We all know that Maruti is undoubtedly the leader of Indian car manufacturers with market share as high as 30%. But when it comes to image, Maruti likes to do the textbook stuff only. Certain traits are associated with the Maruti like, people's car, budget cars, economical cars and much more. This leads towards the failure of Maruti when it comes to offer any premium segment car. Be it Kizashi, Grand Vitara or even SX4, they all failed miserably in the Indian market.
Now, Maruti has decided to do an image makeover and target the niche audience too. With the recently revealed Maruti Ciaz or the upcoming S-Cross, the offerings are very premium class, with an overall good quality. This shows how hard Maruti is trying to be among the premium car makers. They are trying to change the badge of mass market caterers to something of a premium vehicle maker.
Reports are that Maruti is in the process of overhauling their staff. They are getting people from various industries like hospitality, insurance and also from the luxury car makers like Mercedes and BMW. They want to change their sales pitch from a low budget fuel efficient car to a feature rich high end car.
Maruti will set up a team of 1800+ employees, who will specialize in dealing customers of premium segment in 20 major cities of India for the start. They will be equipped with more premium attire including tie and jackets. Also, they will be trained in behavioral aspect as well as communication skills. The sales team will take the test drives to the doorsteps of the customers on request.
With the market dynamics evolving rapidly and the premium car makers like Honda, VW, Hyundai are taking over the mid size sedan and compact SUV, MUV segments quickly, Maruti has taken the right decision, to go the premium way. Though Maruti will not shift the focus completely from the small cars as they still cater to 60% of the car buying audience in India.