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Carmakers focus on design, lifestyle features & marketing

Tuesday, 24 August 2010

25 August 2010;economictimes.indiatimes.com:NEW DELHI: Atul Madanpotra bought his first car last month: a red Maruti Swift. “I liked the styling and the overall value that the car offers; it is well powered, spacious and easy to drive,” says the 24-year-old IT executive in Delhi. The youth is clearly in the driver’s seat at India’s cruising car market, dictating terms and forcing carmakers change the way they build and sell vehicles. Carmakers say the average age of car buyers in the country has come down to 32 from 39 over the last decade with earning members in the age group of 25-30 becoming big buyers in the market. This has completely changed colour and flavour on Indian roads where trendy hatchbacks and high-performance sports utility vehicles are gaining ground. “We are now dealing with younger customers who are not just hugely demanding but also frequently changing cars,” says Mayank Pareek, executive director (marketing & sales) at Maruti Suzuki. “This post-liberalisation generation is willing to spend on new products and willing to experiment a lot,” he adds. Maruti has seen sales of its models such as Swift and A-Star speeding on the back of sporty design and powerful performance. Powered mostly by this new generation of car buyers, the Indian auto market has been growing in high double-digit rates for several months. The market grew 37% year-on-year to 2.22 lakh units in July. Design has played an integral part in the success of cars such as Maruti Swift, Hyundai i20 and Honda City, says Dilip Chhabria, car designer and founder of DC Design that offers customization and makeover service for different car models. “New cars in India portray aggression. Just look at the Maruti A-Star or the Hyundai i20, which have aggressive frown (the front space between headlights and bumper) that changes the stance of the car,” he says. Many marketers now directly address the young and the upwardly mobile. Advertisement of General Motors’ Beat compact, for example, says, “Perfect for the next-gen driver. You.”