Whats up Maruti Suzuki ? Broken the decade long jinx, if not longer??
Lets discuss the list of Products bombed in Premium segment last decade : Baleno , Kizashi, Grand Vitara ... Yup! A long list it is!
Now comes in NExa, New Marketing, New Branding, Fading Consumer Memory ( always helps) , forgiving customer for past debacles
and you have a brilliant new Product and Buying Experience!
Despite Honda launching a refreshed City, the Ciaz has overtaken the former in monthly sales. Tables have surely turned
Honda as a brand has stood for prestige, premiumness, luxury and comfort and has enjoyed a superlative Aspirational value since its launch in India in 1997-98. though it was very distinct from its global image which has been of entry level workhorse. Several Mass Auto Brands come to India and become Luxurious and Premium , other examples being VW, Skoda,
So what worked for Ciaz ? Shift to Nexa , Consistent Product Performance, Change in Mindset and Brand Perception of Maruti Brand or a combination of all these factors ... All said and done ...a big Hats off to Maruti Suzuki India for Pulling this off ... Lets see how long the lead can be sustained... as its just the beginning!