The 1300 cc, three-box Esteem car from Maruti Suzuki was one fantastic machine. It was very low on maintenance costs and extremely good in fuel economy. Driving comfort was just too good. The pride of ownership was indeed an ego booster .... no wonders the little girl after the joyride in daddy's new Esteem (as shown in the TVC) proudly announces that its "My Daddy's Biiiig Car". In the Indian motor-rallying circuits, Esteem still calls the shots.
Why did the company want to bring in a 'forced obsolescence' with effect from early January 2008? In the product life cycle, the car was still in its growth stage, there was nothing to worry.
It is being heard that a three-box Swift is in the offing. However, I am sure that the new product being planned could have been squeezed in between the Esteem VXI and SX4. The media in no uncertain terms have spelt out that the introductory batches of SX4 is very poor in fuel economy.
Maruti Suzuki had earlier made the mistake of withdrawing the jelly-bean shaped Zen from the market for about a year in 2005 and replaced it with Zen Estilo. Estilo has just not been able to create an impact with customers. With competition hotting up in the small car segment, Maruti Suzuki needs to become far more market savvy in the higher segment and that's where Esteem figured.
Past and present 'Esteem owners', 'Esteem lovers' and marketing gurus, can we have a discussion on the topic please?
(Article by: Deep Banerjee dated 14th February 2008)
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