Brand Case Study #1
And it has started!
Maruti Suzuki has come out with their latest offering for the #millennials in the form of Ignis, a premium urban compact (as Maruti calls it) with bold SUVish design and they are calling it #noneofakind. Well one this for sure is that it is none of a kind. Never has Indian automobile industry seen such a radical design with so many upmarket features stuffed into a teeny-tiny form-factor. What more? well it does not borrow any bits and pieces from its siblings either which makes it live up to its tag line - Born Original. And to keep the offering premium, Maruti has decided to push it through NEXA - http://www.nexaexperience.com/ignis.html
Well the Millennials are not much concerned about the fuel economy and the maintenance factor (at least I am not). So my interest is where the heart (engine) is. Maruti has surprised all of us by offering the same engine line up found in the Swift in Ignis as well. With the kerb weight of less than 1000kg, this is sure to hit the sweet spot with the millennials when it comes to performance and sporty factor. It is also heard that the petrol engine has a cool stock exhaust note as well.
Apple Carplay, LED Headlamps, DRL's, Blackened alloys, ABS/ Airbags as standard and such features are surely to be applauded by even the common man.
With prices starting at Rs. 4.60 lakhs, its not cheap by any means when compared to the lengths of car that this kind of money can buy. But then again it is not meant for people who think along those lines.
Maruti once again has outbid their competition by creating a niche among niches with the Ignis and it is bound to be a huge hit (among the millennials of course).
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