Redefining identity: How Maruti has cleared the road for Dzire

Looks to leverage its popularity to power up new line of sedans, redefine identity, rev up sales

For the country’s biggest car maker, Maruti Suzuki, a lot rides on its popular compact sedan, Swift Dzire. It is the company’s second most sold vehicle after the Alto and brings approximately 14 per cent of the domestic sales volumes. But the company now desires to position Dzire as a vehicle distinct from Swift, thereby cutting its ties to a style and association that fashioned the initial model when it was launched in 2008. By doing this, the company believes it can leverage the power of the Dzire brand more effectively, tap into its aspirational pull and drive up sales.