Success story of Maruti Suzuki is kind of a lesson to automakers. Since production started in 1983, the Japanese subsidiary learned what diversified Indian mass wants and worked its way up gradually to building a closely separated product lineup. Maruti created sub-segments; offered low-value and high-value cars in same category. Like Alto 800 and Alto K10; Celerio, Wagon-R, Zen Estilo and Stingray; Ritz and Swift; Omni and Eeco.
Maruti Suzuki’s portfolio does not have a gap which lets another manufacturer plug. Hyundai’s lineup is similar to Maruti’s, hence they rank second.
Suzuki Motorcycle India has decided to adopt similar strategy of offering as many dishes on the table, so that none walks out without finding their bite. Suzuki’s currently secures only 1% market share in biking segment, whereas fairly better in scooter space with 11%.
Over three years, Suzuki intends to double India made products to 12 and import CKD and CBU bikes from Suzuki Japan. Dealership coverage to be spread out extensively in semi-urban and rural areas. 600 outlets to be increased to 3,000 across India. By 2017 fiscal, Suzuki aims to sell 7.5 lakh bikes & scooters, almost double from 4 lakh units sold in 2014 fiscal. Obviously Suzuki’s Gurgaon plant will be expanded, to produce 10 lakh units from present capacity of 5.4 lakhs.
For now, Suzuki Let’s 110cc scooter launched last month is expected to sell 1 lakh units per annum. With Suzuki Gixxer 150 bookings open, launch slated in July 2014, will Suzuki enter big league sooner?
via Times of India