Random Thoughts - Ritzing Swiftly

03/09/2009 - 09:48 | ,  ,  ,   | Shakti Budhiraja

Maruti Suzuki Ritz India 5

If there is one company who knows how and where to place their products perfectly, it’s definitely Maruti Suzuki. When you think there is no space left or no new product can merge into the existing portfolio, Maruti rises and comes out with the product, successfully.

Few months back when Ritz was to be introduced, everybody was speculating where it would be placed. Some said it would be placed between Wagon R & Swift and some said it would be placed above the Swift as an answer to i20 & Jazz.

To every one’s surprise Maruti launched it in the price bracket of Swift, again every body said it would cannibalize Swift sales and again Maruti proves everybody wrong.

70% of Swift sales account for Diesel and rest Petrol but when it comes to Ritz its other way round, 70% of its sales account for Petrol and rest Diesel.

Rather than Ritz cannibalizing Swift sales, it is conquering the market where Swift was doing less.

The reason for the same is introduction of brilliant K-Series Petrol engine in Ritz which is very frugal and because it’s a 1.2 ltr engine, the Ritz in turn also becomes applicable for excise benefits which further sweetens the deal it its favor.

If the Swift gets the same K-Series engine, will the line distinguishing the two products become thinner?

You never know. Maruti might have an answer to prove that is false too.

For now all I have to say is its Ritzing Swiftly…!

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