Maruti Suzuki’s compact sedan Swift Dzire has not only been holding its own in a segment that has a plethora of models, but has also increased its share despite the stiff competition.

The company’s third-generation Dzire, which recently achieved the fastest one lakh sales record in the Indian passenger vehicle market in five-and-a-half months, has seen its market share in the segment grow to 63 per cent in the second quarter of this fiscal from 51 per cent in the year-ago period.

During April-November 2017, 130,811 units of Dzire were sold, while Hyundai Xcent, the No 2 model, sold about 27,000 units, and Honda Amaze about 14,000.

There were only four players 7-8 years ago and Maruti dominated the segment with about 41 per cent share.

In 2016-17, the number of players having a presence in the entry-level sedan segment grew to 11. Yet, Dzire’s market share increased to 50 per cent. The third-generation Dzire has pushed up its share to 63 per cent. The new Dzire even replaced the Alto as the best-selling model in the country for some months.

“The third-generation Dzire has created disruption in the market. Despite new products from the competition, it accounts for more than half of the entry-level sedan segment,” RS Kalsi, Senior Executive Director (Marketing and Sales), Maruti Suzuki, told BusinessLine .

Buyers’ income

The company has also found that the average household income of families buying Dzire has risen 22 per cent (at about ₹80,000).

“It showcases brand Dzire becoming affluent and aspirational. It complements the new design, enhanced technology and safety features. In a way, it reflects the aspirations of the young generation of our country,” he said.

More than half of new Dzire’s customers are first-time car buyers, who now with higher disposable income prefer to buy a car that offers more features and looks better than an entry-level small car.

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