On the 2017 Dzire's stupendous success

The third generation Maruti Suzuki Dzire was launched in May 2017. Sales figures from the last 6 months confirm that the model has gained even more popularity following the introduction of the Dzire. The market share of the Dzire in the entry-level sedan segment rose to 63% in Q2 2017-18.

The Maruti Dzire has been the segment leader when it comes to sales. In 2008-09, the Dzire had a 41% market share in a segment with 4 players. In 2016-17, the Dzire was competing in a segment with 11 rivals, yet managed to increase its market share to 50%.

Since the launch of the Dzire, Maruti Suzuki has achieved yet another milestone. The Dzire became the first Indian car to hit 1 lakh sales in just five and a half months. The cumulative sales from April-November 2017 stood at 1,53,303 units. This figure includes the previous generation Dzire and the Dzire Tour. In comparison, its closest rival – the Hyundai Xcent clocked 29,302 units during the same period – that’s less than 20% of the total Dzire sales. On the other hand just 15,768 units of the Honda Amaze were sold during this period.

According to the customer profile published by Maruti Suzuki, the average household income of families buying the new Dzire has risen by 22%. 23% chose the Dzire for its looks, while 17% purchased it for the Maruti brand. For 13%, the various features offered on the Dzire were the deciding factor for purchase.