Overview of Maruti Kizashi
Posted by Maninder Singh on Wednesday, March 16 2011
The Kizashi concept, introduced at the 2007 Frankfurt Motor Show, illustrated Suzuki’s progress toward developing a new D-segment entry. The D-segment is divided into two categories: family-oriented cars characterized by cabin roominess and compact “entry luxury,” offering performance, prestige and quality. The new value that Maruti Suzuki will provide is unique to the segment in that it combines affordability and emotional appeal.
The Kizashi concept illustrated a high degree of “status” by featuring an appealing blend of cabin roominess, graceful styling, dynamism, character and a passionate spirit matched to Suzuki’s user-centered functionality and performance engineering excellence. Maruti Suzuki realizes that there's no point in entering the D-segment unless it can offer new value that can't be given by any of the existing brands. It might be argued that all existing D-segment cars whose affordability is a selling point are chosen by customers because they offer a good balance of pricing on one hand and the rational factors of equipment, driving performance, and cabin roominess on the other.
But the Maruti Suzuki's D-segment car is different. With the D-segment entry, Suzuki is targeting emotional appeal as a way to deliver a level of customer satisfaction far higher than what might be expected from the car's price point. In other words, Suzuki is the first carmaker to target an uncompromised combination of affordability and emotional appeal in the D-segment. For sportiness, the car's dimensions need to reflect a priority on performance. So while ensuring the cabin roominess that is essential in the D-segment, the car is as lean as possible. And with regard to design, Suzuki has thoroughly studied the nature of sporty, exciting styling in the D-segment and has concluded that the design of the new car should have two themes: grace and dynamism.
