New Delhi, Nov. 10 -- Korea's Hyundai Motor that made an aggressive India bet late last century is looking to reinvent itself as a homegrown carmaker, at a time when its coveted market position is under challenge from fierce local rivals.

Hyundai Motor India Ltd won early success with popular models such as the Hyundai Santro, Accent and i10, becoming India's second-largest carmaker by 2009. The company has guarded that position since then, but threats are rising - Mahindra and Mahindra outsold Hyundai in the first nine months of 2025; Tata Motors Ltd is catching up as well.

At Hyundai's sprawling Gurugram headquarters, Unsoo Kim, the company's outgoing India boss, spelt out a key goal, as the carmaker fights to guard its cherished posi...