The Telegraph
Since 1st March, 1999
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Wagon R turns single

New Delhi, Nov. 17: Maruti Udyog Limited is about to reposition the Wagon R—its premium compact segment offering—from a family car to an individualist’s car that complements the unruly streak in the personality of each human being.

The company recorded a 100 per cent increase in sales in October at 3,381 cars, from 1,680 cars sold in the same month last year.

“Wagon R’s concept of space has already attracted the family. We also want it to appeal to the individual character of the people—both men and women—and therefore this brand repositioning. A 25 per cent jump in sales in this fiscal also helped us to make the decision,” spokesperson for the company said.

The new positioning is based on a research that showed the Wagon R buyer as balanced, ambitious, self assured, intelligent and more rooted in values. He is a discerning person who takes his own decisions and is not influenced by superficial matters like others approving of his choice. He is an individual who looks at things as enhancing life rather than status.

“It is a product for people who are confident, assertive and do not need others’ approval. At the same time they have deep-rooted human values, thus leading fuller lives. The research shows that the brand appeals to self-reliant individuals very much,” he said.

To go with the repositioning of the car, Maruti plans to launch a new comprehensive advertising campaign based on the theme “Wagon R Inspired Engineering,” replacing its earlier “Feel at Home” campaign.

“The campaign focuses on the Wagon R as a vehicle for people who lead interesting lives. The product compliments their lifestyle with its own versatility and confidence,” he added.

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