A fortnight ago, amidst much controversy, Maruti Udyog Ltd (MUL) got a new CEO when joint managing director R.S.S.L.N. Bhaskarudu took over as managing director from R.C. Bhargava. This week, it had another newcomer in its fold—the new-avatar Maruti 800. The last full model change of the car was way back in 1986.
According to Bhaskar-udu, the current upgradation will make the Maruti 800 technologically comparable to any other mini car worldwide. The new Maruti, he says, offers imported aesthetics, better ergonomics, contemporary interiors and exteriors, as well as enhanced safety and comfort features. The engine, though, remains unchanged.
Among the new features: a jellybean design that softens and rounds the corners and contours, making the car aerodynamically superior to its predecessor models. The main frame of the car has been given a shift to change the rear door which has been redesigned in accordance with the rear hatch profile. The rear license plate is now on the bumper.
The bumper itself has been redesigned and is integrated with the overall form of the vehicle to give a wider look. While headlights will now have an overlapping wraparound design like the Zen's, and use halogen lamps, the rear lamps are bigger for better visibility. The steering wheel is new, with a larger grip and horn mechanism, similar to the Maruti Esteem's. The dashboard too is new, and the new fuel gauge will indicate fuel levels even when the ignition is off. Seats have been redesigned—the rear seats too have headrests now.
The deluxe model has several features beyond the standard's: a coil spring suspension and gas-charged shock absorbers in the rear for better damping response and car handling. Windows come green-tinted for better heat insulation and air-conditioning.
The new Maruti 800, the company claims, will also be a safer car. The front floor and front underbody are reinforced, as are the doors which have been given side impact beams to protect passengers in accidents. The new version will be available in four new colours apart from the standard white.
The most important factor: the price tag. It's fatter than the current Maruti 800 by Rs 12,000 for the deluxe model and Rs 7,000 for the standard. That means the ex-showroom price for the M800Dlx will be around Rs 2.5 lakh and for the M800Std around Rs 2.1 lakh. Production of the existing model has already stopped and the company is in the process of supplying the upgraded version to dealers. The new model started production at MUL's Gurg-aon factory outside Delhi about a week ago. Company officials claim that with the waiting list for the Maruti 800 almost wiped off, delivery for the new model will be almost off-the-shelf. "The vehicle will be available within a maximum of 10 days from the booking date," they say.
According to Bhaskarudu, the company plans to produce 3.4 lakh vehicles in this financial year. New capacity addition was ruled out as MUL was already running at 134 per cent of its capacity. The company sold 3.38 lakh vehicles during 1996-97 and in the current year (April-August), it has already sold around 1.3 lakh vehicles.
Several new models are lined up in the small car segment from some big names like Honda, Hyundai and Fiat, plus truck giant Telco's indigenous cheap car code-named Indica, which is expected to hit the roads some time next year. Obviously, in the face of such impending competition, it was high time that Maruti Udyog Ltd upgraded its most popular model. The point is whether it can clean up the market before its formidable adversaries reach the scene.
