The battle for market between two of the country’s largest car makers — Maruti Suzuki and Hyundai Motors — may well get into another round of mud-slinging due to claims made in an advertisement.
Korean auto company Hyundai has used the findings and comments made by European auto magazines and auto experts to show Maruti’s newly launched hatch-back Ritz in poor light. Hyundai, in a web advertisement for its successful hatch-back i10, has made direct comparisons between the model and Maruti Ritz, using strong negative comments given by automotive experts.
In addition, the Korean company in a newspaper advertisement today also made comparisons between the equated monthly instalments (EMIs) payable on its range of models with that of just Maruti Suzuki models, highlighting the price advantage of Hyundai models.
The web promotion by Hyundai carries 10 different reasons why buyers should go in for the i10 and not the Ritz. Titled ‘The Ritz has no Glitz’, Hyundai’s latest campaign against Maruti is reminiscent of its earlier similar campaign titled ‘Xing ahead of the Swift’, launched more than three years ago.
Incidentally, both the models — i10 Kappa and Ritz — sport a similar capacity (1.2 litre) petrol engine, while costing Rs 4.05-Rs 5.30 lakh (ex-showroom Mumbai). Ritz also has a diesel variant, but the i10 comes only in petrol.
An email questionnaire sent to spokespersons of Hyundai failed to elicit a reply. While a Maruti Suzuki spokesperson said that, so far, the company hasn’t initiated any legal action against the advertisement, but is studying the material.
Owing to a slump in demand for cars in the domestic market, manufacturers are compelled to focus on increasing their market share targeting each others market.
Hyundai’s domestic sales saw a dip of 4 per cent in May at 23,503 units, while its April sales were only marginally better by 3.5 per cent at 22,247, as compared with the corresponding months of the previous year.