With more than 60 new models and upgrades lined up for debut, Auto Expo 2012 in Delhi will pack in a lot of launch excitement. But unlike earlier years, this time car companies are looking to expand their stable by creating niche products.
Known for its formidable footprint in the small car market, Maruti Suzuki is showcasing two new products this time round - the Ertiga MUV and a concept compact SUV. Neither falls in the small car category.
"This is our way of expanding our portfolio and branching out into newer segments," says Mayank Pareek, managing executive officer (marketing & sales), Maruti Suzuki. "Right now the Ertiga segment is virtually non-existent in India. So, we want to create this niche and ride the first mover advantage. That's the job of the market leader - identify niches and cater to them ahead of the pack."
MNC biggie Volkswagen, also known for its small car focus, will showcase its iconic Beetle, a premium hatch whose Rs 20 lakh-plus price tag means it will never be a volume spinner. But as brand builder it pulls a mean punch. The company isn't showing its UP small car, already showcased at the Frankfurt Motor Show and has plans for an India launch.
"Our brand is still at a nascent stage of awareness so we wanted a brand building tool for the Auto Expo. The Beetle is our most iconic product and the best vehicle to create brand awareness," says Neeraj Garg, member board & director, Volkswagen Passenger Cars, Volkswagen Group Sales India. The company says there's no decision on launching the Beetle in India just yet.
In the premium segment too the buzzword is niches with a difference. Both Mercedes Benz and BMW are showcasing products that are miles away from their core market of luxury saloons.
While BMW is launching the iconic Mini Cooper premium hatchback in India, arch rival Mercedes Benz will showcase its B-Class premium hatchback, which is due for debut in India by 2012 winter. The Mercedes roster will also include models like the SLS AMG Roadster, the SLS GT3 and the DTM car along with a range of performance cars from the AMG stable.
Like Maruti, Ford too is expected to showcase a compact SUV concept though company officials are tightlipped about the details. The company has only announced that it will showcase an "all new vehicle planned for introduction in India and other global markets in the near future".
M&M will highlight its Ssangyong range including Rexton and Korando E. "The idea is to create some excitement during the expo but not everything that we showcase will come to India immediately," says Pawan Goenka, president-auto and farm equipment division, M&M.
Across the price spectrum, from Maruti to Mercedes Benz, the idea is to try out something new, beyond bread and butter segments. Given the slowdown in demand, companies feel it's time to explore new segments which will be less price-sensitive and create a buzz.
Known for its formidable footprint in the small car market, Maruti Suzuki is showcasing two new products this time round - the Ertiga MUV and a concept compact SUV. Neither falls in the small car category."This is our way of expanding our portfolio and branching out into newer segments," says Mayank Pareek, managing executive officer (marketing & sales), Maruti Suzuki. "Right now the Ertiga segment is virtually non-existent in India. So, we want to create this niche and ride the first mover advantage. That's the job of the market leader - identify niches and cater to them ahead of the pack."
MNC biggie Volkswagen, also known for its small car focus, will showcase its iconic Beetle, a premium hatch whose Rs 20 lakh-plus price tag means it will never be a volume spinner. But as brand builder it pulls a mean punch. The company isn't showing its UP small car, already showcased at the Frankfurt Motor Show and has plans for an India launch.
"Our brand is still at a nascent stage of awareness so we wanted a brand building tool for the Auto Expo. The Beetle is our most iconic product and the best vehicle to create brand awareness," says Neeraj Garg, member board & director, Volkswagen Passenger Cars, Volkswagen Group Sales India. The company says there's no decision on launching the Beetle in India just yet.
In the premium segment too the buzzword is niches with a difference. Both Mercedes Benz and BMW are showcasing products that are miles away from their core market of luxury saloons.
While BMW is launching the iconic Mini Cooper premium hatchback in India, arch rival Mercedes Benz will showcase its B-Class premium hatchback, which is due for debut in India by 2012 winter. The Mercedes roster will also include models like the SLS AMG Roadster, the SLS GT3 and the DTM car along with a range of performance cars from the AMG stable.
Like Maruti, Ford too is expected to showcase a compact SUV concept though company officials are tightlipped about the details. The company has only announced that it will showcase an "all new vehicle planned for introduction in India and other global markets in the near future".
M&M will highlight its Ssangyong range including Rexton and Korando E. "The idea is to create some excitement during the expo but not everything that we showcase will come to India immediately," says Pawan Goenka, president-auto and farm equipment division, M&M.
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