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Maruti captures 50% market share while other players struggle

March 28, 2014 09:09 IST

Maruti captures 50% market share while other players struggle

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If you are No. 1 in your business what more do you aim for? Beating competition? That’s exactly what Maruti, the largest car manufacturer in the country, has done.

The company has eaten into competitor’s market share and will end the financial year with 50 per cent market share.

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Image: Maruti Swift.
Photographs: Courtesy, Maruti Suzuki

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This remarkable regaining effort has tested the patience of Maruti Suzuki as they have to wait for 4 to 5 years to achieve this feat.

The major driving force for this thrilling outcome had been strategic marketing tactics of the company and slump in the market that prevented consumers to experiment with other brands, and hence they relied on tried-and-tested name of ‘Maruti Suzuki’.

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Image: Maruti Ertiga.
Photographs: Courtesy, Maruti Suzuki

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Maruti captures 50% market share while other players struggle

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The car models that were behind this triumph were none other than best-selling Maruti Alto, Maruti Swift Dzire sedan and Maruti Swift hatchback.

In the passenger car segment Maruti Suzuki has increased its share by more than 4 per cent this financial year.

Maruti has slowly and steadily seen its share rise. During the period of April 2013 - September 2013 the share calculated was 48.4 per cent, while in April 2013 - December 2013 it was 49.3 per cent, and April 2013 - January 2014 witnessed 49.5 per cent.

However, till the time it reached February end the total share stood at 49.8 per cent.

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Image: Maruti A Star.
Photographs: Courtesy, Maruti Suzuki

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Maruti captures 50% market share while other players struggle

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There were about 232,000 units of Maruti Alto sold in the period of April 2013 - February 2014, whereas 180,000 units of Maruti Swift Dzire sold alongside Maruti Swift hatch making sales of 179,000 units.

Here, Alto needs a mention that, despite cut-throat competition on the base level car models it was sold almost twice the number of arch rival models.

Furthermore, the trio of Alto-Swift-Dzire also gets the recognition of being the top three cars that were sold most in India this financial year.     

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Image: Maruti Alto K10.
Photographs: Courtesy, Maruti Suzuki

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Delighted with the overall performance this fiscal Maruti's Chief Operating Officer (COO) for Marketing and Sales Mayank Pareek said, "In the car segment, Maruti's market share is just short of 50 per cent which is the highest in the last 4-5 years.”

“We have gained 4.3 per cent in this segment over last year and in 7 out of 11 months of this financial year; our market share has been nearly 50 per cent. So far this fiscal, overall the car industry declined 4.6 per cent but we are up 4.5 per cent."

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Image: Maruti Alto 800.
Photographs: Courtesy, Maruti Suzuki

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Maruti captures 50% market share while other players struggle

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Another significant factor that was responsible or which helped the company attain 50 per cent market share was the rising diesel price.

The hike in the fuel price led to diminishing gap between the petrol and diesel prices and the buyers’ interest in diesel cars started waning.

As a result, slowly but steadily things became favourable for the petrol run vehicles that Maruti manufactures the most.

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Image: Maruti Ritz.
Photographs: Courtesy, Maruti Suzuki
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Maruti captures 50% market share while other players struggle

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Besides calculated urban moves, this year has also seen the planned penetration of Maruti in the rural markets that have populace of about 10,000 people. And this has fetched out a growth of 14 per cent to 15 per cent.

If we look at the figures in the year 2012 in November the sales of diesel vehicles covered 62 per cent of passenger cars and on the other hand petrol run cars was merely 38 per cent.

Nevertheless, this fiscal the tables turned and now diesel faces a down of 52 per cent, while by an up of 48 percent petrol moves ahead.

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Image: Maruti WagonR.
Photographs: Courtesy, Maruti Suzuki

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Maruti captures 50% market share while other players struggle

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In the past few years, regardless of downturn in the auto market, the company has strived hard to maintain its position as largest passenger carmaker in the country.

But with continuous reviving of the current portfolio and launch of new car models it has preserved that coveted stature.

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Image: Maruti SX4.
Photographs: Courtesy, Maruti Suzuki

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Maruti captures 50% market share while other players struggle

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Some of the remarkable makeovers were in the form of Maruti Alto 800 and Maruti Stingray, whereas the newest sensation has been effortless Maruti Celerio.

The small hatch has gathered overwhelming response from the buyers and has got a long booking list along with waiting period of over 6 months.

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Image: Maruti Swift Dzire.
Photographs: Courtesy, Maruti Suzuki

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Sighting this rampage the company has now decided to enhance its production capacity from existing 5000 cars per month to 10,000 cars per month.

Launched with the unique Automated Manual Transmission (AMT), it was predicted to be a game changer by industry experts and Celerio did kept their words as till now it has crossed 32000 units booking.

Though the manual transmission is also made available to the buyers but majority of the consumers are opting for the AMT version.

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Image: Maruti Celerio.
Photographs: Courtesy, Maruti Suzuki

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