New Delhi: India’s largest car maker Maruti Suzuki India Ltd on Friday introduced the Ignis compact car, priced between Rs4.59 lakh and Rs7.80 lakh (ex-showroom, Delhi).
Maruti said the car is aimed at so-called millennials, or people born after 1988. Maruti has consciously tried to shed its image of a small car maker for a typical middle class Indian family, which does not want a car to be flashy.
To shrug off that perception, Maruti introduced a separate sales network called Nexa. Ignis is third car to be introduced under the Nexa network.
“I am often asked if Maruti Suzuki is shifting its focus from its core segments and shifting towards premium. We have taken this challenge to create newer segments to fulfil the wishes of our customers. We are aware that the life and priorities of our customers are fast evolving. If we have to keep pace, we must demolish traditional categories and think afresh. Just like the customer is thinking,” Kenichi Ayukawa, managing director, Maruti Suzuki, said.
On the price front, Ignis competes with Mahindra & Mahindra Ltd’s KUV 100. It may also take away customers who may otherwise have opted for existing Maruti models such as the Swift and Baleno.
Maruti said the car will create a new segment and expand the market itself. The car comes with auto gear shift technology (a distant cousin of an automatic gearshift), in both petrol and diesel options. Maruti claimed that the car has been tested at its research and development (R&D) in Rohtak (Haryana) and that it meets all the required safety norms.