Kia Seltos in particular has come under the scanner for its safety ratings, the most talked about of them being its 3 star Global NCAP rating, which has got car enthusiasts and prospective buyers talking. This article seeks to answer whether the safety rating of this model is a big factor when a person buys a car, or as a car owner, are other features and benefits of the car more important than this single component of its safe nature. The thesis talks about the extent to which consumers take safety ratings into consideration while making a purchase, especially in the context of Indian road conditions and driving habits. It also examines Kia's reaction to the safety issues and updates in newer versions of its model. Safety is a very important factor in the Indian automotive market and this topic is very relevant.