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Maruti launches Ciaz; to compete with Honda, Hyundai

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Maruti Suzuki, country's biggest carmaker, on Monday launched its mid-sized sedan Ciaz, in a move to take on players like Honda and Hyundai.

With Ciaz, the company is making a comeback in the segment, post its failure of SX4 sedan within this category. Ciaz is priced between Rs 6.99-9.80 lakh (ex showroom Delhi) across petrol and diesel variants and will replace SX4 across the country.

The company received 10,000 bookings for the car before the price announcement, it told agencies in New Delhi on the sidelines of the launch.

Known for its entry-level and compact cars, Maruti is betting big with the launch of Ciaz in order to boost sales in the premium category.

According to the company, Maruti Suzuki aims to sell between 60,000 and 80,000 of its new Ciaz cars next year. With an aggressive price-point, Ciaz will take on the segment leaders Honda Cars India's City and Hyundai Motor India's Verna in this category. However, analysts feel that the target set by the company is slightly ambitious given the existing tough competition within the category.

According to Puneet Gupta, associate director, IHS Automotive Sales Forecasting, "With aggressive pricing, I think the intention of the company is very clear that they want to be the segment leader. We expect Ciaz to do 40,000 units annually next year."

Honda and Hyundai are already making sharp in-roads in the compact segment where Maruti has been the market leader. "Launches like Honda's Amaze and Hyundai's Xcent has received a good response. Ciaz will help in maintaining the market share for Maruti Suzuki," Gupta added.

Kenichi Ayukawa, managing director & CEO said, "Ciaz has been designed keeping in mind aspirations of a mid-size premium sedan customer. A complete package, the Ciaz offers European styling, premium rich interiors and a host of upmarket features. Ciaz diesel is India's most fuel-efficient car. We are confident that Ciaz will be warmly received as the preferred upgrade by compact cars owners."

While the petrol version gives 20.73 kmpl, the diesel variant gives 26.21 kmpl.

Maruti and its vendors have invested Rs 620 crore towards development of this model, the company said.

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