Islamabad, April 16, 2025 – The Competition Commission of Pakistan (CCP) has imposed a hefty fine of Rs25 million on Hyundai Nishat Motors for deceptive marketing practices surrounding the highly anticipated 2020 launch of its Tucson SUV.
The CCP began its investigation after Hyundai hosted a major Facebook Live event to unveil the Tucson, promoting “introductory prices” of PKR 4,899,000 for the GLS/FWD variant and PKR 5,399,000 for the ULTIMATE/AWD version. However, the Commission discovered that these special rates were valid for less than 24 hours, and that the phrase “for a limited time only” was printed in barely legible, small text.
Soon after the brief booking period, Hyundai raised the prices by PKR 200,000 and removed all references to the original pricing from its website and social media platforms. This sudden price increase, without adequate disclosure, prompted the CCP to take action.
In its ruling, the CCP stated that Hyundai’s pricing tactic amounted to “bait advertising”—a misleading strategy where consumers are drawn in with attractive prices that are quickly withdrawn. The Commission emphasized that Hyundai failed to properly communicate the limitations of its offer, causing confusion and disappointment among potential buyers.
Furthermore, the CCP criticized the automaker for applying double standards. It noted that Hyundai adheres to stricter, more transparent marketing practices in international markets, and that Pakistani consumers are equally entitled to clarity and fairness in advertisements.
This marks the fifth time the CCP has taken action against a major player in the auto industry in recent years. In this case, the penalty serves as a stern reminder that companies operating in Pakistan must uphold ethical marketing norms. The CCP reaffirmed its commitment to protecting consumer rights and holding corporations accountable.
As Hyundai continues to expand in Pakistan’s competitive automotive landscape, this decision underscores the importance of trust and transparency in building long-term customer relationships. The CCP’s message is clear: deceptive marketing, no matter how brief or subtle, will not be tolerated.