When it comes to automaker decision-making, Maruti Suzuki has opted to tailor their models to meet the specific needs of different customer segments. This strategic choice is evident in how they utilize different platforms for the Vitara Brezza, Swift, and Alto. In this article, we explore the various reasons behind Maruti Suzuki's decision, challenges, and the impact on the market.
Platform Decision and Market Targeting
The choice of different platforms for Maruti's models like the Vitara Brezza, Swift, and Alto is driven by the diverse market segments they address. For instance, the Vitara Brezza is marketed as a compact SUV, targeting customers who value a blend of utility and off-road capability. On the other hand, Swift and Alto are designed for urban environments, emphasizing agility, fuel efficiency, and compact city driving. This multi-platform approach ensures that each model can cater to the unique requirements of its target audience.
Optimizing Vehicle Dynamics
Vehicle dynamics play a crucial role in determining the performance, handling, and safety of a vehicle. Different platforms are specifically designed to optimize these dynamics for their class. The Vitara Brezza, being an SUV, requires a platform that can handle higher ground clearance and off-road conditions. In contrast, Swift and Alto are optimized for city traffic, focusing on agility, fuel efficiency, and comfort within urban environments. These distinctions ensure that the vehicles meet the specific needs of their respective markets.
Cost Considerations and Competitive Pricing
Developing a unique platform for each model can help Maruti Suzuki manage production costs and maintain competitive pricing. While platform sharing can lead to cost efficiencies, using a common platform across various models can result in increased costs due to the need for modifications to meet different design and safety standards. Additionally, each model has its unique brand identity and characteristics, which require tailored development to ensure brand loyalty and customer satisfaction. By using separate platforms, Maruti Suzuki can ensure that each vehicle meets the individual requirements of its segment without compromising on quality or performance.
Regulatory Compliance and Safety Standards
Vehicles are subject to various regulatory requirements, including safety, emissions, and other factors. Using different platforms allows Maruti Suzuki to better comply with these regulations for each vehicle type. For instance, the Vitara Brezza has been recognized for its safety, scoring a 4/5 in the Global NCAP test. However, Maruti's response to Global NCAP's request for Indian car testing was disappointing, as they stated they already adhere to Indian safety norms and did not send any cars for testing. This response reflects a potential complacency in safety standards, which could be a cause for concern among consumers.
Build Quality Concerns
One of the most significant challenges facing Maruti Suzuki is the perception of poor build quality. Personal experiences, such as the incident with the Swift, highlight the extent of this issue. A Swift, in a collision with a Bajaj Platina at the rear end, reportedly sustained significant damage, demonstrating a subpar build quality. This contrast with the Volkswagen Polo, which, after similar impacts, only sustained minor scratches, underscores the importance of build quality. The Swift's performance in this incident further cemented the lack of trust customers have in Maruti, leading many to seek alternative brands like Tata, which often have better build quality and global recognition for safety and reliability.
Conclusion
Maruti Suzuki's decision to use different platforms for its models is a strategic choice that ensures each vehicle meets the specific needs of its target market. While this approach can lead to cost efficiencies, it also necessitates a higher level of commitment to safety and quality. The company's recent response to Global NCAP and its poor build quality, as evidenced by personal experiences, highlight the need for a more transparent and reliable approach. Maruti should learn from its competitors, such as Tata, in terms of build quality and safety standards, to regain customer trust and maintain market leadership.