Maruti Suzuki is moving beyond its traditional small car brand image in India.
In virtually every passenger vehicle segment that Maruti has a presence - mini, compact, super compact, mid-sized sedan, entry-level UV - the company is the segment leader.
With its new launches topping the sales charts, be it mini, compact, super-compact, mid-sized sedan or the entry-level UV - is having a considerable market share and keeps growing as the demand soars, the only bottle neck seems the production capacity.
With Gujarat facility coming to play in early 2017 it is bound to seize and consolidate its market position. It seem to not rest in past laurels and is now moving up in terms of feature rich and catering to the large section of the market.
Outpaces the industry in tough times,
The last few years have been difficult for the automobile industry with muted consumer sentiments and flat sales.
Maruti Suzuki, the undisputed leader in India with 1.5 crore customers and the Japanese carmaker's brightest spot on the global map, tightened its grip. Between 2011-12 and 2015-16, market share in the passenger vehicle segment went up from 38 per cent to 46 per cent (see Maruti has been increasing share...), its sales growth consistently outpacing the industry. Maruti has a history of waiting periods.
With the Ciaz and Brezza, Maruti has finally managed to move up a few notches into a pricier segment. Its last few attempts with the Baleno sedan and SX4 weren't very successful. But the Vitara Brezza in the Rs 7-9.5 lakh price band has been received well.
As the competition grew, so did the company. Today, the compact segment is the most fiercely contested one which contributes to over 40% of the overall passenger vehicle sales, with almost all automakers vying for the pie with many as 39 different models. But with the Ertiga, the Baleno and the Brezza, Maruti-Suzuki has grabbed the biggest chunk of this pie. Not to forget of its growing dealerships and the opening of the Nexa concept which is still in its nascent stage. 10% of its sales comes from the cars sold through Nexa.
A new, fully-equipped R&D center in Rohtak with 1,200 staff played a critical role in the new launches. The Vitara Brezza is the first model that was conceptualised, engineered and developed in India.
Future looks bright with a large product porfolio, the Vitara is rumored to be the flagship SUV sitting at the top of the segment, a 7 seater 'Vitara Brezza', Ignis, various facelifts in Ciaz, new swift and Dzire, 7 seater wagon R, S Cross in petrol variants and a slew of products to protect and grow its market share, not to forget the competition too is equally aggressive. This is how Maruti Suzuki is moving beyond its traditional small car brand image in India | ET Auto