The Tata Punch has been a runaway success in the micro SUV segment, it set sales records and won over critics with its robust build quality and appealing design. With the Ai3, Hyundai is hoping to get a slice of this lucrative pie. Punch is no small thing however. Tata has a very strong safety reputation and a fiercely loyal customer base. The Ai3 is also adapting an existing platform, but the Punch is also a purpose built micro SUV. On the other hand, Hyundai is known for packed features, value for money products and a wide service network. Can Hyundai's brand value and modern features of the Ai3 transcend the already established position that the Punch has? In which ways does Hyundai need to leverage its strengths to make the Ai3 the true Punch competitor?