2007: Wheels and Deals

The car that zoomed ahead…
sx4
A resounding success for this mid-sized show stealer from Maruti. It debuted in the summer of 2007 when market conditions were not apt for a new product: high interest rates looked to go even higher and consumers were nowhere near the showrooms. But SX4 defied all logic and turned conventional market dynamics on their head. Its catchline ‘Men are Back’ may have been exaggerated, but people flocked to showrooms—twice. First to check the car, and then to get one. Almost overnight, SX4 became the buzzword.
Its mantra for success: the killer price tag. At an introductory price of Rs 6.18-6.89 lakh, the car was a steal, with the top-end variant heavily loaded with features like ABS and airbags. In looks, it falls in the Swift genre and for a country still drooling over it, it did the trick. Powered by a new 1.6-litre gasoline engine, it was the most powerful Maruti beast on the road, delivering a cool 102 bhp power. For the first time in a decade, Japanese rival Honda had a serious competitor for its flagship City. SX4 has done an average of 2,800 units per month on a sustained basis for six months now, which is at par with the City. With no discounts yet, a confirmation of its success, and a waiting period in some regions, one knows why Honda is looking at an advanced launch for the new City next year.

…and the one that trailed
Ford Fusion diesel
It’s a toss-up between Ford Fusion diesel and Chevrolet Spark—both of which were launched amid fanfare and expectations. Spark has not done particularly well, but Fusion’s unflattering numbers bolster its case like nothing else. While the petrol Fusion was never a success, one would have thought that a 1.4-litre TDCI engine that has been received so well in Fiesta, would find takers. The country’s latest obsession with diesel cars and petrol prices pointing heavenwards lent credibility to the sustainability of a good diesel car.
Yet Fusion continues to struggle. If the petrol was selling 50 odd units a month, the diesel does not do more than 250 and these are embarrassing figures in a segment which is the fastest growing. The company claims Fusion was never meant for the masses, but there’s nothing that makes it a niche category. The car has all the utilitarian features that an urban family would look for, which makes its failure baffling and hints at a flawed marketing strategy: the car never fell into the defined parameters of the mid-size segment. The ‘no-nonsense campaign’ has not helped and for the consumers, Fusion remains a Con-Fusion. Time for it to ride into the sunset now; India is not ready for it.

The bike that went vroom …
bajaj xcd
XCD gets the best-bike-of-the-year tag only because of an absolute lack of a blockbuster, and the fact that it’s early for Hero Honda Hunk to qualify. This bike was supposed to be the panacea of all Bajaj’s ills (and there have been many) and the answer to the invincible Splendor. While it has not lived up to the expectations, XCD does bring a breath of fresh air to the neglected 125cc executive segment. Carrying on with the Bajaj tradition, XCD is slick and stylish and performs decently on fuel efficiency. Initial reports of recalls threatened to throw the bike off-balance but it has stood firm and is likely to be in the running for the top spot in its segment—if it can withstand the Flame.

… and the one that went boom
TVS Star city 110
This has been one of the worst years for TVS in a long time, and the new Star City’s dismal performance is a stark indicator. Star City has been a stellar performer both on performance and sales, but the newer more powerful avatar falters on both. While TVS could have added more meat to the bike—110cc is just not good enough—the sales have been a bigger disappointment. TVS could not rise from the abyss of high interest rates, and despite Dhoni’s charisma, the Star refuses to sparkle.