Sport Utility Vehicle Case Study

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EXECUTIVE SUMMARY

A Sport Utility Vehicle (SUV) is a vehicle similar to an estate car that is loaded with four –wheel drive for on-road or off-road ability. SUV s are evolved from military vehicle such as World War II jeep and Land Rover.

A Recent study by a Global research firm shows some interesting information about Indian SUV Market .It predicts that by the year 2020, the SUV Sales growth will overtake sales growth of passenger vehicle in Indian market. The main reason behind this change could be economic growth and infrastructure development.

Indians love their SUVs, and their desire to own one of their dream machine made India as one of the growing market for SUV s. No wonder every company is rushing in to SUV segment. India’s most trusted automobile manufacturer Maruti Suzuki unveiled their new compact …show more content…

It shows the strength of Maruti brand in customers mind. To them maruti is package of Trust, Reliability, Durability, Performance and Design. This positioning gives maruti their competitive edge over others.

AN OVERVIEW ABOUT MARUTI SUZUKI

Maruti Suzuki India Limited, previously known as Maruti Udyog Ltd, is undoubtedly the most famous and trusted automobile manufacturer in India. It is a subsidiary of Suzuki Motor Corporation (Japan).Since its beginning in1981 the company has achieved milestones and became a market leader.

The actual production of company is started with Maruti ALTO, the first modern car in India. Its main competitors were the Hindustan Ambassador and Premier Padmini .At the time of its incorporation 74% of shares are owned by Indian Government, and remaining portion of share was with Suzuki Corp.

The company has presence in segments like hatchback, Sedan, Mini-van, LUV (Life Utility Vehicles) and SUV. The popular models are 800, Alto, Swift, Dezire, Omni, Ertiga and now

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