I moved further inside Maruti, understanding the essence of other higher segment brands. For example, when I had a dialogue with I.V. Rao, CGM (Engineering Division), Maruti Suzuki, on this issue, he defended, “We have done a lot of calculations. Without volumes, it does not make sense to launch a product; but then, Vitara is not a volumes player!” Then why did Vitara even see the light of the day? Was it just to build a brag value around the name of Maruti? India’s ‘people’s car’ maker Maruti finds itself in a strange quagmire when it comes to selling higher segment cars with its small car image. According to Tutu Dhawan, famed auto expert, the time is ripe for Maruti to nurture dissociated brands, “Maruti Suzuki should now focus on a diversified brand which need not be related to or connected with the Maruti brand – a strategy that is similar to what Toyota adopted with the Lexus and Honda with its Acura range.” Even Volkswagen employed this strategy at an appropriate timeline with the Audi brand and succeeded.
As a future strategy, Maruti should develop a brand
platform through which the company can sell its higher segment cars. Maruti definitely has the capability as far as technology is concerned; perception is perhaps the only impediment. To Maruti’s huge credit, the SX4 brand’s success is part of a branding which has been distinct from the company’s prior efforts. The value packed sedan mesmerised the market with its unique masculinity, features and value; being a Maruti was just an add-on and not the USP. If I were to utilise the same argument, a brilliant product like the Grand Vitara will be justified better with a newer, more upmarket brand. Namita of ICMR adds, “Even future products like the updated 3.6L V6 XL7, Forenza & the concept Kizashi will need specific branding exercises, which the standard Maruti platform definitely cannot provide. Suzuki’s technology more than deserves a newer upmarket, zippy brand for higher segment products; at least for the Indian market.”
As a future strategy, Maruti should develop a brand
platform through which the company can sell its higher segment cars. Maruti definitely has the capability as far as technology is concerned; perception is perhaps the only impediment. To Maruti’s huge credit, the SX4 brand’s success is part of a branding which has been distinct from the company’s prior efforts. The value packed sedan mesmerised the market with its unique masculinity, features and value; being a Maruti was just an add-on and not the USP. If I were to utilise the same argument, a brilliant product like the Grand Vitara will be justified better with a newer, more upmarket brand. Namita of ICMR adds, “Even future products like the updated 3.6L V6 XL7, Forenza & the concept Kizashi will need specific branding exercises, which the standard Maruti platform definitely cannot provide. Suzuki’s technology more than deserves a newer upmarket, zippy brand for higher segment products; at least for the Indian market.” Read these article :-
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