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INVICTO: Maruti Suzuki India's Trump Card ?

The last few months have been very busy in the automotive segment with significant activity in the SUV segment. Buyers now have plethora of choices, all sporting the new and most sought after features. ADAS in not a novelty anymore, neither is Panoramic Sun roof. Most of the recent launches sport plush interiors 











Typically, Maruti Suzuki India Limited (MSIL) is associated with Sub - 15 lac cars. The foray into the late INR 30 lac product segment is the talk of the town and many are doubting MSIL's capability to pull off such as product, in this ticket segment. This is also interesting in the light of the fact that this is rebadged product already being sold by Toyota. The Invicto gets pitted against the other version the Hycross being successfully sold by Toyota, with record bookings.

However, contrary of all apprehensions, the Invicto will be a run away success in my opinion. The prime reasons to believe so:












1. Smart Positioning.

MSIL has positioned it in a way that, its not directly pitted against the Hycros variants. Example, its models are Non-ADAD. Its models have 17 inch tyres on all trims. Its not at all competing in the Non-Hybrid version. Some of the segments of product, MSIL has left, where Toyota's value proposition in strong.

2. Toyota's Reliability married with MSIL's ease of ownership.
Owing a MSIL car is something that most Indians find comfort with. It becomes even promising, when all the negatives associated with MSIL product, such as Weight, Safety, Reliability, expertise with Hybrid, are addressed with the fact that its a Toyota technology. All buyer segment is aware of the fact that they will get to access best of both the worlds, MSIL's dealer and service network and QDR of Toyota, that too at a relatively marginally lower rates. 

3. Waiting period.
The market has shown huge appetite for the product, evident in the record waiting periods for the Hycorss. Not all demand segment would be be want of ADAS. Most buyers want to buy the car for the following value proposition.
- Proper 7 seater
- Non- MPVish stance
- Better mileage with petrol, allowing 15 years of ownership
- Reliability of Toyota

features like ADAS and bigger wheels, are just the sweeteners. 
In case a buyer is picking up an Invicto, most of the core of value proposition is met anyways and that too with lower waiting periods, resulting in sales for MSIL's Invicto!!!

MSIL has played its card smartly!!
Invicto will surely be a Victor!!
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