The extremely aggressive marketing strategy around the K Series engine is finally starting to bear fruit. Owing to this specific engine, Maruti has been able to pump life into low volume models such as Estilo and Ritz.
Shashank Srivastava, chief general manager (marketing) at Maruti Suzuki India -
Estilo’s sales have doubled to 5,000 units per month while Ritz sells 3,500 units of the petrol variant against the earlier average of 2,200 units
The K Series engine debuted in the A-Star in 2008 and since then almost all small cars from Maruti’s stable have been carrying this heart. Maruti Suzuki makes three types of K-series engines in their Gurgaon plant. The key benefits of the K series engines are that it is lighter in weight, generates lesser emission and improves overall driving capability.
The engine has been so successful that Maruti Suzuki is contemplating on introducing it on larger cars such as SX4, Eeco and Grand Vitara. The company also plans to spend 60 crore rupees annually on advertising just for the K series engine.
Source - MyDigitalFC.com
