The South Korean auto major is banking on a fully reengineered Seltos to reclaim leadership in India's fastest-growing SUV segment.
10 Dec 2025 | 1917 Views | By Ketan Thakkar
Kia India has set its sights firmly on returning to the top three positions in the mid-size SUV segment, with the all-new Seltos positioned as the brand's most critical model for renewed leadership. The company believes that the redesign addresses nearly every customer demand surfaced over the past five years, ...
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Kia India has set its sights firmly on returning to the top three positions in the mid-size SUV segment, with the all-new Seltos positioned as the brand's most critical model for renewed leadership. The company believes that the redesign addresses nearly every customer demand surfaced over the past five years, creating a strong platform for volume rebuild in one of India's fastest-growing categories.
"At launch, we were always among the top two or top three. We definitely aspire to get back to that space," said Atul Sood, Sr VP sales and marketing, Kia India.
Sood underscored that the new Seltos represents a complete strategic overhaul, not a conventional generational update. The redesigned model features a larger footprint, upgraded interior space, enhanced technology, and a stronger safety profile, built on Kia's global K3 platform, engineered for improved structural rigidity and crash performance.
Sood was non-committal on volumes. Codenamed SP3i, the company plans an annual output of 90,000 to 1 lakh units, which translates to about 8,000 to 9,000 units a month.
This renewed focus on engineering fundamentals is complemented by a product philosophy centered on customer-defined value. By widening the feature list and enhancing the cabin experience, Kia aims to reinforce the premium positioning that once gave Seltos a decisive early lead.
Creating a New Space in an Expanding Segment
The mid-size SUV segment has expanded sharply since 2019, with new entrants redefining the competitive landscape. Kia projects the segment to close 2025 at around 6.7 lakh units, with strong double-digit growth by the end of 2030.
Against this backdrop, the company believes the new Seltos can appeal not only to traditional mid-size SUV buyers but also to customers from the segment above—those seeking more space and technology without a steep price jump. This allows Kia to position the Seltos as a bridge between segments, strengthening both volumes and brand perception.
Aiming Higher With a Larger Footprint and Wider Consideration Set
With a longer and wider body, improved interiors, and a more progressive technology suite, Kia expects the new Seltos to attract B-segment upgraders as well as families considering larger SUVs.
This dual targeting strategy widens the funnel of potential buyers and aligns with the market's broader shift toward premiumization—especially as SUVs now account for nearly 65–66 percent of the overall passenger vehicle market, a share Sood expects to reach 70 percent by 2030.
Focus on Retention and Loyalists
Kia is also prioritizing retention of its early Seltos customer base, many of whom purchased their vehicles in 2019–20. With the upgrade cycle now underway, the company is exploring ways to offer favourable resale support and structured upgrade pathways.
"We are evaluating considerations for existing Seltos owners, especially around resale support to bring them back into our fold," Sood said.
The company believes a strong base of loyal users can create predictable early demand and help re-establish Seltos among the segment's top performers.