Expression of one’s individuality is finding plenty of traction amongst today’s youth. From clothes to gadgets to fashion accessories, youngsters are increasingly making personalised statements. The same holds true for automobiles — a lot of consumers modify their vehicles in a way that is reflective of their personality.
To cash in on this trend, Maruti Suzuki, the country’s largest car-maker, is launching a unique personalisation experience called iCreate.
Essentially, customers who want to buy the company’s small SUV Vitara Brezza can modify it according to their taste when making a booking. All they have to do is visit a dealer, and while placing a booking, order how they want their vehicle to look like. So, a customer can choose, say, exterior colour, body graphics, alloy wheel design, seat cover colour and pattern, interior styling kits, infotainment options including TV sets for rear seat passengers, mats and so on. The same can be done on the company’s website also.
“Since it was launched in March this year, we noticed that while an average Maruti car customer spends R10,500 on modification at the dealer level, a Vitara Brezza customer spends R24,000,” RS Kalsi, executive director, marketing & sales, Maruti Suzuki India, told FE. “iCreate is a revolutionary concept being introduced in India for the first time,” he said.
While there are already 500 generic accessories that can be fitted in Maruti vehicles, including add-ons such as perfume bottles and floor mats, with the iCreate the company has made available an additional 90 elements and their various permutations and combinations — especially designed for Vitara Brezza — for a customer to choose from. “iCreate is not just about accessories, it is a platform that enables one to create a car reflecting her personality. The goal is to be a choicest destination for young first-time buyers and customers upgrading from entry-level hatchback cars,” Kalsi said. “The average Vitara Brezza customer is adventurous, sporty and glamorous, who is ready to experiment. That’s the reason the iCreate is first being launched with the Vitara Brezza. We are sure there is a scope to bring other Maruti vehicles under the ambit of iCreate over time”.
In just seven months of its launch, the Vitara Brezza — Maruti’s first sub 4-metre SUV — has zoomed past the 50,000 sales mark, despite the absence of a petrol engine, helping the company reach its highest ever monthly sales figures in September. However, the overwhelming response has pushed the waiting period to over six months in some cities.