Maruti rides the millennial track with Ignis

With Ignis, the auto maker joins a growing list of companies trying to woo the demographic

For a year and more now, Indian car makers have been pitching their cars to the urban young. Early last year M&M launched its first compact vehicle KUV as a ‘young SUV’, Nissan showcased the redi-GO as a car for urban young and now Maruti is doing the same with Ignis. The generation that universally prefers an Uber-Ola ride to cars has auto makers in thrall and; their preferences are redefining the way companies position their brands. The challenge however is keeping in step with the swiftly changing tastes and purchasing behaviour of this category.
 
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