Hyundai’s fine Rs5 million: Here’s why!

ISLAMABAD: Auto major Hyundai Nishat Motors has suffered another setback as the Competition Appellate Tribunal (CAT) upheld the Competition Commission of Pakistan (CCP)’s findings that it misled Pakistani car buyers during the much-anticipated launch of the Hyundai Tucson SUV in 2020.

In a spectacular Facebook Live unveiling on August 11, 2020, Hyundai wowed the audience with “exotic prices” — Rs 4.89 million for the GLS/FWD and Rs 5.39 million for the Ultimate/AWD. But the excitement was short-lived. The “special offer” disappeared in less than 24 hours, the disclaimer was buried in the fine print, and the prices were hiked by Rs 200,000 — leaving consumers in a quandary.

The CCP slammed the move as “bait advertising” – a clear violation of Section 10 of the Competition Act – and initially slapped Hyundai Nishat with a fine of Rs 25 million in April 2025. The tribunal has now reduced the fine to Rs 5 million but confirmed the company’s guilt, saying it was ordered to use market manipulation tactics.

The authorities stressed that while Hyundai maintains transparent practices in other countries, Pakistani buyers were treated unfairly.

For Pakistanis, the case is a wake-up call, proof that flashy launches and hidden announcements will not go unchecked in Pakistan’s auto market.