Top Story

e4m_logo.png

Home >> Marketing >> Article

Maruti to roll out new-look Esteem

02-July-2004
Font Size   16
Share
Maruti to roll out new-look Esteem

After rolling out the Maruti Zen in a new avatar, Maruti Udyog is set to launch the new look version of the mid-size car Esteem. The new Esteem will have considerable changes in the bonnet, the grill, on the rear and in the interiors, industry sources said.

According to market analysts, "The feeling at the company was that while the car was liked by people on the performance and the cost of ownership aspect, the look of the car was about 10 years old and getting a bit outdated. Hence, the decision to give the car a fresh look." It could, however, not be ascertained if there will any changes in its pricing.

The launch will also help the company meet competition in the increasingly crowded A3 (mid-size sedan) segment. The A3 segment has seen considerable action over the past year in the form of price cuts and new launches. In addition, the segment has been growing at a steady rate.

Sales of the Esteem, which is available in five variants, grew by 10 per cent in the last year to about 11,500 units.

Meanwhile, industry sources point out the launch could be indicative of Maruti's strategy to focus on the A3 segment this year, after taking a number of initiatives for its compact car models last year. Earlier this year, Maruti had rolled out a cheaper variant of its other A3 model Baleno. The last year had seen the company roll out new look versions of the Zen and the WagonR.

Many domestic manufacturers in recent months have strived to regularly come out with newer variants of their car as well as revamp existing models in order to create constant excitement in the market and maintain consumer interest. And the strategy has worked. For instance, new look versions of the City and Accord rolled out by Honda last year have seen runaway sales.

Maruti had indicated last year that it intends to regularly innovate on its existing models.

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.