Maruti Tightens its Reins to Compete Harder

Wednesday 21 July 2010, 00:00 AM by Payal Pathak

For the first time in past few decades, Maruti Suzuki India Limited saw its market share drop to 47 percent, below the important 50-mark. There are new entrants in the market and they have all various competitive techniques including new features, better styling, loaded base variants or even cut-throat pricing to compete with the established and best selling models from Maruti.

MSIL is now holding series of meetings and the brain storming sessions to prepare a combat plan for the Indian auto market. The company has already set aside Rs. 3,000 crores for new investments to ramp up its production lines by another 200,000 units. It intends to reach 1.4 million units mark by 2012.

Maruti has some of the best selling models like Swift, Swift Dzire that still have long waiting periods. The ready availability or lesser waiting period of new entrants like GM Beat, Hyundai i10, Ford Figo has made customers turn to new models. Moreover, with models like Ford Figo offering Bluetooth and Nissan Micra offering airbags in the base model or features like push button start/stop etc., customers are being lured to switch to newer models.

The competition is set to grow even fiercer as more new models await entry in the Indian market. Toyota Etios, Honda small car, Hyundai’s 800cc model, Volkswagen Up!, Fiat’s sub-compact car are yet to enter the Indian market by 2011-12.

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