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S. Muralidhar

SLOTH and the `we know the customer best' attitude are two characteristics that a company which is a market monopoly unfortunately tends to acquire. These stifle innovation and invariably lead to an erosion of market share. For quite some time, Maruti Udyog's strategy for tackling competition in the small-car segment did seem to border on these two traits. But there is a refreshing transformation in the air.

Competition is a great leveller. Even as criticism continues that Maruti's reaction to competition from the new generation small cars was decidedly late, the country's largest car manufacturer has ensured that with its latest product it pips the competition to the post.

The Suzuki Grand Vitara marks this transformation in MUL — hopefully, the first of a larger list for the company, which is now a majority owned subsidiary of Suzuki Motor Corporation (SMC), Japan.

And so, before competition hots up from the likes of Hyundai Terracan and Ford Escape and close on the heels of the Chevrolet Forester, Suzuki has launched the loaded top-end version of the Grand Vitara.

The Suzuki Grand Vitara will be imported in completely built form from SMC's Iwata Plant in Japan. It is Suzuki's largest and most versatile sports utility vehicle (SUV).

Known for its middle-class focus, this time round though, the bourgeois will not feature in Maruti's sales pitch. The Grand Vitara will not be on display at Maruti showrooms . Only select individuals will be invited to view and test-drive the vehicle. In India, the Vitara will come with the promise of exclusivity and limited numbers. A strategy that is bound to be diluted as competition hots up in the segment.

In keeping with its plan (finally) of beating the competition with some really high-end features, MUL has launched the Grand Vitara with all the goodies intact. The vehicle will feature a `on the fly' four-wheel drive system, allowing the driver to shift in and out of four-wheel drive on the move, an anti-lock brake system with electronic brake force distribution, an advanced auto air-conditioning system with an in-built micron air filtration system and an optional rear air-conditioning system, second-generation dual airbags, front seat belts equipped with pre-tensioners, a dual DIN size CD/cassette/FM/AM receiver set with DSP/graphic equaliser features and remote control, and twin power outlets for car fridge, video games, laptop computers, and so on.

The engine on the new Suzuki Grand Vitara is a 2.7-litre, double-overhead camshaft (DOHC), all aluminium, direct ignition, V6 engine. The engine will generate 154 bhp at 6000 rpm and offer loads of low-end torque (230Nm@ 4000rpm) to help in city driving. The engine also features hydraulic mountings for reduced vibration and noise. Suspension is independent McPherson strut design in front with strut-tower and solid axle at rear, held in place by five sturdy links. The Grand Vitara XL-7, being launched in India now, is the same, upgraded version introduced in November 2002 for the global market.

Though Suzuki does not figure among the top three best-selling manufacturers of sports utility vehicles now, it was the first to latch onto the SUV concept. The Grand Vitara has an interesting past.

Interesting background: SMC began manufacturing 4x4 (four-wheel drive) vehicles way back in 1968 with the LJ-10, a simple vehicle with three seats, zipped canvas doors and leaf spring suspension. This vehicle was the precursor to Suzuki's modern day SUV.

The Vitara brand itself was born in 1988. The first Vitara was a three-door SUV with a 1.6 litre alloy engine, a separate steel chassis and part-time four-wheel drive systems. Following the success of the three-door Vitara, notably in the US (where the SUV craze continues to date), Europe and Japan, several other manufacturers started to make SUVs.

The Vitara was upgraded to a five-door model in 1991. This vehicle was longer, with a larger wheelbase and a 16-valve multipoint fuel injection that improved engine performance to 95 bhp.

A milestone in Vitara's history was the introduction of the V6, 134 bhp engine in 1995. While being the most powerful Vitara, this version also brought refinement and sophistication to the SUV category. To match this powerful engine, the bodywork of the Vitara was upgraded and strengthened. It came with lower splash guards and flared arches for wider alloy wheels. The interiors had dual airbags, electric windows and mirrors and central locking.

On the whole, the Vitara acquired the looks of both ruggedness and refinement. The interior was given the trappings of a luxury car. In the context of the industry, the changes in the Vitara contributed to the evolution of the SUV. From vehicles known for powerful engines, rugged build quality and four-wheel drive options, SUVs suddenly also became vehicles that had all these features and great styling, plush interiors and driving comfort. Of course, the only catch was fuel efficiency, but that has never quite bothered the Americans, at least till now.

Then came the 1998 edition of Vitara. It was launched with a 2.5 litre, V6 engine, more helpings of styling and more practical and comfortable interiors.

The Grand Vitara XL-7 is the first model being launched after Suzuki Motor Corporation took management control of Maruti Udyog Ltd in May 2002. It is the 11th brand that Maruti is offering to Indian customers. The vehicle is being offered in two variants, priced at Rs 15.96 lakh and Rs 16.77 lakh (both ex-showroom, Delhi).

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