In a revelation, Maruti Suzuki Swift DZire has piped its hatchback kin Maruti Suzuki Alto, to book its berth at the top of the sales charts.
Data releases for the month of May 2013 show a sales figure of 17,265 units for the DZire against 16,411 units of the Alto being sold within the same period. Though a meek difference of 854 is what exists between both the cars, it will still go a long way in improving the coffers of India’s largest four-wheeler maker as the DZire retails in the range of 5-7 lakhs whereas an Alto could be yours at 3 lakhs!
Alto is a consistent 25,000 monthly seller but for some reasons, it has seen sales dwindle below 20,000 for the last couple of months! However, the excellent and consistent show of Dzire does suggest a shift in customer preference towards bigger and slightly more expensive cars even in the entry-level segment.
Maruti-Suzuki’s twiddling with the DZire’s dimensions have paid off big time. The shortening of the DZire’s length from 4.2 metre to just-below-4-metre helped it to gain a footing in the 12% excise bracket, ensuring its sticker price to be lower than quite a few hatchbacks. The DZire is expected to run amok in the coming months as well, courtesy a limited production capacity of 5000 units for the new-kid-on-the-block Honda Amaze.
Mayank Pareek, COO (Marketing and Sales) of Maruti-Suzuki feels that their company stands vindicated at the moment. About half-a-decade back, they had projected that compact sedans would replace hatchbacks on the wishlist of customers. Those were prophetic words spoken in the boardroom then, with the DZire having now emerged as a dominant player in the market. On a wider perspective, the compact-sedan segment registered a growth of 21% in the last fiscal even in the dampening backdrop of a 7% slump in the total four-wheeler volumes.
The DZire dates back to 2008, when the addition of a chunky rear boot to the already popular Swift led to its genesis. It had a good going in the market, with monthly sales figures to the tune of 10000 units. However, the real chutzpah was brought to the fore when the second-generation Dzire was unveiled in February last year.
There has been no looking back since then. Sales figures went skyrocketing to over 15,000 units per month, only to hit a pinnacle of 17,000 monthly units in the last month. Maruti Suzuki has about 27,000 pending bookings for the Swift DZire, which speaks volumes about customer preferences.
Source: Economic Times