Price is no longer king: Maruti has a new strategy to score over rivals

Cars are no longer just about 'kitna deti hai' (fuel efficiency) and therefore market leader Maruti Suzuki has changed its launch strategy. Showcasing the vehicle weeks ahead of the launch without talking about the pricing and mileage is getting important to communicate in details the evolving features and design to the target segment in a crowded car market.

In December last year, Maruti showcased its yet to be launched car Ignis just to talk at length about its positioning, design, safety and entertainment features, engine type and so on. The detail on price and efficiency was left to be discussed