Maruti Suzuki's Strategy to Lead the Mid-Size SUV Market

New Vehicle Launch:

has launched a new mid-size SUV, the Victoris, to address a gap in the competitive market. The vehicle will be sold through the company's Arena dealerships, which also retail the popular Brezza. Market Leadership Ambition: According to Partho Banerjee, senior executive officer for marketing and sales, while Maruti Suzuki is the market leader in the entry-level SUV segment (vehicles under four meters), the company is not yet the top player in the mid-size SUV category. The new Victoris is a key part of the company's plan to achieve market leadership in this segment. Target Audience and Pricing: The Victoris is priced starting at approximately ₹10.49 lakh (ex-showroom) and is aimed at younger consumers who desire a comprehensive "theatre on wheels" experience. Sales are set to begin on September 22. Diversified Powertrain Options: The new model will be available in strong-hybrid and CNG variants. Maruti's strategy is to offer a variety of options without prioritizing one over the other, allowing customers to choose based on their preference. This approach contrasts with some competitors and highlights the company's focus on customer choice. Segment Positioning: The article clarifies the SUV market is divided into three segments: entry, mid-size, and premium. While Maruti leads in the entry-level segment and is now targeting the mid-size segment, it does not currently operate in the premium category.