Maruti’s light commercial vehicle ‘Super Carry’ finds few buyers

The country’s largest passenger car manufacturer Maruti Suzuki India (MSIL) may soon take a call on its light commercial vehicle ‘Super Carry’, as the product has not made much headway since its launch around 10 months back.

Launched in July last, the company has sold around 1,300 units till the end of April in the domestic market. The Super Carry is powered by a 793cc light weight and compact, two-cylinder diesel engine with a peak power of 24 KW @ 3500 RPM and max torque of 75 NM @ 2000 RPM.

The compact engine mated with the five-speed manual transmission offers high fuel efficiency of 22.07 km per litre and maximum speed of 80 kmph and has a payload of 740 kg in all terrains. It is priced at ₹4.01-4.11 lakh.

Kenichi Ayukawa, Managing Director and Chief Executive Officer, MSIL, told BusinessLine that the company will gradually expand market for the vehicle, as the company did want to take a hurried decision on expansions.

“We are not much familiar with the commercial vehicles segment…but, we are gradually expanding. We have already started in 11 States, but the number is very small. At this moment, we don’t have any target numbers, but soon we will set a target after reviewing the past year’s results (numbers) and what kind of responses we have got,” he said.

He said since the company has only diesel variant of the LCV now, launches in cities like Delhi and Mumbai will take time, as only CNG version of the vehicles are allowed in such cities for commercial vehicles.

According to experts tracking the industry, customers’ demand for the Super Carry is very mild because of proven products like Tata Ace and Mahindra Jeeto in the market. Plus, MSIL has a very small (around 15) dealers network for its ‘commercial’ product.

The sub-one tonne is one of the highest selling segments in the commercial vehicles category, which is led by Tata Motors (with Ace) and companies like Ashok Leyland are not keen to compete in that segment.

“People have reservations on the product. Maruti has also entered into a completely new segment, so it will take some time to expand its portfolio in the commercial segment,” said Abdul Majeed, Partner at Price Waterhouse.

According to Puneet Gupta, of market researcher IHS Markit, Maruti’s Super Carry’s success will depend only when the company multiplies its channels for the product.

“Network is missing and the vehicle is still in pilot stage. The success would come only after introduction of more products in the brand,” Gupta said.

And, that is what the company plans to do in the next few months.

“We have only diesel version, and in case, we have to sell in cities like Delhi, we have to bring petrol (CNG) and we have to prepare for that. With the beginning of the second half (of this year), you may see us launching the newer versions,” Ayukawa added.

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