian automotive retail, few nameplates have held their ground as firmly, and as quietly, as the
Hyundai Creta
. A decade after it first arrived in showrooms, the Creta isn't just present in the
mid-size SUV
segment, it still defines it.
Since 2016, the Creta has consistently been the highest-selling SUV in its category, every single year. In the past 10 years, its cumulative sales have crossed 1.2 million units in the domestic market. The numbers speak volumes. A product line that now spans three full generations, multiple powertrains, and two special editions.
"
Hyundai
identified a fast-growing demand for compact SUVs among Indian buyers, especially as preferences started shifting from hatchbacks and sedans to vehicles offering more space, a higher driving position, and stronger road presence. At that time, the Indian compact SUV segment had started gaining traction, and models like the Renault
Duster
and Ford EcoSport were doing well. Hyundai aimed to disrupt this space with a global product tailored for local needs, " says Abhilash Gupta, Automotive Analyst, Counterpoint Research.
A product that grew with the market
When the Creta was launched in 2015, it entered a segment still in flux. Compact SUVs were just beginning to get serious buyer attention, and Hyundai's strategy was to deliver a product that felt premium, yet practical; urban, yet not too aggressive. That positioning hit a sweet spot. The Duster had made the space viable, but the Creta made it aspirational.
Gupta adds, "Hyundai conducted extensive research in India, including feedback from over 900 SUV owners and potential buyers."
The second-generation Creta, launched in 2020, leaned harder into features and tech, establishing new norms for what a mid-size SUV should offer. Its large infotainment display, connected car features, a panoramic sunroof, and the introduction of turbocharged petrol variants marked a clear upshift in customer expectations, expectations that competitors had to then catch up with.
"Hyundai offered a feature-rich package, an industry-first three-year unlimited warranty, and a total cost of ownership promise, appealing directly to the price-sensitive Indian consumer. Hyundai's direction was clear: build an aspirational yet accessible urban SUV for India's evolving and maturing car buyer," explains Gupta.
By the time the third-generation Creta arrived in 2024, Hyundai had refined the formula even further. From ADAS Level 2 features to dual 10.25-inch screens, from a more mature design language to a quieter, more premium drive feel, the 2024 model made one thing clear, Creta wasn't just keeping pace with the segment. It was still setting the pace.
A brand that transcends product cycles
Part of what makes the Creta story so interesting is how consistent its appeal has remained, even as the Indian buyer has evolved. Between January and June 2025, nearly 70 per cent of all Creta buyers opted for variants equipped with a sunroof, a strong signal that lifestyle features are now no longer optional for India's new-age buyer. What Hyundai has done well is to anticipate these shifts early, and scale features quickly across variants without making the product feel stretched or gimmicky.
Gupta explains, "Eight of 11 Creta trims now come with sunroofs, making this feature widely accessible across price points. The high take rate for sunroof models in Creta indicates a maturing, urban-centric customer base willing to pay for feel-good features over basic utility."
Even special editions have been handled with restraint. The Creta Knight Edition in 2022 brought in a darker, sportier look, while the Adventure Edition in 2023 played to outdoor and offbeat sensibilities. Neither strayed far from the core identity of the car, but both gave enough freshness to maintain excitement across showroom floors.
At a time when most mid-size SUVs refresh every three years and often vanish by year seven, the Creta's ability to hold attention, and market share, for ten straight years is a feat in itself. That it has done this while staying true to a mass-market premium positioning makes it even more impressive.
"Hyundai effectively creates a "tech-luxe" positioning within the mainstream compact SUV segment. A customer looking for this category's most feature-rich, connected, and semi-autonomous experience is naturally drawn to the Creta. This creates a powerful differentiator beyond just engine performance or design," feels Gupta.
Competition has evolved, but so has Creta
Today, the Creta competes with a long list of capable alternatives. Kia's Seltos has carved its own identity and is often seen as a sportier cousin. Maruti Suzuki's Grand Vitara and Toyota's Hyryder have made strong inroads with hybrid drivetrains and city-friendly efficiency. Volkswagen's Taigun and Skoda's Kushaq offer dynamic driving experiences with European engineering polish. Even the Honda Elevate has entered the fray with its understated value-first approach.
"The Creta's enduring dominance isn't due to a lack of competition, but rather Hyundai's mastery of a holistic strategy that competitors have struggled to match across the board," Gupta says.
Yet, none have been able to consistently dislodge the Creta from its perch. Hyundai's edge lies not in delivering one spectacular feature, but in maintaining a balance that few others manage. Powertrain choice, feature availability, brand value, resale comfort, dealer coverage, it all comes together to keep the Creta ahead without shouting.
Gupta elaborates, "In essence, Creta is successful because no competitor has delivered the same all-round package with the same level of consistency and nationwide appeal."
A decade in, still growing
What perhaps sums up the Creta's enduring success best is this: it doesn't compete with others so much as it competes with itself. Each generation, each refresh, has outdone the previous without trying to overcorrect. It's a model that evolves in rhythm with the market, not ahead or behind it.
And as the Indian SUV landscape continues to shift, with hybrids gaining ground, EVs entering in higher numbers, and buyer expectations rising, there's every indication that Hyundai will continue to invest in keeping the Creta relevant across multiple fuels and formats. But even in its internal combustion avatar, the Creta continues to outsell rivals and set the tone.
As of H1 2025, Hyundai sold around 4,000 units of the
Creta EV
in India, capturing an estimated 5 per cent share of the country's fast-growing BEV market. The Creta EV is priced, positioned, and specified as a 'tipping point,' but will need time and market tailwinds to match the original's runaway numbers. Creta EV arrives when rivals are also launching compelling, long-range, and feature-rich electric SUVs. Maintaining its 'default choice' status will depend on Hyundai's agility in scaling production and sustaining perceived value.