END OF THE ROAD FOR MARUTI 800

THE BACKGROUND
In a journey of over 3 decades, Maruti 800 made Dream come true happen to many Indians by giving everybody the option to own a decent modern car.
After a full model change in 1986, the 800 has undergone some minor face lifts but overall it still remains the same Sales have been plummeting in urban areas.

Non-compliant with Euro IV norms.

Phasing out of 13 metros beginning April 2010. We may see the end of its production at the end of the year.

THE OBJECTIVE
To understand the perception about Maruti 800 across various age groups.

To find out the major considerations in choosing a car. To understand why a long standing car like Maruti 800 finally lost out.

RESEARCH TYPE
Primary Research: Survey Sample size: 56 Age Group: 20-60 years Location : Mumbai

Secondary Research: Internet

THE FINDINGS

Car owners describe their car in terms of.

20-30 yrs 30-45 yrs 45-60 yrs

Class Comfort Spaciousness Power Efficiency

Style/ Elegance Sophistication Mileage Pick up Comfort

Reasonability Fuel Efficiency Comfort Family car Interiors

Top 5 Considerations while buying a car

20-30 years 30-45 years 45-60 years

1. 2. 3. 4.

Price Body Style Safety Features Engine and Fuel Efficiency 5. Maintenance

1. Price 2. Engine and Fuel Efficiency 3. Body Style 4. Maintenance 5. Safety Features

1. Price 2. Engine and Fuel Efficiency 3. After Sales 4. Maintenance 5. Safety Features

Importance of various features

Drive Wheels 14% Maintenance 10% Fuel Effecieny 17% Access 11% Safety features 10% Cargo 7% After Sales 14%

Price 17%

Something more than basic??

Yes !!!!!
Remote Keyless Entry Electronic Stability Telescopic Steering Interior Styling

Senior Citizen car Outdated Epic Dibba

What comes to your mind when you hearMaruti 800?

20-30 yrs

Old Basic Convenient Classic Cheap

30-45 yrs
Great car during its era Upto the point The Indian Car Classic

45-60 yrs

Consumer Reviews on Maruti 800

It is more of a basic car Friend in good and bad times Whatever the style pundits might say, there is no car like the Maruti 800. The one I had shared all my good moments in life, without complaints or protests.

Every one in India will remember their first view of the Maruti 800, I still remember seeing the ss80 model in 1984 at Choolaimedu in Chennai and being astounded when I was 17 years old!
A Thumbs up on Reliability Mileage Maintenance Fuel Consumption

CONCLUSION
Maruti 800 has an "image problem" that does not make it appeal to the young car buyer. A car buyer today ( with increasing disposable income and ease of availing loan) demands much more than a basic car in terms of features and looks. Buying a car today is all about enhancing one's social image and is a status symbol.

Maruti 800 clearly loses out on these aspects.