For over a decade, Maruti 800 has enjoyed the pole position of being the most popular car from Maruti’s stable. However, with the introduction of Alto in May 2000, the scenario changed, making Alto the highest selling brand from Maruti’s offerings today.
And now, the company is looking to strengthen its current number one brand, backing it up with a major marketing campaign.
“We are constantly working on giving a new look to our brands. We have done it for Esteem, Wagon R, Zen, and now it was Alto’s turn,” said a Maruti spokesperson.
The new advertising campaign that will be launched in print and electronic media, aims to take forward Alto’s ‘Let's Go’ positioning. This will be layered with a message of freshness and rejuvenation, in line with the spirit of the monsoon season.
Alto has witnessed a growth of over 108 per cent during 2004-05, selling close to 123,000 units. It now aims to offer more to consumers with contemporary new looks and improved interiors.
The new Alto comes with clear lens headlamps and new tail lamps coupled with a new front grille and bumper to give the vehicle a more purposeful and performance-oriented stance.
The Alto has attracted a large number of entry-level and additional car buyers on account of its contemporary technology, safety standards, styling, features and low cost of ownership.
“The addition of these new features brings distinctiveness and refreshes the product, thereby making it even more attractive to this target audience,” said the spokesperson.
As for the pricing strategy, the new Alto offers enhanced values at the same price as the current Alto. While the standard model of Alto is available for Rs 2.42 lakh, Alto Lx comes at Rs 2.78 lakh and Alto Lxi is priced at Rs 2.98 lakh.
Two additional colours – Caribbean Blue and Wine Red – have been added to the existing range of Silky Silver, Pearl Silver, Midnight Black, Bright Red, Brilliant Yellow and Superior White for the Alto.