Wheel forth in gallop gear

MARKETING: Hyundai Verna has made a tar-scorching debut, but can it vroom past Honda City?

It's all about the timing. No, we are not talking about the sublime timing of Sachin Tendulkar but the timing of the launch of Hyundai Verna.

Just prior to the festive season, Hyundai Motors launched its new car Verna, which according to some experts was a big gamble.

A gamble because the car is so similar to Hyundai's Accent, its second bestseller after the Santro, that it could possibly cannabalise the latter's sales, even though it is positioned somewhat differently "" as a racy horsepower-driven car ("feel it" urges the ad).

Anyhow, the Verna has made a scorching debut. Within the first 15 days, it has hit the tarmac with 5,000 units, some 2,000 of which were logged in the first five days alone. And at the current rate, Verna could end its first month with some 8,000 units sold.

Not bad, given that its aerodynamic "egg" design puts it in direct competition with the successful Honda City, which sells a brisk monthly average of 3,500 units. (Note, however, that the initial burst of sales of any new car is always much higher than the settled average.)

Verna also competes with the likes of Ford Fiesta and Chevrolet Aveo, which are relatively new to this segment (and they too have impressive numbers).

While Hyundai is buoyed by the sales figures, it is not taking things for granted. Says Arvind Saxena, vice-president, sales and marketing, Hyundai Motor India, "The initial response for Verna has been pretty good but not at all unexpected. We knew the car had it to post these kind of numbers."

The car sells in three variants, all priced competitively. The base model is for Rs 6.21 lakh, and the upper-range model for Rs 7.42 lakh.

An added advantage is the availability of a diesel engine, a point that only the Fiesta has in this segment (which sells a monthly average of around 2,500 units, diesel and petrol variants combined).

Once the sales numbers settle down, analysts expect the chase to be in the trail-dust of the City, which has already populated roads heavily and continues to thrive on word-of-mouth and the sheer style statement it makes on the streets.

Will the clarity of Verna's brand position help it steal ahead (on cumulative numbers)?

Says an auto analyst, "Although the numbers look impressive for Verna, it will have its task cut out to topple the City."

Hyundai remains quietly confident of doing so. "The Verna has everything an auto lover wants "" it's reliable, stylish and scores on almost all counts," says Saxena.

But so does the City. The message is clear. While Hyundai seems to have won its opening battle, the war is sure to kick up quite a storm.