Q] Tell us about the Dzire 4.0, what unique features does it offer in comparison to the existing models and competitors in the sedan segment?
The new Dzire offers a compelling proposition with its distinctive design, advanced safety features, and competitive pricing. Our differentiation rests on three fundamental pillars: trust, value, and innovation. The All-New Dzire exemplifies this through its sophisticated design and segment-first features like the electric sunroof and 360-degree camera system. Maruti Suzuki’s extensive service network and the Dzire’s strong brand reputation also provides a significant advantage over competitors.
Q] Is the Dzire 4.0 primarily targeted at individual buyers, or is it designed for commercial use? Who is the target customer segment for this new launch?
The fourth-generation Dzire is specifically targeted at private buyers, while the third-generation Dzire Tour S continues to cater to the fleet segment. The all-new Dzire is strategically aimed at a dynamic customer segment we define as ‘Thrivers’—young professionals aged 25 to 30 who see their vehicle as an extension of themselves. Our target customers are characterised by an aspirational mindset, viewing their vehicle as a reflection of personal achievement and identity. They are style-conscious, technologically inclined, and place a strong emphasis on comfort and efficiency.
Q] What inspired the choice of Sidharth Malhotra as brand ambassador for Maruti Suzuki Dzire? What specific campaigns or initiatives can we expect to see featuring Sidharth Malhotra?
Sidharth Malhotra was selected as the brand ambassador for the Dzire due to his strong appeal among young, aspirational individuals. His personality aligns well with our target audience - the ‘Thrivers’. Going forward, we plan to launch a series of integrated marketing campaigns featuring Sidharth Malhotra across various platforms, including TV, Digital, and Social media.
Q] What prompted Maruti Suzuki to focus on increasing its market share in the sedan category, despite the growing threat from SUVs and Crossovers?
Despite the SUV segment’s growth, the Dzire has maintained robust demand and has consistently ranked among India’s top 10 best-selling cars for the past 16 years. In FY24 alone, Dzire clocked a sale of 1.65 lakh units. While SUVs have gained significant popularity, sedans still hold a unique appeal for those who prioritise elegance and comfort, alongside fuel efficiency. Our focus on the sedan segment reflects our commitment to provide comprehensive mobility solutions for all customer preferences.
Q] What is Maruti Suzuki’s current market share in the sedan segment, and how is the company performing in this category, especially given the overall decline in the sedan market?
The Dzire brand has built a strong legacy in India, with cumulative sales of 30 lakh units (as of December 2024) since inception, making it the country’s fourth highest-selling car. We currently command a 61% market share in the entry-sedan segment, and every second vehicle sold in this segment happens to be from Maruti’s stable. While the compact sedan market may be contracting overall, our Dzire sales have increased in FY23-24. We are confident that the All-New Dzire will create further growth opportunities in this segment.
Q] What is Maruti Suzuki’s marketing mix for sedans? What role does digital marketing play in Maruti Suzuki’s marketing strategy?
Our marketing mix is customer-centric rather than body-style-orientated. For example, the Dzire is targeted at young, aspirational individuals. To reach this audience, we employ a multi-faceted approach, including digital marketing, TV advertising, print media, outdoor advertising, and experiential marketing. Digital marketing is central to our marketing strategy across all segments. We leverage digital channels for new launches, customer engagement, etc. Our digital initiatives include immersive VR/AR interactions, dynamic websites, and car configurators. We are also utilising AI technology to create ‘Lookalike Audiences’ and run personalised remarketing campaigns, tailored to user interests and customer buying journeys.
Q] What are your export targets for the Dzire 4.0 in the coming years?
In terms of exports for the All-New Dzire, we are focusing on markets such as the UAE, Saudi Arabia, Chile, Mexico, and other Latin American countries. This will help us build on our current export growth rate of 11.9%, achieved in the first seven months of the fiscal year, and contribute to our overall goal of exceeding 300,000 units in exports by the end of this fiscal year.
