Renault keeps aggressive pricing strategy at the fore, set to launch Duster at Rs. 7 lacs

Tuesday 26 June 2012, 01:04 AM by

Renault India is gearing up for the launch of its much-awaited compact Sports Utility Vehicle (SUV) Duster in July 2012. Before the launch of Duster in the Indian market, Renault is rejoicing with the bookings of over 1,000 units and anticipates some new surprises post-launch.

Renault keeps aggressive pricing strategy at the fore, set to launch Duster at Rs. 7 lacs |
Renault keeps aggressive pricing strategy at the fore, set to launch Duster

The 4.3-metre-long Duster will be the first compact SUV in real terms from any international car maker to grace the Indian roads. With this model, the car maker is planning to target the youth, who will surely be lured by its advanced features and world-class technology. It is said that the petrol version of Duster will be offered with a price tag of Rs. 7 lacs. In addition, Duster’s base model of diesel series will cost Rs. 8 lacs and its fully loaded version will be put on sale for somewhere around Rs. 12 lacs.

With such aggressive pricing, the French automotive giant will break the market of competing models like the upcoming Ford EcoSport and Mahindra mini Xylo. The former is expected to hit the market next year, whereas the latter should arrive in the country by Diwali 2012 itself. EcoSport is a highly anticipated model that will be priced around Rs. 9 lacs, whereas the compact version of Xylo will be come at Rs. 5-6 lacs. With a price tag of Rs. 7 lacs, Duster may become a viable option for buyers who want a SUV at a median price range.

Till now, the company has marked its presence in many potential segments of the industry, namely Pulse hatchback, Fluence premium sedan and Koleos SUV. All these models are packed with smart features but failed to make their presence felt among Indian buyers. Earlier, the company had decided to launch the car around September-October and planned to route its different variants to easily cope up with the demands of Indian buyers. With the launch of Duster, the company is looking forward to a big share in the market.

Rajiv Mitra, Spokesperson, Renault India, commented, “Duster would be the most aggressive product from our stable, so far. We are close to finalising the details and introduce it at a very aggressive price. It will have multiple choices with the top-end model having dual airbags, leather upholstery, 16-inch alloy wheels and ABS with brake assist.”

In April 2012, Maruti Suzuki India also launched its first compact Multi Purpose Vehicle (MPV), Ertiga, in the Indian auto market at a starting price of Rs. 5.89 lacs. Within a span of just two months of Ertiga’s launch, the largest car maker of India gained the title of third largest Utility Vehicle (UV) maker. In addition to the features and performance, the aggressive pricing strategy employed by the company played a huge role in the success of the model. Another aspect is the vast service and distribution network of the company in India. Therefore, it can be expected that Renault, despite a smaller network, can outpace some big players of Indian industry with its new feature-rich SUV, although not as fast as MSIL did.

Senior Vice-President, Global Marketing and Communications, Stephen Norman, seemed really confident about the Duster saying, “For the price that we are going to be selling it, we will be offering a good looking, robust, modern and fully loaded SUV where, currently with the exception of the new XUV 500, the competition has absolutely nothing.” He added that the Duster easily tackles uneven road surface whilst not being difficult to drive like a typical SUV.

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