The country’s largest car maker Maruti Suzuki, which has decided to come out with a separate dealer structure to retail its premium segment products, has set up a team comprising top executives from the sales and marketing department and is in touch with it is wide network of current dealers to gauge the viability of the project.
Maruti is planning to launch 100 new dealers as part of the plan by the end of the current financial year.
Till date, a significant part of Maruti’s volumes come from mini hatchback or compact sedan products like Alto, Ritz, Celerio, Swift and Dzire. The company’s concerted efforts to become a serious player in the premium segment has not yielded the desired result as products like SX4 did not deliver high volumes for a long period.
However, in 2014 the success of Ertiga and Ciaz – both the products are priced above R9 lakh – gave the the company the confidence that it could become a force to reckon with in the premium segment provided it is able to shed its small car tag.
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