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Maruti Versa set to debut next week

BS Corporate Bureau

Maruti Udyog Ltd, the country's largest car manufacturer, will launch its luxury multi-purpose vehicle (MPV), Versa, in the middle of next week, according to the company. The vehicle is being positioned as an alternative to a luxury mid-sized car which offers more space and driving comfort.

A company executive said Versa will be priced over Rs 6 lakh and be positioned against existing MUVs- Toyota Qualis, Tata Sumo and Safari, as well as C1 category cars such as Hyundai Accent and Ford Ikon.

In addition, it would target owners of premium small cars (B-segment) like Maruti's own Zen and Alto, Hyundai Santro and Tata Indica, who may be planning to graduate to a bigger vehicle.

"We are trying to emulate the success of luxury MPV manufacturers in Europe and North America in recent years," the executive said. Among the popular compact MPVs worldwide are General Motors' Opel Zafira, Fiat Multipla and Mitsubishi Space Star. Among the more advanced MPVs are Chrysler Voyager, Honda Odyssey and Town and Country.

None of these vehicle manufacturers have attempted to launch an MPV in India so far and hence the success of Versa-- the first luxury MPV in the Indian market-- will also impact the evolution of this category of the passenger vehicle market and the business plans of competition.

"This is one of the reasons why we have decided to invest substantially on promotions during the launch as well as focus equally on post launch activities. We are conscious that, as market leader, Maruti is introducing a popular international category into the Indian market. As such, the marketing communication will focus equally on the MPV category as on highlighting the luxury and space of Versa itself," the executive said.

Maruti has pioneered the Indian car market by developing first the small entry car segment with Maruti 800 and then launched B-segment cars such as Zen, Alto and WagonR.

According to analysts the MPVs in the West have come as a response to changing lifestyles. People in the West want their cars to offer luxury along with space and flexibility of usage. With changing lifestyles, Indian customers also want a similar combination. Maruti will aim to tap this demand with Versa.

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