Maruti takes a shot at sedans, launches Ciaz
Company is hopeful of making a mark in the latter as well
By : DC Correspondent
Update: 2014-10-07 02:32 GMT
New Delhi: India’s largest carmaker Maruti Suzuki has once again taken a shot at sedans by launching its new midsize ‘Ciaz’ on Monday. The company which is a market leader in small cars segment, had a limited success in the big segment cars till now. However, Maruti is hopeful that Ciaz, with its sleek design and sporty look will break new grounds for it. “We present good product to customer. We believe that this car will open a new way in the market,” said Maruti Suzuki’s managing director and CEO Kenichi Ayukawa.
He said that Ciaz has been built keeping in mind the needs and expectations of the Indian sedan customers.Ciaz has been launched with an introductory price starting at '6.99 lakh (ex-showroom Delhi).“There are 1.4 million customers who are using Swift and Dzire. Now they are the one who are waiting to upgrade themselves to high segments. I think Ciaz will be natural upgrade for them and we are quiet confident on that front,” said Maruti Suzuki executive director (marketing and sales) R.S. Kalsi.
Maruti Suzuki’s sedan SX4, launched in 2007, didn;t met with expected success and was recently phased out. Ciaz with its aggressive introductory pricing will compete with Honda Motor’s City and Hyundai Motor’s Verna. The car has already received around 10,000 bookings. Mr Ayukawa said that the company is expecting to sell between 60,000 to 80,000 units of Ciaz during the first year of the launch. It will have 98 per cent localisation and Maruti has invested Rs 620 in developing this new model.
In addition to the domestic market, the company also plans to export the car to markets in the Middle East, Latin America and Africa.Mr Ayukawa said that after three years of slowdown in the car industry, some signs of growth are visible. “The festival season is adding to positive sentiments around us,” he said. Mr Ayukawa said that Maruti Suzuki has been able show 15 per cent growth this year and “we have improved our market share to around 45 per cent.”