But what Maruti lacks is a good diesel portfolio in the compact segment. Both Tata and Hyundai have raced ahead in this category; despite not having an inhouse technology, Hyundai has somehow accessed it. Tata Motors hopes to only have a diesel variant of the Rs.1 lakh car. But the Japanese giant can make a comeback in this category. Says R. C. Bhargava, Director & designate Chairman, Maruti Suzuki, “Since we have our own manufacturing plant now, we may consider including more diesels in our portfolio.”
branding woes: The problem with Maruti is that it has got closely associated with small cars; it’s the way Hero Honda is known for low-priced, lower engine capacity bikes. In addition, Maruti’s models are not perceived as ‘novel’, and it doesn’t have a great presence in the higher segments. Sums up auto expert Tutu Dhawan, “Maruti is basking in the glory of the 800 and other successful models, it has become stagnant and customers are fed up with repetitions. Today, the customer wants change and it is high time that the company expands its range.”
For example, the Hyundai’s i10, and other models, have been branded as one that were introduced ‘first in India’ and ‘later in the world’. Tata Motors is positioning its Rs.1 lakh car as one that’s ‘for Indians’ and produced ‘by Indians’. Maruti too needs to be more India-centric to retain brand loyalty. But this is not going to be too difficult. The recent comment by Osamu Suzuki, Suzuki’s chairman, that his company will develop a new compact model in India, may be the first step in the right direction.
For Complete IIPM Article, Click on IIPM Articlebranding woes: The problem with Maruti is that it has got closely associated with small cars; it’s the way Hero Honda is known for low-priced, lower engine capacity bikes. In addition, Maruti’s models are not perceived as ‘novel’, and it doesn’t have a great presence in the higher segments. Sums up auto expert Tutu Dhawan, “Maruti is basking in the glory of the 800 and other successful models, it has become stagnant and customers are fed up with repetitions. Today, the customer wants change and it is high time that the company expands its range.”
For example, the Hyundai’s i10, and other models, have been branded as one that were introduced ‘first in India’ and ‘later in the world’. Tata Motors is positioning its Rs.1 lakh car as one that’s ‘for Indians’ and produced ‘by Indians’. Maruti too needs to be more India-centric to retain brand loyalty. But this is not going to be too difficult. The recent comment by Osamu Suzuki, Suzuki’s chairman, that his company will develop a new compact model in India, may be the first step in the right direction.
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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