Alto: MUL mulls customer reward, referral scheme

Kumarkaushalam in New Delhi

The Rs 9,253-crore Maruti Udyog Ltd (MUL) is contemplating launching a customer reward and referral scheme for the owners of Alto car brand. The ‘Referral Scheme’ is expected to allow owners to accumulate points on successful referrals, which can be redeemed against a host of prizes.

Also, in a loyalty initiative aimed at connecting with the customers, MUL has kicked off Alto Hot Chase. Beginning with Pune, Ahmedabad and New Delhi, Alto Hot Chase will be taken to seven more cities in the next three months.

Alto Hot Chase is designed to be a fun-filled treasure hunt for Alto owners and their families. Here, on the basis of clues, the participants drive 90 km in and around the city. At each destination, the participants’ time card is stamped. The winner is decided on the basis of reaching all check points, answering the quiz and time deviation from the normal time fixed to cover each check point. The bumper prize is a Delhi-Kuala Lumpur return ticket for two.

Says an MUL executive: ‘‘We now need to involve Alto owners to become our brand ambassadors.’’

So far MUL has sold over 44,000 Alto cars. Alto is available at three price points: Rs 2.99 lakh, Rs 3.56 lakh, and Rs 3.77 lakh.