The May issue of Autocar has a cover story on the Swift and its likely impact on Indian markets given its technical specifications. The editorial is a one page piece on the Swift, which I am reproducing for the benefit of fellow MS members.
The all new Suzuki Swift comes as a breath of fresh air for a model range whose average age is 10 years old. The last model of any significance that Maruti launched was the Alto and that was four years ago. But despite an ageing model line-up, Maruti has successfully manages to combat intense competition, hang on to its slice of a growing pie and consolidate its position as the country’s leading auto maker. That’s quite an achievement for a company that once enjoyed a monopoly but the truth is that Maruti has propped up tired models for years with cosmetic makeovers and bought market share with price-cuts. In fact, there isn’t a single Maruti model whose price hasn’t been chopped at some point. Let’s face it. You mainly buy a Maruti because it’s affordable and gives you peace of mind, not because it offers excitement or cutting-edge technology.
So when the Swift is plonked into the middle of the Maruti range, it will instantly make certain models obsolete. It’s only slightly smaller than the Esteem, but packs more space, is far more appealing and comes at a lower price. What room does that leave for Maruti’s venerable saloon? And what about the Zen - where would that fit? The Swift seems ready to clear the decks for a whole new range, the first step that Maruti needs to clear the clutter of models and position itself as a more exciting brand. The company couldn’t have chosen a better model to boost its image. The Swift looks utterly stunning and will win many hearts purely with its styling. Here is a Maruti you would love to own. After years of producing unimaginative cars, Suzuki has finally shed its conservative image with the Swift. The model is a reflection of the new face of the company and gives a glimpse of the new design approach that will shape future Suzukis for the global market.
The Swift’s significance in India can’t be underestimated either. For the first time in its history, Maruti has launched a brand-new model soon after its launch in Europe and Japan. At one time when it was at loggerheads with the Indian government, its then equal partner, Suzuki was reticent to bring its latest products and technology to the joint venture. Now clearly in the driver’s seat at Maruti, Suzuki has big plans to bring its latest models to India, hot out of the oven.
The Swift comes at a time when consumers aren’t completely at ease with premium hatchbacks. The response to the Getz has been lukewarm while the Fusion has fizzled out. It is price that has solely determined the success of these models and hence the Swift’s price will be absolutely crucial. Let’s hope Maruti gets it right for once and doesn’t launch the Swift at a price it would later need to slash.