Maruti Suzuki gets 3,000 bookings for Ciaz within three days of launch

The author has posted comments on this articleKetan Thakkar, ET Bureau | Sep 6, 2014, 11.32AM IST

MUMBAI: Maruti Suzuki has received bookings for 3,000 units of the Ciaz within three days of launching the car that competes with Honda City in the shrinking market for mid-size sedans.A person close to Maruti said the response has been "very good" and that the company has already received 10,000-12,000 inquiries on the car.

Maruti will start delivering the car to customers starting next month. It is expected to price the sedan aggressively between Rs 7.25 lakh and Rs 10.5 lakh, the person said.

The company is happy with the initial response to the Ciaz, a spokesperson said, without giving any numbers. "As for the bookings, it is still early days."

The booking numbers give an idea about the initial volume, though may not indicate the long-term sales potential of a vehicle. According to analysts, Maruti should sell at least 2,000 Ciaz a month for the new model to make a meaningful contribution to the overall volume and profit margin at the country's largest car maker.

Developed with an investment of Rs 620 crore, the most on a product by Maruti yet, Ciaz is aimed at the Indian and Chinese market.

With the past experiment with the Baleno and SX4 mid-size sedans not yielding the desired result, Maruti is aiming to be third-time lucky. With the Ciaz, it is completely changing the approach of branding, marketing and selling the car.

It has roped in Bollywood actor Ranvir Singh as its brand ambassador and has already created a splash with big print advertising campaigns and outdoor hoardings a good month before the launch.

Manohar Bhat, vice president of marketing at Maruti, told ET that the company has millions of happy Swift and Dzire customers who are looking for an upgrade. But since they didn't have a suitable option in Maruti's product portfolio, they often chose the other brands, he added. It is this customer that Maruti is targeting with the new car.

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