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 launches new Esteem
July 2004
The Esteem,
Maruti's compact sedan trusted for its Performance and unmatched Fuel
Efficiency, now comes with a brand new look as well.
Car
market leader Maruti Udyog Limited unveiled the new, upgraded Esteem. It
comes in a refreshing new front styling, with a new bonnet, multi reflector
clear headlamps, new bumper and new chrome grille. The rear has been
redesigned with multi-reflector clear tail lamps and new boot garnish.
Besides, its plush new upholstery, silver finished dashboard garnish and
controls, a sportier speedometer, chrome tipped parking lever and metal
finished gear lever, make for refined interiors. The new Esteem also comes
with tubeless tyres.
The
new Esteem will be offered in a new metallic colour: Fawn Mist. It will
continue to be available in Silky Silver, Pearl Silver, Acqua Blue, Midnight
Black and Superior White.
Speaking
at the launch of the new Esteem, Managing Director of Maruti Udyog Limited,
Jagdish Khattar said: "The Performance and Fuel Efficiency of the Esteem
are widely acknowledged. Now, with a new external look, there will be no
reason for compact sedan customers to select any other brand." "At
this price, the new Esteem is very attractive", he said.
"Our
initiatives on the new Esteem are in line with Maruti's increased focus this
year on the A 3 Segment of the domestic passenger car market", Mr
Khattar said.
Why
New Esteem?
The
sales of Esteem grew nearly 11 per cent in 2003-04. It was rated by customers
as "Best Entry Mid Size Car" in J D Power Initial Quality Study
2003. It was also the car with "Lowest Cost of Ownership" in its
category in the NFO Automotive Cost of Ownership Study 2003. Nearly 1.75 lakh
Esteem cars have been sold so far. Despite growing competition in recent
years, the Esteem has maintained its sale volume.
There
was, however, feedback from customers that while the Performance, Fuel
Efficiency and Cost of Ownership of the Esteem was best in its class, its
external looks were "too familiar". To address that, the company
has imparted a new look to the Esteem. The last major upgrade of Esteem was
in Year 2000, when it received an all-aluminum 1300cc MPFI engine that
generates a BHP of 85 @ 6000 rpm. The engine - and Performance - has been
retained in the new Esteem.
Maruti
and the A3 Segment
The
new Esteem is part of Maruti's strategy to increase its share in the rapidly
growing A3 Segment of the domestic passenger car market this year. In January
2004, the company had launched a new variant (LXi) of its premium sedan,
Baleno, and undertaken a massive advertising campaign highlighting the car's
"Surprising Performance". Those measures yielded results and Baleno
sales have grown by over 250% in the first half of this calendar year.
Tempting
Price
The new Esteem (Petrol) will cost
at least Rs 40,000 less than the old version that it is replacing. At this
price, it will be an attractive upgrade option for owners of premium compact
cars (A2 Segment). Maruti's successful cost reduction programme has enabled
this aggressive pricing of the new Esteem. Maruti engineers have worked
closely with suppliers to improve productivity and quality, resulting in this
delightful deal to the compact sedan customer.
With these initiatives, a car known
for its Performance, Fuel Efficiency and Low Cost of Ownership, will come
with refreshing New Looks at a tempting price, drawing many to "Fall in
Love Again"!
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