Just the way a character called ‘Chiraunjilal’ would rather call himself Cherry in a movie we remember watching, Maruti Suzuki’s existing and future premium products will only carry the Suzuki badge on the boot lid. In order to lose the mass market image and present a more premium case for themselves, the existing Ciaz sedan, upcoming A-Cross crossover, a premium hatchback competing against the Elite i20 and their YBA compact SUV will drop the ‘Maruti’ name from their nomenclature.
To further differentiate and convey a premium message, while the hatchbacks and entry-level cars will continue to be sold through existing dealerships, premium products which cost more the a million rupees will be retailed through exclusive dealerships called ‘Nixa’. According to the report, the new badging will come into effect starting June this year, while premium dealerships will take another year’s time. The car maker has been unsuccessful at its earlier attempts to sell relatively expensive machines like the Vitara and the Kizashi sedan and this time around, is ensuring that the company’s mass market image isn’t a reason for customers to shy away from their premium products. While they’ll do what they can, will it stop the average buyer from calling a ‘Suzuki’ a ‘Maruti’?